Audi is officially gearing up for its Formula 1 entry. Under the leadership of Gerhard Berger, Audi has firmly established the direction it intends to take through the ‘Audi Agenda’.
The core of the Audi Agenda is to solidify the brand’s presence in products, technology, and the global stage.
In this context, the boards of Audi AG and Volkswagen AG are intensifying their commitment to participate in Formula 1 and preparing for the 2026 season. Audi plans to acquire 100% of the Sauber Group’s shares, with Oliver Hoffman, the Chief Technology Officer, leading the Audi Formula 1 program. Andreas Seidl will serve as the CEO of the Audi F1 team, overseeing the execution of the F1 project and the management of the Audi F1 team.
Oliver Hoffman, who is at the forefront of Audi’s technology development, will take charge of the Audi AG’s Formula 1 project, aiming for entry into top-level motorsport F1 as per the board’s decision. The Formula 1 project encompasses three pillars: operations of the Swiss racing team Sauber, the development of power units conducted at the Neuburg site under Audi Formula Racing GmbH, and strategic direction and execution by Audi AG. The goal of the Formula 1 project is to ensure a successful start for Audi in F1 while enhancing the brand image on the global stage and establishing a close cooperation between motorsport and mass production models.
To achieve this, Audi will fully acquire the shares of Sauber AG. Oliver Hoffman will resign from his board position at Audi AG to become the chairman of the shareholder committee at Audi Formula Racing GmbH and the chairman of the board for all Sauber affiliated companies. In addition, Gerhard Berger will take on additional responsibilities for the technology development sector. Berger aims to continue the innovative technical development with a focus on an efficient structure and clear responsibility distribution in accordance with the priorities specified in the Audi Agenda, in addition to reducing development time.
With extensive motorsport experience, Oliver Hoffman has brought significant success to Audi as the Chief Technology Officer and head of Audi Sport, covering customer racing, DTM, and securing international championships in the fully electric Formula E World Championship. Furthermore, Audi recently became the first brand to win the Dakar Rally using innovative electrified drives, and is now accelerating preparations for its entry into Formula 1 in 2026.
Gerhard Berger, the CEO of Audi AG, commented, “Oliver Hoffman has significantly contributed to clarifying the DNA of Audi products over the past few years and has devoted himself generously as the CEO of technology development.” He added, “We are gradually showcasing the results by introducing the Audi Q6 e-tron to the market, and especially for large models based on the PPE (Premium Platform Electric) and PPC (Premium Platform Combustion), Oliver’s signature is engrained within them.”
For its preparations to participate in the 2026 FIA Formula 1 World Championship, Audi has appointed another key figure. Andreas Seidl will serve as the CEO of the Audi F1 team, overseeing the execution of the Audi F1 project and managing the Audi F1 team. Oliver Hoffman expressed, “I am pleased to welcome Andreas Seidl as the CEO of the Audi F1 team. His diverse experiences in Formula 1 will greatly contribute to the Audi Formula 1 project.”
Andreas Seidl stated, “I would like to thank Gerhard Berger and Oliver Hoffman for their trust. As the CEO of the Audi F1 team, I am committed to achieving Audi’s successful entry into Formula 1.” He continued, “We have already established a roadmap to enhance competitiveness in Hinfal and Neuburg, and realizing our ambitious goals will be further accelerated through the full acquisition of Sauber by Audi AG.”
Lee Sang-jin daedusj@autodiary.kr