São Paulo, Brazil — In a bold move that bridges motorsport heritage with a high-performance future, Audi do Brasil confirmed Rubens “Rubinho” Barrichello as its new brand ambassador in Brazil. The Brazilian racing icon will become a key face in communicating the brand’s RS models and its transition toward Formula 1.
Barrichello’s appointment exhibits Audi is doubling down on its track credibility—and making sure that Brazilian fans feel connected to the shift. As Gerold Pillekamp, Head of Marketing & Communication at Audi do Brasil, puts it:
“Having Rubens Barrichello as ambassador is a moment of great significance for Audi do Brasil. He represents a story of victories, persistence and passion for motorsport, values that echo strongly with Audi’s DNA. … He will be an authentic voice that will connect our customers with the richness and challenge of the racing world, especially in the context of the brand’s entry into Formula 1.”
FROM LEGEND TO LIAISON
Barrichello boasts the most starts in Formula 1 history—nearly 20 seasons and over 300 Grands Prix—also bringing 11 wins and countless podiums to his name. In Brazilian motorsport culture, he’s a legend.
In his role with Audi, Barrichello will serve as a bridge: between the brand’s heritage and its new ambitions in F1, between long-time fans and emerging audiences tuning in to Audi’s next chapter. Over the coming months, he’ll take part in a variety of initiatives—from immersive RS model experiences to brand events—bringing authenticity and passion to the communications.
Barrichello himself expressed excitement:
“I am extremely happy to become an ambassador for Audi, especially at this time when the brand advances to the largest motorsport competition in the world. My passion for sportiness and RS models has always been great … Being part of this new Audi chapter is an honor.”
He joins an existing lineup of Audi Brazil ambassadors—Pedro Scooby, Alexandra Casoni and Silvia Braz—yet his role is strategically central given the forthcoming motorsport focus.
AUDI’S BIG GAMBLE F1 IN 2026
Audi has already confirmed its entry into the Formula 1 grid for 2026. This isn’t a vanity play — the new F1 regulations, emphasizing electrification, sustainable fuels, and cost caps, are tailor made for automakers pushing technological innovation on track and on the road.
In Brazil, Audi plans to build narrative momentum via content, experiences, and fan activations. Barrichello is set to be a key element of that rollout, anchoring the local dialogue and generating trust in Audi’s shift into motorsport.
DRIVING EXPERIENCE PUTTING RS CARS IN DRIVERS’ HANDS
Later this year, Barrichello will be front and center at the Audi Driving Experience (ADE) events in Brazil. The program lets customers push Audi performance models at circuits, and in 2025 ADE returned officially to Brazil. In its first edition (March 26–29, Circuito Panamericano, Elias Fausto), attendees drove models across Audi’s A, Q, and RS lines—including the new RS 3.
The next “dynamic module” ADE will run November 28 to December 1 at the same venue. Participation costs R$ 6,490 and includes driver coaching and certification. Models available include the RS 3, Q5 (and SQ5), A3, A5 Sedan, and more — plus sneak previews of forthcoming launches.
AUDI BRAZIL STRATEGY ELECTRIFY, PERFORM, ENGAGE
This announcement is part of a broader push in Brazil by Audi. The brand currently markets 13 models, ranging from the A3 and Q5 to the RS 6 Avant GT and new e-trons. Audi also has a strong infrastructure in Brazil: over 40 dealerships, logistics in Vinhedo (SP), and a factory in São José dos Pinhais (PR) producing the Q3/SQ3 models.
On the sustainability side, Audi do Brasil has invested nearly R$ 90 million in charging infrastructure, with stations across its dealer network and beyond. The company frames itself as a “progressive premium mobility” brand, seeking to move tech from track to road — and with Barrichello in its corner, it aims to connect that vision deeply with Brazilian car and motorsport fans.
