Audi has revealed its ‘uncompromising clarity on and off track’ ahead of its move into Formula 1, which will also spearhead its new brand identity.
The R26 Concept was shown at the Brand Experience Centre in Munich surrounded by Audi icons including two Group B quattros, an Auto Union and the widebody IMSA 90 quattro.
It featured titanium and bare carbon, plus 'Audi red' rings that will be featured by Audi selectively to 'underscore its Formula 1 presence'.
“We are implementing a unifying design language that draws together every aspect of our organisation,” chief creative officer Massimo Frascella said. “This makes the Formula 1 project a pioneer for the new brand identity.”
The team admitted it doesn’t expect to be at the front right away, and is aiming to be competing for championships by the end of the decade. “We are not entering Formula 1 just to be there. We want to win,” added CEO Gernot Döllner. "From the Auto Union Silver Arrows of the 1930s to dominance in touring cars, rallying and hybrid triumphs at the Le Mans 24 Hours – whenever Audi entered a racing series, success followed."
Audi joins the championship packed with experience, with ex-Ferrari boss Mattia Binotto heading up the programme and former Red Bull sporting director Jonathan Wheatley its team principal. Le Mans winner Nico Hülkenberg will partner Formula 2 and 3 champion Gabriel Bortoleto on track.
Audi purchased Sauber Group in 2022 and has transformed the team into a truly Continental entry. Its base remains in Hunwil, Sauber’s historical headquarters in Switzerland, but the V6 is being developed at Audi's Neuburg an der Donau facility outside Ingolstadt in Germany and its technology office is in the Station Armoury at Bicester Motion.
Audi will reveal the R26 officially in January ahead of closed testing in Barcelona. It will hit the track publicly for the first time during pre-season testing in Bahrain from 11-13 February. The season begins in Melbourne on 6 March.
