Audi’s global performance is slipping. Sales lag behind BMW and Mercedes-Benz, and in Australia, Audi doesn’t even crack the top 10.
While the broader Volkswagen Group continues to profit from brands like Porsche and Lamborghini, Audi sits in a strange limbo. Technically premium, but losing cultural traction fast.
The brand’s official entry into Formula 1 in 2026 via a takeover of Sauber and the introduction of its own power unit marks a significant shift in strategy. It is not just about racing. It is an attempt to put Audi back on the radar of the next generation of buyers.
The soon to be Audi team has seen consistent improvements this year with Nico Hulkenberg scoring his first podium of his long career in Silverstone this weekend.
Formula 1’s resurgence, driven by the success of Drive to Survive, has transformed the sport into a global marketing powerhouse. Just look at the amount of brands on every team and track?
Brands like Aston Martin, Ferrari and Alpine are already converting F1 exposure into lifestyle relevance and road car interest. Audi’s move into the paddock gives it access to the same halo effect if supported by the right products and campaigns.
Audi’s current lineup is technically strong but emotionally cold. The RS3 remains a cult favourite and the e-tron GT is a genuinely exciting electric vehicle, but the overall brand lacks a spark. Mercedes has the G-Wagon and the AMG stable.
BMW has a steady stream of M-badged drama and design controversy that keeps it in the spotlight. Audi plays it safe. Too safe.
Formula 1 gives Audi a new narrative to work with. Precision, performance, and technology on the world stage. If they back the team with proper engineering and start appearing on podiums, the downstream effect on brand perception will be significant.
Special edition road cars, high-performance EV trickle-downs and a marketing push that ties showroom models to track performance could finally lift Audi from its current stagnation.
Other manufacturers have seen this work. Honda’s reputation surged after powering Red Bull to championship wins.
McLaren’s road car division has seen renewed interest on the back of their F1 comeback. Even Ford’s limited involvement with Red Bull Powertrains has helped revitalise its performance image.
Audi’s issue is not capability. It is attention. Formula 1 gives the brand a rare opportunity to be seen again, not just as premium but as progressive and competitive. The road back to relevance starts on the track.
