Audi has outlined its plans to enter Formula 1, in 2026, to raise awareness of it electrified powertrains and synthetic fuels among a global audience.
The manufacturer is taking advantage of rule changes within the sport that focus on greater electrification and advanced sustainable fuel.
A boost in brand appeal is expected from the initiative. Audi said interest in Formula 1 is global and the racing series is one of the sporting events with the highest reach in the world.
In 2021, more than 1.5 billion TV viewers watched the races. The series holds races in all relevant markets of the brand, including key markets such as China and the USA, and the trend continues to rise – even among young target groups.
On social media, Formula 1 is now experiencing the highest growth rates among the world’s most popular sports.
Alfa Romeo, Aston Martin and Mercedes are among the brands that already take part in F1, alongside Alpine, Ferrari and McLaren.
Markus Duesmann, chairman of the board of management of Audi AG, said: “Motorsport is an integral part of Audi’s DNA. Formula 1 is both a global stage for our brand and a highly challenging development laboratory.
“The combination of high performance and competition is always a driver of innovation and technology transfer in our industry. With the new rules, now is the right time for us to get involved. After all, Formula 1 and Audi both pursue clear sustainability goals.”
Audi's motorsport history includes participaion in the World Rally Championship, Pikes Peak, Super Touring, DTM, GT racing, Le Mans and Formula E.
Oliver Hoffmann, member of the board for Technical Development, added: “In view of the major technological leaps that the series is making towards sustainability in 2026, we can speak of a new Formula 1.
“Formula 1 is transforming, and Audi wants to actively support this journey. A close link between our Formula 1 project and Audi AG’s Technical Development department will enable synergies.”
From 2026, the electric power output for the power units, consisting of an electric motor, battery, control electronics, and a combustion engine, will increase compared to today’s Formula 1 drive systems.
The electric motor will then be nearly as powerful as the combustion engine, which has an output of about 540PS. The 1.6-litre turbo engines run on advanced sustainable fuel – also a prerequisite for Audi’s entry into the series.
Audi has said that all new car launches will be electric vehicles (EV) from 2026, with its final internal combustion engine (ICE) set to go into production in four years’ time.
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