Audi has set itself the target of competing for the Formula 1 world championships from 2030, ahead of its debut in the sport next year.
The new Audi factory team will build its own power unit in Germany and acquire Switzerland’s Sauber for its chassis division, with the two sites complemented by a technology office in Britain. Given its promise to become a full manufacturer as part of its participation, Audi acknowledges it will take a number of years to fight for the titles, but has a firm date in mind.
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“Motorsport is part of the Audi DNA and has always been the driving force behind technological progress and innovation,” said Audi CEO Gernot Dollner, as the team unveiled its brand identity in Munich on Wednesday. “By entering the pinnacle of motorsport, Audi is making a clear, ambitious statement. It is the next chapter in the company’s renewal.
“Formula 1 will be a catalyst for the change towards a leaner, faster and more innovative Audi. We don’t get into Formula 1 just to be there. We want to win. At the same time, we know that you don’t become a top team in Formula 1 overnight. It takes time, perseverance and tirelessly questioning the status quo. By 2030 we want to fight for the world title.”
Head of the Audi F1 project Mattia Binotto has previously managed Ferrari and says Audi will need to be patient to get through a number of milestones on the way to title contention.
“The Audi F1 project is the most exciting project in motorsport, if not in sport in general,” said Binotto. “The goal is clear: to compete for championships in 2030. That journey takes time, the right people and a mentality 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 the transformation. That’s why we follow a three-phase approach: starting as a challenger with the ambition to grow, evolving into a competitor by daring the status quo and achieving the first successes, and ultimately becoming a champion.
“Early next year, Audi’s first F1 car will take to the track for the first time. That moment will mark the beginning of something special. The first step of many on the journey ahead.”
Binotto was present in Munich alongside the driver line-up of Nico Hulkenberg and Gabriel Bortoleto, and while he describes the title target as ambitious, he says it is a realistic goal for Audi.
“Is it realistic to be competing at the end of this decade for a championship in 2030? Yes, there is no doubt about it. It’s not just that Dr. [Gernot] Dollner mentioned it, but it’s something we all agreed on together. So when we decided on our goal, we had a long discussion. We have made an in-depth analysis of what is possible and what is not. Looking back at other teams, how long does it take in Formula 1 to build a solid foundation.
“I think five years is realistic, but still very ambitious. Normally it could take even longer [time]. It’s ambitious because we are ambitious and we are Audi. And we believe this is the right timing.
“It gives us maybe three years to build and two years to consolidate before we become successful. If we can win sooner, we will try. Our ambition is such that, yes, we have set our objectives, but we will do our best to achieve the best results in the shortest possible time. But yes, it is an agreed and shared objective.”
“Going back to the culture. I think that’s the first step. It sets a clear goal for an entire company, an entire organization, and I think that was really the first conversation we had and the first agreement.”
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