We’re just five races into the 2026 F1 season and it has been fascinating to watch the various Audi markets integrate themselves into their respective Grand Prix weekends. Most recently, at the Canadian Grand Prix in Montreal, Audi Canada chose to lean into enthusiast culture centered around car ownership with an event dubbed “Rue 26.”
Montreal being a French-speaking market, “Rue” translates to “street,” while the addition of the number 26 no doubt referenced both the 2026 season and Audi’s R26 F1 car, which was planned as the centerpiece of the event.
Rue 26 was effectively a car show held at 1 Rue Quai de l’Horloge, located at the foot of Montreal’s iconic clock tower on the waterfront beside the city’s historic Old Montreal district. There, Audi Canada, working alongside Audi Club North America and its Audi Club Eastern Canada chapter, organized a pre-registered gathering for Audi owners.
One key detail of the event was its accessibility. Registration was open to Audi owners who submitted their cars for inclusion, while the public was welcomed later in the evening after participating owners had time to gather in a less crowded environment. Importantly, none of this was contingent on holding a ticket to the Grand Prix itself.
In effect, the event celebrated Audi and Formula 1 during race weekend without making the often costly nature of attending F1 a requirement.
The cars on display represented an eclectic mix of old and new, though performance models clearly dominated attendance. Headlining the lineup were the aforementioned R26 F1 car and one of the matte titanium RS 5 Sedans used by Formula 1 in its Pirelli Hot Laps program.
Nearby, and likely supplied by Audi Canada, were an Audi R8 GT (Mk2), an Audi exclusive RS 6 Avant and an RS Q8. Also present were an Audi R8 GT (Mk1) and a large number of RS models spanning generations from the RS 5 (B8) to the current RS 6 (C8).
Historic vehicles were also part of the display. The closest thing to an original ur quattro on hand was a wild S1 E2 rally replica positioned next to Steve Sears’ DKW Junior, while a TT (Mk1) sat nearby.
Registrants enjoyed several hours of VIP access while crowds were held back, with drinks and hors d’oeuvres served alongside an Audi F1 merchandise pop-up operated by Audi Canada. As day turned to night, the event opened to the general public and concluded with a drone show that entertained both attendees and onlookers throughout Old Montreal. The Audi-themed aerial display illuminated the waterfront surrounding the event and the clock tower itself.
Clearly, the show was a hit. Fans already in town for the race, along with locals, were able to wander in and enjoy the spectacle. In that regard, Audi Canada deserves considerable credit for creating an event that was not solely about Formula 1 itself, but also about integrating passionate Audi owners and allowing them to become part of the experience.
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