Can Audi Become the Most Successful F1 Team Ever?

Audi has officially entered Formula 1 (F1) for the first time in its history, taking over the Swiss-based Sauber team ahead of the 2026 season. With ambitious goals to become "the most successful team in Formula 1 history," Audi aims to innovate and compete for championships by 2030. Team principal Jonathan Wheatley described the launch as a "historic moment," emphasising their commitment to success and continuous improvement.

Last updated: 12 October 2023 (BST)

What’s happening now

Audi's entry into Formula 1 marks a significant milestone for the brand, as they replace Sauber, a longstanding participant in the sport. During a launch event in Berlin, team principal Jonathan Wheatley articulated the team's ambitions, stating they are "not here to mess around." The commitment to compete at the highest levels comes with a clear focus on learning and adapting, as they prepare for the upcoming season. Audi has already begun testing their car at the Circuit de Barcelona-Catalunya, though the vehicle showcased during the launch was a show car and not reflective of the actual competitive design.

Key takeaways

Audi is entering F1 for the first time in 2026, taking over Sauber.
The team aims to become the most successful in F1 history and compete for championships by 2030.
Team leadership emphasises a commitment to learning and innovation.
Initial testing has commenced, although the car shown at the launch was not the final design.

Timeline: how we got here

The journey leading up to Audi's entry into F1 has been marked by several key milestones:

October 2022: Audi announces plans to enter Formula 1.
April 2023: Official takeover of the Sauber team is confirmed.
October 2023: Launch event held in Berlin, announcing team ambitions and strategy.
October 2023: Initial testing of the new car at the Circuit de Barcelona-Catalunya.

What’s new vs what’s known

New today/this week

At the recent launch event, Audi unveiled a new slogan for their F1 project: "To start something, stop at nothing." This statement captures their determination to overcome challenges as they embark on this new venture. The team also conducted initial testing of their car, although details about the car's specifications remain under wraps.

What was already established

Audi's entry into F1 followed a series of strategic discussions about their goals and expectations. The framework for their ambitions has been outlined: competing for championships by 2030 while maintaining a humble approach to learning and growth within the sport.

Impact for the UK

Consumers and households

With Audi entering F1, UK consumers can expect increased engagement from the brand, including potential promotions and events surrounding races. This involvement may also enhance the overall popularity of F1 in the UK, given Audi's strong brand presence.

Businesses and jobs

The move could positively impact the UK motorsport sector, including job opportunities in engineering, technology, and marketing as Audi establishes its team and infrastructure. Local businesses may benefit from increased foot traffic and tourism related to F1 events.

Policy and regulation

Audi's entry will also contribute to discussions around F1 regulations and sustainability efforts, especially as teams look to innovate in environmentally friendly technologies. The F1 governing body may see increased scrutiny and potential changes as new players like Audi bring fresh perspectives to the sport.

Numbers that matter

2030: Target year for Audi to compete for championships.
1: The number of times Audi has entered F1, beginning in 2026.
5: The number of years Audi has until its championship target.
15: The maximum number of kilometres allowed during initial F1 testing by regulations.

Definitions and jargon buster

F1: Short for Formula 1, the highest class of international auto racing.
Sauber: A Swiss-based F1 team, previously competing in the sport before Audi's takeover.
Show car: A non-functional car used for promotional purposes rather than competitive racing.

How to think about the next steps

Near term (0–4 weeks)

In the immediate future, Audi will participate in preliminary testing sessions, gathering data and insights into car performance. This period will be critical for acclimating to the competitive F1 environment and understanding how to optimise their car for upcoming races.

Medium term (1–6 months)

As the season progresses, Audi will focus on refining their engineering capabilities and building a competitive team culture. They will be assessing their performance at races and adjusting strategies accordingly, with an eye toward securing points and improving standings.

Signals to watch

Performance metrics from testing sessions and early races.
Team announcements regarding car modifications and upgrades.
Responses from fans and media regarding Audi’s performance and engagement in F1.

Practical guidance

Do

Stay updated on Audi's performance throughout the season.
Engage with associated events and promotions from Audi as they enter F1.
Follow F1 regulations and updates that may affect Audi’s strategies.

Don’t

Assume immediate success; F1 is a highly competitive environment.
Neglect the learning phase; Audi is focused on development and innovation.
Ignore the importance of fan engagement and market presence.

Checklist

Monitor Audi's social media for updates and insights.
Attend F1 races to witness Audi's debut live.
Research previous F1 teams’ trajectories for context on Audi's potential challenges.
Stay informed about F1 regulatory changes that may impact the team.

Risks, caveats, and uncertainties

As Audi embarks on this ambitious journey, several uncertainties remain. The competitive nature of F1 means that they may face significant challenges, including technological hurdles and the need to build a cohesive team dynamic. Furthermore, market conditions and fan reception will play a role in determining their success. The evolving landscape of F1 regulations may also impact their strategy and performance in the coming years.

Bottom line

Audi's entry into Formula 1 is a decisive move reflecting their ambition to become a top competitor in the sport. With their sights set on long-term success and innovation, UK fans and stakeholders should anticipate a thrilling new chapter in F1 history. As the team navigates the challenges ahead, their commitment to learning and adaptation will be pivotal in shaping their journey.

FAQs

What is Audi's goal in Formula 1?

Audi aims to become the most successful team in Formula 1 history and compete for championships by 2030.

When did Audi enter Formula 1?

Audi officially entered Formula 1 in 2026 after taking over the Sauber team.

What challenges does Audi face in F1?

Audi must navigate a highly competitive environment, technological hurdles, and the need to build a strong team culture as they establish themselves in Formula 1.