Audi has set a goal of competing in the world championship in F1 from 2030 onwards, ahead of its F1 debut next year.
The new Audi works team manufactures its own power units in Germany and takes over Sauber’s chassis division based in Switzerland, with the two sites complemented by a British technical office. Audi admits it will take years to compete for the title, given its commitment to becoming a full constructor as part of its entry, but it has that date clearly in mind.
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“Motorsport is part of Audi’s DNA and has always been the driving force behind technological progress and innovation,” Audi CEO Gernot Dorner said on Wednesday as the team unveiled its brand identity in Munich. “By entering the pinnacle of motorsport, Audi is making a clear and ambitious statement. This is the next chapter in the company’s renewal.”
“Formula 1 will be the catalyst for change towards a leaner, faster and more innovative Audi. We are not in F1 just to be there. We want to win. At the same time, we know that we cannot become the top team in F1 overnight. It takes time, patience and constant questioning of the status quo. By 2030 we want to be fighting for the World Championship title.”
Audi F1 project director Mattia Binotto, who previously led Ferrari, says Audi needs the patience to overcome many milestones on the road to title contention.
“The Audi F1 project is the most exciting project in motorsport, if not the entire sport,” Binotto said. “The goal is clear: to compete for the championship by 2030. That journey will take time, the right people and a continuous improvement mindset.”
“Formula 1 is one of the most competitive environments. Being a champion is a journey of progress. Mistakes happen, but learning from them is what drives change. That’s why we follow a three-step approach: start as a challenger with growing ambitions, evolve into a competitor by challenging the status quo and achieve initial successes, and ultimately become a champion.”
“Early next year, Audi’s first Formula 1 car will take to the track for the first time. This moment will be the start of something special. For many, it will be the first step on the journey ahead.”
Binotto, who was present in Munich with a driver line-up of Nico Hulkenberg and Gabriel Bortleto, said the title target was ambitious, but said it was a realistic target for Audi to aim for.
“At the end of the decade, is it realistic to aim to fight for the championship in 2030? Yes, definitely. That’s not only what Dr. (Gernot) Dorner mentioned, but what we all agreed on. So when deciding on the goal, we had a long discussion. We thoroughly analyzed what was possible and what was not possible. Looking back at other teams, how long does it take to build a solid foundation in F1?”
“I think five years is realistic, but it’s still very ambitious. Normally it might take longer. We’re ambitious, we’re Audi, so we’re ambitious, and we believe it’s the right time.”
“Before we succeed, it will probably take three years to build and two years to settle in. If we can win first, we will give it a try. Our ambition is, yes, we have set a goal, but we will do our best to achieve the best results in the shortest possible time. But yes, it is an agreed and shared goal.”
“If you go back to culture, I think that’s the first step: setting clear goals across the company, across the organization. I think that was really the first conversation, the first agreement.”
