Audi, under the leadership of CEO Gernot Döllner, has announced a strategic move to reinforce its presence in Formula 1, with plans to enter the competition fully in the 2026 season. The decision comes as part of Audi’s broader focus on product innovation and brand positioning on the global stage.
Acquisition plans and leadership roles
Audi intends to acquire a 100 percent stake in the Sauber Group, signalling a significant step towards its Formula 1 ambitions. Oliver Hoffmann, currently heading the Technical Development division, will spearhead Audi’s Formula 1 programme as a General Representative. Additionally, Andreas Seidl, a seasoned motorsport professional, will assume the role of Audi F1 Team CEO, responsible for project implementation and team management.
Strategic alignment
The move aligns with Audi’s commitment to technological advancement and global brand visibility. By consolidating responsibilities under Oliver Hoffmann and securing the expertise of Andreas Seidl, Audi aims to accelerate its Formula 1 preparations and strengthen its position in the competitive motorsport arena.
Management changes
In light of these developments, Oliver Hoffmann will transition from his role as a Member of the Board of Management of AUDI AG to focus entirely on the Formula 1 project. Audi CEO Gernot Döllner will assume additional responsibilities for Technical Development, driving the ongoing transformation in product development and operational efficiency.
Acknowledgement and forward outlook
Manfred Döss, Chairman of the Supervisory Board of AUDI AG, highlighted the significance of Audi’s Formula 1 entry as both a sporting and financial commitment. The company’s clear strategic direction underscores its commitment to technological excellence and future-proofing.
Optimistic leadership
Gernot Döllner expressed gratitude to Oliver Hoffmann for his contributions to Audi’s product development strategy, highlighting the imminent launch of key models such as the Audi Q6 e-tron. Hoffmann’s extensive motorsport experience positions him as a valuable asset in Audi’s Formula 1 venture.
Excitement for the future
Both Oliver Hoffmann and Andreas Seidl expressed enthusiasm for Audi’s Formula 1 journey. Seidl’s leadership experience, combined with Hoffmann’s technical expertise, sets a promising trajectory for Audi’s ambitious plans in the world of motorsport.
As Audi gears up for its Formula 1 debut, the acquisition of the Sauber Group and the appointment of seasoned leaders underscore the brand’s commitment to excellence and innovation in the automotive industry.