Audi F1 tilt to benefit road models

With the roar of Formula 1 engines set to incorporate a distinctly Audi tone in 2026, the German automaker is optimistic about the influence its participation in the highest level of motorsport will have on the development of its future road cars.

Audi Australia senior corporate communications executive Claudia Muller said the car-maker’s entry into F1 was an exciting time and to “watch this space” with regards to what influence the venture will have on the brand’s customer cars.

“The amount of technology and R&D that will come out of a project of this size will end up benefiting [Audi] models to come,” she told carsales at the recent Australian media launch of the 2025 Audi A3 and S3.

Audi has signed a contract to compete in Formula 1 next year as both a team and a power unit manufacturer.

The German car-maker has already begun making its presence felt in F1, hosting a brand activation at this year’s Australian Grand Prix in Melbourne in March. 

Conveniently positioned trackside next to Ferrari, the Audi installation drove significant interest from the general public.

“We looked at some of the inquiries on the Friday and Sunday when you could see Audi at a Formula 1 event, and it resulted in a double of inquiries about the brand,” said Audi Australia Managing Director, Jeff Mannering. 

“As a brand with a motorsport heritage, it [F1] is important because it is the pinnacle. 

“The Melbourne press asked why we came this year, and we just said, ‘It’s just a brand activation. We’re here to see what it’s like in the big show’.

“And they asked, ‘What about next year?’ Well, we will be in the big show next year.”

For Audi, the move into F1 is more than a marketing flex; it’s a high-stakes investment in performance innovation, brand evolution and global relevance. 

“It’s a massive investment from the company,” said Mannering. “So, we better come and win.”

The German carmaker already has numerous major motorsport successes, including in the World Rally Championship, DTM, the World Endurance Championship, Pikes Peak and Formula E.

Audi’s F1 powertrains will be assembled at the company’s facility in Neuburg, marking the first time in over a decade that F1 engines will be produced in Germany. German Nico Hülkenberg and Brazilian Gabriel Bortoleto will drive for Audi in 2026, with former Ferrari Team Principal Mattia Binotto as Chief Operating Officer and Technical Officer.

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