Audi R26: a Taster for What’s to Come From Audi in Formula 1

Audi unveiled a concept car and polarising livery ahead of its Formula 1 debut next year, in its Brand Experience Centre in Munich.

The launch comes 115 days before Audi’s F1 debut in March, and the R26 (not to be confused with Renault’s 2006 title-winning car) previews a “clear statement” of how the team – and brand – will stand out among next year’s teams.

The German manufacturer used a titanium finish, inspired by vintage Auto Union racers and the recently-unveiled ‘Concept C’ design philosophy. The carbon black adds an edgy, sporty appeal, while a aggressive new red for their livery and ‘four rings’ truly pops.

The real R26 may not look drastically different next year, except for the addition of corporate partners and sponsors such as Revolut and Adidas.

Audi’s chief creative officer, Massimo Frascella, said it will be “the most striking car on the grid,” and be “the most daring brand off the track”.

Audi boss Gernot Döllner concurred: “We are not entering Formula One just to be there. We want to win.

“We know that you don’t become a top team in Formula One overnight. It takes time, perseverance and tireless questioning of the status quo,” he added.

“By 2030, we want to fight for the World Championship title.”

The fight-talk ended there, with much of the event and press surrounding more corporate matters and brand identity. Audi wants people – both inside and outside of F1 – to know what this project aims to achieve.

Drivers Gabriel Bortoleto and Nico Hulkenberg will remain at the team, as its existing Sauber identity of 32 years transitions into the full Audi works team in January.