A Formula 1 car built with a true aesthetic philosophy—designed not by a racing specialist, but by a production-car designer. A CEO who brings his company into the top category of motorsport not just for visibility, but to learn, to be inspired by the fastest development cycles in the world, and to inject that mindset into the entire company. And the head of the championship describing F1 as “never so close to the real world,” with manufacturers using it to accelerate technologies that will reach the public faster than ever.

The unveiling of the Audi R26 Concept, which previews the final livery of the car that will race in the 2026 Formula 1 season, brought together Audi’s CEO Gernot Döllner, design chief Massimo Frascella, and Formula One Group president and CEO Stefano Domenicali. The Munich event featured an inevitable red carpet lined with celebrities and drivers who have accompanied Audi through its victories across every motorsport discipline—from world rallying to Dakar and endurance racing.

But beyond the glamour lies a concrete reality: a company aiming to simplify its lineup, redefine its stylistic identity in a more evocative way, and above all, accelerate.

“Audi has never entered a competition merely to participate—we enter with the goal of winning. By 2030, we want to fight for the title. But there’s more. Our entry into Formula 1 is part of a much broader project; it’s a means to renew the company and enhance our global competitiveness.”

In a tone surprisingly different from what one might expect in a sports-focused press conference, CEO Gernot Döllner explains how Audi intends to “use” Formula 1 from a perspective far removed from the traditional image-driven approach of manufacturers.

“Success requires precision and teamwork. This is the mindset that will guide the new Audi. We want lighter structures, leaner processes, and faster decision-making.”
Döllner speaks about industry through the lens of motorsport. “The performance we aim for—what we choose and what we build—comes down to one word: clarity.”

“There is a strong vertical line dividing the front of the car, finished in magnesium, from the rear, where the new Audi Red meets a black surface enhanced with carbon-fiber reflections.” It is unusual in Formula 1 to hear such detailed stylistic notes—or to see a racing car described as a Concept, a term usually reserved for prototypes destined for production.

But this happens because the Audi R26 Concept is signed by Massimo Frascella, the same designer responsible for shaping the future of Audi’s road-car design language.
“We want the most surprising car on the starting grid. We want to be the boldest brand away from the track. And we want to create cultural impact—to form a deep emotional bond that inspires courage and sophistication.”

The R26 Concept follows the same path as Concept C, which previews all the stylistic elements of upcoming Audi models.
“We have stripped the design down to its essence. We are transforming from a premium brand into an organization dedicated to products that are coherent in every aspect. With the R26 Concept, we want to show why we aim to have the most stunning car on the grid—and why we believe we are the boldest brand off the track. Formula 1 embodies the essence of speed—and that is why we are here now.”