Audi determined to rewrite F1 history: 'We want to be the best ever'

07:01, 21 Jan

byLudo van Denderen

With the reveal of Audi's first livery, the Formula 1 adventure has truly begun for the outside world to see as well. During an opening event in Berlin, there was no shortage of ambition: “We want Audi to be the most successful team in history.”

Beaming, Allan McNish throws his arms around one familiar face after another. “How are you?”, the former Formula 1 driver and current Audi ambassador repeatedly shouts. Proud—that’s what the Scot is, as he tells everyone.

"It's been 25 years since I first joined Audi. And at that time, I would never have believed that 25 years later we would be here, still involved, looking at the heritage that it's got, but also looking at the next chapter," McNish says a little later to GPblog, standing next to the Audi car with which he won the 24 Hours of Le Mans for the third time in 2013.

Audi has an 'extraordinary day'

Because not only could McNish not have imagined it—the average racing fan couldn’t either. The Volkswagen Group brand had always been so devoted to DTM, endurance racing, Dakar, and for a while even competed in Formula E. But Formula 1? For the Germans, that was always a distant show. It just didn’t fit Audi.

In a time when Formula 1 is flourishing more than ever, Audi has also taken the plunge, and in Berlin, the world got to see the result of years of preparation. Gernot Döllner, Audi’s CEO, even speaks of an ‘extraordinary day’, shortly before the cover is pulled off a show car featuring the new livery.

Foto: Audi

It’s not entirely surprising; it’s the same color scheme shown earlier at another event, but now with sponsors on it. Revolut, Gillette, Castrol, adidas, Visit Qatar, Braun—world-famous brands that prove Audi means business. These are companies used to playing at the top of the corporate world, which is exactly where Audi wants to be in Formula 1.

The team has no illusions. Audi knows there is still much to learn, especially with a new, in-house power unit. As COO and CTO Mattia Binotto explains, the team will not set short-term targets, but the ambitions are sky-high: by 2030, Audi wants to become F1 champions, the Italian warns the competition.

Foto: Audi

Audi wants to become the greatest ever

On the other side of the stage, team principal Jonathan Wheatley goes a step further: “We want Audi to be the most successful team in history.”

There’s still a lot to be done for that, but let’s be honest: in every category Audi has ever entered, the brand ultimately became the benchmark. If the undoubtedly expensive presentation in Berlin is any indication, no expense or effort will be spared to reach the top.

Audi likely won’t be short of a loyal following either. Demand for access to the launch far exceeded capacity—practically all of Germany seems to have already taken Audi’s F1 team to heart.

“I don't think just in Germany. I think definitely all of Scotland as well," McNish adds with a laugh, before spotting yet another member of the Audi family passing by: “Everything good with you???”

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