Audi’s global marketing footprint is being accelerated by its announcement of entering Formula One racing, taking over the Sauber team from the start of 2026.
Its CEO, Gernot Döllner, says the plan clearly focuses on the product and technology development boost and more strongly positions the Audi brand on the global stage.
The takeover of the Sauber team involves a 100% stake in the Swiss racing team, development of the power unit by Audi Formula Racing at the Neuburg site and strategic steering and activation of the program by Audi.
Staff changes see the chair of the shareholder committee of Audi Formula Racing, Oliver Hoffmann, become chairman of the board of directors of all Sauber companies. He also steps away from his position as a member of the board of management of Audi in charge of its technology development position, a role now to be taken up by Döllner.
Hoffmann’s experience in motorsport includes international wins and championships in customer racing, in DTM and in the all-electric Formula E World Championship. This year, Audi was the first manufacturer to win the notorious Dakar Rally with an electrified drivetrain.
Andreas Seidl, as CEO of the Audi F1 Team, will be responsible for the implementation of the F1 project as well as management of the Audi F1 Team. Seidl began his motorsport career in BMW’s Formula One program and was director of Race Operations during his tenure. He helped the automaker celebrate multiple world championships and three overall victories at the prestigious 24 Hours of Le Mans. From 2019 to 2022, Seidl was Team Principal of the McLaren Formula One Team before taking over as CEO of Sauber Group in 2023.
Döllner says: “I thank Oliver Hoffmann for his tireless dedication as a Member of the Board of Management for Technical Development. In recent years, Oliver has contributed significantly to the sharpening of the Audi product DNA that we are now bringing to market step by step with the launch of the Audi Q6 e-tron. In particular, the high-volume models based on the PPE and PPC, which are important for us, bear his signature.”
