As Formula 1 returns to Interlagos this weekend, it’s worth revisiting activity by Audi do Brasil and a special moment from earlier this year—one that connected the brand’s heritage to the legacy of Ayrton Senna. On March 21, 2025—what would have been Senna’s 65th birthday—Audi unveiled the third official curve of the “O Legado do S” project in Baependi, Minas Gerais, paying tribute to both the three-time world champion and Audi’s three decades in Brazil.
HONORING SENNA’S ‘S’ BEYOND THE CIRCUIT
The project, titled “O Legado do S” (“The Legacy of the S”), immortalizes curves across Brazil that echo the shape of Senna’s iconic ‘S’ at Interlagos. The newly dedicated curve in Baependi—located on Rua Felix dos Santos in Bairro Lavrinha—was confirmed to have an 82.62% similarity to the original. It now joins Urubici (Santa Catarina) and Ribeirão Pires (São Paulo) as official landmarks honoring the driver’s memory, each marked by a commemorative plaque.
To capture the deeper meaning behind the project, Audi partnered with Warner Bros. Discovery and Sweet Movies to produce a short documentary featuring reflections from figures close to Senna, including Reginaldo Leme, Christian Fittipaldi, and Leonardo Senna. The film celebrates not only the racing legend’s mastery behind the wheel but also his role in bringing Audi to Brazil in the early 1990s.
A LIVING LEGACY FOR FANS TO CONTINUE
The initiative also invites fans to discover and nominate their own “S of Senna” curves across Brazil. Audi uses mapping technology developed by digital studio Bolha to compare submissions to the original Interlagos layout. Any curve achieving over 80% similarity earns official recognition, and the finder’s name is forever inscribed as the “owner of the curve.”
The campaign’s creative partner, iD\TBWA, emphasized the project’s ongoing nature. “With each new discovery, Senna’s ‘S’ continues to accelerate across Brazil, connecting fans to his story,” said Sthefan Ko, Executive Director of Creation. “Because some stories don’t belong to the past—they deserve to keep being written.”
LEGACY INTERTWINED, AUDI + SENNA
Audi celebrates 31 years in Brazil in 2025, having first appeared at the São Paulo Motor Show in 1992 with the Audi 100 sedan. A year later, Ayrton Senna became Audi’s official representative through Senna Import, establishing a partnership that helped define the brand’s presence in the country.
Today, Audi’s footprint includes headquarters in São Paulo, a logistics hub in Vinhedo, and a production facility in São José dos Pinhais (Paraná), where the Audi Q3 and Q3 Sportback are assembled. The company also leads the way in sustainable mobility, with nearly R$90 million invested in charging infrastructure and a firm commitment to electrification, carbon reduction, diversity, and education.
FROM INTERLAGOS TO THE WORLD
As the São Paulo Grand Prix once again brings the spectacle of Formula 1 back to Interlagos in 2025, Audi’s tribute in Baependi is a reminder of how deeply Senna’s influence continues to shape motorsport and inspire generations. “O Legado do S” ensures that his story—like Audi’s pursuit of progress—remains forever in motion.
For more on the project and how to participate, visit Audi do Brasil’s social channels or www.audi.com.br
