At the dawn of its Formula 1 adventure, Audi unveils a bold strategy to become a major player by 2026. With foundations inherited from Sauber, the German manufacturer is betting on patience and building a strong team culture to establish itself against giants like Ferrari and Red Bull. Hold on, it’s going to be a long road!
A measured ambition
At the launch of its first Formula 1, Audi F1 has clearly laid the groundwork for its strategy: an ambitious project aimed at transforming its team into a formidable competitor within five years. While some teams have tried to build their success on fleeting promises, Audi seems to understand that the key lies in a methodical and thoughtful approach. Jonathan Wheatley, the team director, emphasizes the inherent challenges of starting on fragile foundations inherited from the former Sauber team.
“The reason we talk about a five-year project until 2030 is because it takes time,” he says. Building a strong corporate culture is essential to ensure future success. Like an architect who takes the time to lay robust foundations before building a skyscraper, Audi knows that it must not rush the process.
Jonathan Wheatley
Changing team culture
Wheatley does not just talk about technique. He insists on the importance of transforming the culture within the team. “This team [Sauber] was, for a long time, largely underfunded and undercapitalized. People had to be creative, but they lacked the means and resources to fully accomplish their work,” he explains. A cultural transformation is essential to get the best out of each team member.
“Part of our approach is to change that, to create the Audi F1 team, to establish our own culture,” he continues. Indeed, a successful team is primarily one that knows how to mobilize individual talents toward a common goal. This change will undoubtedly be more complex than a simple magic wand, but it is the price to pay to hope to compete with the heavyweights of the discipline.
Staying humble in the face of competition
Wheatley is aware of the challenges that await Audi in this new adventure. “You have to stay realistic about your starting point,” he admits, while reminding that beating teams like Ferrari or Mercedes will not happen without a solid plan. Audi F1 will need to demonstrate humility and patience, evolving in the shadows before hoping to shine at the top.
“You don’t beat teams like Ferrari, Red Bull, Mercedes, or McLaren just because you’re called Audi Formula 1. It doesn’t work like that. You need a plan,” he warns. This plan is clear in Audi’s mind: first become a challenger, then a competitor, and finally a champion. A three-step journey that must be integrated into the mindset of every team member.
The Audi F1 2026 livery
The new regulations: a golden opportunity
Despite this cautious approach, Audi sees the new technical regulations set for 2026 as a real chance. “It’s a whole new technical regulation, which gives everyone the opportunity to design the architecture of a car that we hope will be a champion by 2030,” explains Wheatley. Indeed, starting a season under stable regulations is often a considerable advantage for already established teams.
For Audi, this new regulation signifies a fresh start. “We have the opportunity for a true new beginning. And we are integrating many new partners into the adventure, all sharing our ambitious vision,” he emphasizes. The enthusiasm is palpable, but the reality on the ground demands a realistic vision. Mattia Binotto, the Audi F1 project director, understands this well: “You can say that we want to win championships by 2030, but we also want to win races before that.”
A collective commitment
Finally, the current year will be decisive for Audi F1. Jonathan Wheatley specifies that “this year is mainly about each member taking responsibility in their role and seeing how they can contribute to the collective performance.” The commitment of each individual is the cornerstone of this ambitious strategy. By establishing internal objectives related to team culture, Audi shows that it is not just aiming for performance on the track, but also seeking to lay solid foundations for the future.
In a world where speed reigns supreme, Audi chooses patience as the engine of its strategy. It remains to be seen whether this approach will bear fruit against seasoned opponents. One thing is certain: the road will be long, but Audi seems determined to carve its own path to success.
