Audi’s path into Formula 1 took on a new dimension today in Munich, depicted in a series of meticulously staged photographs showcasing the event space at the Audi Brand Experience Center and clearly taken over by the “Audi One” reveal. Though captured without guests or activity, the images offer an unobstructed view of the space, lighting and visual language Audi has chosen to frame its entry into F1. The net result set the tone for the brand’s Formula 1 era and the debut of the R26 Concept.
The venue emphasizes the feel Audi wants to project: a darkened, cathedral-like hall anchored by illuminated red rings, contrasting titanium surfaces, sharply defined geometric light structures and textures that seem to hark an echo of the four-ring theme . The R26 Concept appears as the focal point, placed on a reflective plinth under concentrated beams that isolate its form. Large-format screens wrap the space in the new brand aesthetic.
Audi CEO Gernot Döllner framed the moment within the company’s broader transformation. “Our entry into Formula 1 is part of something bigger. It’s the next step in the company’s renewal, designed to strengthen our competitiveness on the global stage. In Formula 1, every second counts. Success demands performance, precision and teamwork. This mindset will drive a new performance culture across the entire company and a catalyst for change towards a leaner, faster, and more innovative Audi.”
Döllner also underscored the strategic value of the program. “Of course, Formula 1 is pure emotion. However, Audi is entering with a clear rationale behind it. The cost cap ensures financial sustainability, while the global reach of F1 offers unmatched brand visibility. This opens new opportunities to engage with additional target groups – particularly in our core markets: the US, Europe and China.”
He tied the future to Audi’s heritage. “Audi’s Formula 1 story is just beginning, but motorsport has always been part of who we are. 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 has never entered just to compete, but instead with the aim of leading, innovating and being victorious. That’s exactly what we are striving for in Formula 1.”
For Mattia Binotto, Head of the Audi F1 Project, the reveal marks the early stages of a long-term push. “This is the most exciting project in motorsports, if not in all sports. The goal is clear: to fight for championships by 2030. That journey takes time, the right people and a mindset of continuous improvement.”
He highlighted the realities of building a new team in the sport’s most competitive environment. “Formula 1 is one of the most competitive environments. Becoming a champion is a journey of progress. Mistakes will happen, but learning from them is what drives transformation.”
Binotto emphasized the collective nature of the undertaking. “And it’s a team effort: engineers, mechanics, designers, partners — every contribution moves us forward. Soon, the first fire-up will mark another milestone. It’s not just machinery coming to life, but the passion and ambition of hundreds becoming reality. Early next year, Audi’s first F1 car will take to the track for the first time. That moment will be the beginning of something special.”
Jonathan Wheatley, the future Team Principal of the Audi factory team, described a cultural foundation already taking shape. “This journey is not just about the destination but about engaging with the people who make every step possible. It is about your mindset, focus, resilience and confidence without complacency. We will face setbacks, but each one will be a learning experience that will lead to new strength.”
For Wheatley, belief is the cornerstone of progress. “A culture of belief and resilience is taking shape – a team empowered to push boundaries, be courageous, learn, and improve every day. Championship-winning teams are not built on magic – they are built on people who believe: in each other, in the process, and in the destination.”
He views the project as transformative for the sport itself. “Our project is more than building a team. It is about shaping the future of F1 – with talent, visionary partners and the transformation of the Audi brand. We have a mindset that dares to redefine what a racing team can be.”
Audi Chief Creative Officer Massimo Frascella connected the aesthetic of the space to the brand philosophy guiding Audi’s future. “We want to shape a brand capable of making a deep emotional connection that forges new partnerships with like-minded brands and inspires a global community – one that not only consists of F1 fans, but also people who appreciate courage and sophistication.”
Frascella emphasized the unifying role of design. “With our Formula 1 debut, we are introducing a unifying design system to bring together every aspect of our organization. At its core are our four rings. They are the foundation upon which the rest of our brand is built.”
He positioned the R26 Concept at the center of this shift. “The Audi R26 Concept is one of the first expressions of this new design system. We want to have the most striking car on the grid. We want to be the most daring brand off the track. And we want to create a cultural impact that goes beyond the grid.”
Viewed through the controlled silence of the pre-event photographs, that ambition is unmistakable. The “Audi One” space is less a venue than a visual declaration — a stage built to announce the beginning of Audi’s most ambitious motorsport chapter yet.
PHOTO GALLERY
