Just months before joining the Formula 1 grid, Audi has revealed its new brand identity and car concept, marking a defining step in the company’s long-awaited entry into the sport.
The German automaker, which completed its takeover of Sauber earlier this year, presented the R26 Concept during a launch event in Munich on Wednesday. The concept offers a glimpse of the car that will mark Audi’s F1 debut in 2026, with the full livery set to be unveiled in January ahead of winter testing in Barcelona.
The R26 features Audi’s traditional titanium, red, and carbon black racing colours, arranged in a geometric design that nods to the company’s motorsport heritage in rallying, Le Mans, and Formula E. The striking red Audi rings complete the livery, symbolising a new era for the brand.
Audi’s Chief Creative Officer, Massimo Frascella, described the design as “a clear statement” of intent. “This visual identity reflects our new design philosophy — clear, technical, intelligent, and emotional,” he said. “The Formula 1 project pioneers this identity, which will extend across the entire Audi brand.”
The team will retain Nico Hulkenberg and Gabriel Bortoleto as drivers, under the leadership of Jonathan Wheatley as team principal, with former Ferrari boss Mattia Binotto overseeing the F1 project.
Audi has also announced partnerships with BP, Adidas, and Revolut, while Qatar’s sovereign wealth fund joins as a key investor.
CEO Gernot Döllner said the company’s Formula 1 entry represents “a bold and ambitious statement” about its future. “We are not entering Formula 1 just to participate,” he said. “We want to win. By 2030, our aim is to compete for the world championship title.”
Audi’s arrival signals not just a sporting ambition but a corporate transformation — one built on speed, precision, and purpose.
