Click for car names.
More than three months before its first race in Formula 1, Audi provided a preview of its presence at its Brand Experience Center in Munich.* Just like in future production models, Audi will bring uncompromising clarity to the racetrack and beyond. Carefully crafted statements [promotional messages? – AutoCrat] were made by Audi CEO Gernot Döllner, the Head of Audi F1 Project Mattia Binotto, Team Principal Jonathan Wheatley, and Audi Chief Creative Officer Massimo Frascella.
“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,” said Audi CEO Gernot Döllner.
“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,” said Döllner.
Mattia Binotto – Head of Audi F1 Project
- “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.”
- “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.”
- “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 – Team Principal of the future Audi F1 factory team
- “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.”
- “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.”
- “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.”
Massimo Frascella – Audi CCO
- “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.”
- “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.”
- “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.”
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About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn.
He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe.
Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap.
AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks.
Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.
Milestones – Audi F1 at Munich Brand Experience Center
Click for car names.
More than three months before its first race in Formula 1, Audi provided a preview of its presence at its Brand Experience Center in Munich.* Just like in future production models, Audi will bring uncompromising clarity to the racetrack and beyond. Carefully crafted statements [promotional messages? – AutoCrat] were made by Audi CEO Gernot Döllner, the Head of Audi F1 Project Mattia Binotto, Team Principal Jonathan Wheatley, and Audi Chief Creative Officer Massimo Frascella.
“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,” said Audi CEO Gernot Döllner.
“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,” said Döllner.
Mattia Binotto – Head of Audi F1 Project
Jonathan Wheatley – Team Principal of the future Audi F1 factory team
Massimo Frascella – Audi CCO
AutoInformed on
About Ken Zino
Ken Zino, editor and publisher of AutoInformed, is a versatile auto industry participant with global experience spanning decades in print and broadcast journalism, as well as social media. He has automobile testing, marketing, public relations and communications experience. He is past president of The International Motor Press Assn, the Detroit Press Club, founding member and first President of the Automotive Press Assn. He is a member of APA, IMPA and the Midwest Automotive Press Assn. He also brings an historical perspective while citing their contemporary relevance of the work of legendary auto writers such as Ken Purdy, Jim Dunne or Jerry Flint, or writers such as Red Smith, Mark Twain, Thomas Jefferson – all to bring perspective to a chaotic automotive universe. Above all, decades after he first drove a car, Zino still revels in the sound of the exhaust as the throttle is blipped during a downshift and the driver’s rush that occurs when the entry, apex and exit points of a turn are smoothly and swiftly crossed. It’s the beginning of a perfect lap. AutoInformed has an editorial philosophy that loves transportation machines of all kinds while promoting critical thinking about the future use of cars and trucks. Zino builds AutoInformed from his background in automotive journalism starting at Hearst Publishing in New York City on Motor and MotorTech Magazines and car testing where he reviewed hundreds of vehicles in his decade-long stint as the Detroit Bureau Chief of Road & Track magazine. Zino has also worked in Europe, and Asia – now the largest automotive market in the world with China at its center.