Anthony Nlebem
Audi has set its sights on becoming “the most successful team in Formula 1 history” after officially launching its long-anticipated entry into the sport.
The German manufacturer is entering Formula 1 for the first time, having taken over the Swiss-based Sauber team ahead of the new era of regulations.
The project was formally unveiled at a lavish launch event in Berlin, which team principal Jonathan Wheatley described as a “historic moment”.
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“We are not here to mess around. It’s an ambitious project,” Wheatley said.
Audi chief executive officer Gernot Döllner underlined the company’s competitive intent, insisting success has always been the brand’s objective in motorsport.
“Whenever we join a racing series, we join to win, to innovate and to move motorsport forward,” Döllner said. “The ambition is to compete at the highest level and to fight for championships by 2030.”
Mattia Binotto, head of the Audi F1 project, acknowledged the scale of the challenge ahead but expressed confidence in the team’s preparedness.
“There is an awareness that we are just at the beginning of our journey,” Binotto said. “We know there are many challenges ahead of us, but we are ready for them.”
Audi will join the rest of the Formula 1 grid at the first pre-season test, scheduled to take place behind closed doors at the Circuit de Barcelona-Catalunya next week.
As part of the launch, Audi revealed its project slogan, “To start something, stop at nothing”, which Binotto said reflects the team’s mindset.
“It describes our approach to the journey,” he explained. “We know there may be bumpy periods and failures, but the key is never to stop, to keep the passion to grow and to keep pushing forward.”
Binotto added that Audi’s immediate objectives are focused on building competitiveness rather than chasing quick results.
“We spent a long time discussing our targets for 2026,” he said. “For now, it is about becoming competitive. We need to stay humble. There is much to learn, and average is not an option.”
Anthony Nlebem
Head of Sports at BusinessDay Media, a seasoned Digital Content Producer, and FIFA/CAF Accredited Journalist with over a decade of sports reporting.Has a deep understanding of the Nigerian and global sports landscape and skills in delivering comprehensive and insightful sports content.
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