Audi’s Ambitious Entry into Formula 1: Restructuring for Victory

Ahead of its much-anticipated debut in Formula 1 (F1) in 2026, renowned German automaker Audi is taking strategic steps to not only participate but also compete at the highest level. One of its key moves has been a major restructuring of its team leadership, signaling the brand’s serious commitment to long-term success in the sport.

Most notably, Audi has appointed Mattia Binotto, former Ferrari team principal and current Chief Operating and Technical Officer, as the head of its F1 project. This move comes following the departure of Adam Baker, who previously served as CEO of the F1 program. This marks the second major leadership change in just 12 months, underscoring Audi’s flexibility and focus on building the right organizational foundation.

According to reports, the goal of this leadership reshuffle is to make the internal structure “clearer and more streamlined.” With Audi managing two separate divisions—engine development in Neuburg, Germany, and chassis and car manufacturing in Hinwil, Switzerland—establishing a unified chain of command is crucial. In this new structure, Binotto will oversee both chassis and engine development. Meanwhile, Christian Foyer, newly appointed as Chief Operating Officer of the engine division, will now take on the responsibilities formerly held by Baker.

In addition, Jonathan Wheatley, a seasoned figure from Red Bull Racing, will be in charge of race operations—everything that happens on track during race weekends. These roles have been clearly defined to ensure efficient collaboration across different departments and regions.

These leadership appointments suggest that Audi isn’t entering F1 simply to make an appearance. Instead, the company is meticulously constructing a professional, clearly organized, and performance-driven operation, tailored to meet the rigorous demands of the world’s most competitive motorsport.

Audi’s journey into F1 will be through the takeover of Sauber, a team currently based in Hinwil, Switzerland. This acquisition provides Audi with a ready-made racing infrastructure as it prepares for the 2026 season. As of now, Nico Hulkenberg and Gabriel Bortoleto are expected to be the drivers for the debut season, though the F1 driver market is known for its volatility and last-minute changes.

Beyond leadership and team structure, Audi is making strategic geographic expansions. The company is exploring the possibility of setting up a new factory in the UK’s famed “Motorsport Valley”, which includes Oxfordshire, Northamptonshire, Bedfordshire, and Surrey. This region is home to some of F1’s most successful teams like Mercedes, Red Bull, and McLaren, and serves as a global hub for motorsport engineering talent.

Establishing a base in the UK would give Audi direct access to this pool of highly skilled engineers and technical staff. More importantly, it would allow Audi to develop a cross-border technical network that spans Switzerland (Hinwil), Germany (Neuburg), and the UK, enabling innovation and enhancing overall team performance. Explaining this vision, Binotto told the BBC:

“Expanding into the UK allows us to remain close to one of the world’s most dynamic motorsport ecosystems. Our vision is to create a strong, collaborative network across Hinwil and the UK, driving innovation and performance. Hinwil and Neuburg will continue to lead our main engineering operations and experience the largest team growth.”

While the UK factory location has not yet been finalized, it is clear that Audi is not entering F1 merely for brand exposure. The company’s approach is deeply rooted in long-term competitiveness, underlined by strong management, international collaboration, and cutting-edge engineering infrastructure.

The 2026 F1 season is shaping up to be a transformative year for the sport, with a major overhaul of engine regulations set to level the playing field for new entrants. For Audi, this represents a golden opportunity to join the grid without the historical disadvantage of legacy competitors like Ferrari, Mercedes, or Red Bull.

By combining German engineering discipline, Swiss precision, and British motorsport expertise, Audi is crafting a foundation that could make it a genuine contender in Formula 1—even in its early years. With strategic hires, well-defined leadership roles, and investments in international facilities, Audi is signaling a clear ambition: not just to race, but to win.