Sponsor's plan for Formula 1: winning in the third year

It was unlikely that Audi would reveal any additional information beyond what it already provided at the announcement of its entry into Formula 1 from 2026, coinciding with the past Belgian Grand Prix held at Spa-Francorchamps. But attending the first press conference of Adam Baker, the new CEO of the newly created Audi Formula Racing GmbH, and head of the Audi Formula 1 project, was an opportunity we couldn’t let pass. Especially after the choice of Madrid for this event, which is a clear sign of the importance the Spanish market has for the brand of the four rings.

The fact is that we showed up at the venue… and found a surprise we didn’t expect. Well, not one, two. On one hand, the most representative models of the current Audi RS range (and some other historic ones) gathered around two emblematic competition cars, such as the Audi R8 LMS GT2 and the legendary Audi quattro; as if we were in a kind of museum. And on the other, the model of the Formula 1 single-seater in the Audi Sport colours used in the official announcement in Spa, moved to Madrid for the occasion. For those of us who love cars and racing, we even enjoy models, I can tell you.

Sure, the final car when it’s time to line up on the grid in 2026 will barely keep the four rings from the model. But it is still exciting to think of Formula 1 with the presence of a premium brand like Audi, the only one that, besides this discipline, has competed, innovated and won in the World Rally Championship, at Pikes Peak, in the DTM, at Le Mans, in Formula E… and even in the Dakar Rally.

Yes, at the Dakar: Audi already won four stages last year, being the first brand to take a stage victory in the legendary event with an electrified prototype, and showing its potential to claim the overall win already in its second participation in the event in January 2023. By the way, a note that fits perfectly here: let’s remember that the Audi RS Q e-tron for the Dakar uses the electric motors of the single-seater with which Audi competed in Formula E.

But today was about Formula 1, and for that we had Adam Baker entirely at our disposal. Let’s summarise his answers to some of the most interesting questions for brand fans and Formula 1 enthusiasts. But first…

Who is Adam Baker, the head of the Audi Formula 1 project?

The name may not ring many bells, but this Australian engineer with German nationality since 2018 has a career that will help you understand why Audi has trusted him with this project, which has started with a team of around 100 technicians from Audi Sport, and which, once fully staffed, will have more than 300 people.

Baker started working for Holden in 1998, developing road cars. But he soon moved into racing, working as an engine and systems engineer supporting Infiniti teams in IndyCar. By 2002 he was fully integrated into the Formula 1 “Circus”, working as an engine engineer for Cosworth, assigned to teams such as Arrows in 2002, Jordan in 2003, Jaguar in 2004 and Minardi in 2005. From there, he went on to spend the following years linked to BMW, first as engine engineer at Williams F1 and later at Sauber F1, moving in 2007 to become the top man at BMW F1 Powertrain, and until 2018 in charge of all of BMW Motorsport‘s competition programmes.

Before joining Audi, Baker also served as FIA Director of Safety for three years. As you’ll see, he is not short of experience.

Why has Audi decided to enter Formula 1?

It was an obvious question, though we don’t need Baker to explain it. Let’s be honest, they wouldn’t have told us anything we didn’t already know: it is the queen category of motorsport, the one with the greatest recognition and prestige, the one that draws the biggest audience, and the one everyone wants to win. For Audi, which already has the most important trophies in its cabinets, the challenge of achieving the motorsport “Champions” title had been on the board’s table for some time.

And the regulation change taking place in 2026 is the right moment: new rules, with a major change in the cars, which will give greater prominence to the electric part of the propulsion system. Something that, a priori, fits the electrification strategy of the four-ring brand, although it may seem contradictory given that Audi has announced that in 2026 it will only launch new cars with 100% electric propulsion. But if you think about it, it isn’t so much. You’ll understand it better later.

When will Audi be in a position to win races?

Other manufacturers tried before and withdrew without success… or after a resounding failure, you could interpret it either way. But Audi does not contemplate that possibility. For Baker, one advantage Audi has is that the decision was taken well in advance; three and a half years remain in which they can focus on preparation. Moreover, and this is even more important, the entry into F1 will coincide with a cycle change, the biggest this championship will experience in modern times. In a way, this represents an opportunity, and it evens things out somewhat with the manufacturers already inside.

The plans now include continuing to advance the development of the power unit, which will be manufactured in Neuburg, and doing the same with the complete car, seeking compromise solutions until the full technical regulations are known in 2024, especially regarding the chassis. With the help of the simulator, they could be in a position to carry out the first real track tests in mid-2025; and Spain appears to be one of the places marked on the calendar.

According to Baker: “our goal is to be in a position to win races in the third year.” But deep down, I think he said it tentatively, and both he and the brand’s fans trust it could even be sooner.

What technology transfer can F1 bring to road Audi cars?

This question is even more important given what I pointed out earlier: that Audi will not present any new model with a combustion engine from 2026, and we are talking about competing in a discipline with hybrid engines, having recently left Formula E, which would fit better with that announcement towards full electrification of its range.

But without doubt, Formula 1 will once again be a magnificent testing laboratory for Audi, as all the competitions it has taken part in have been. Perhaps this adventure won’t produce a chapter like the one quattro traction wrote in rallying; or the pages of success at Le Mans with the first victories of an FSI engine, a diesel, a hybrid with all-wheel drive… Innovating in F1 is necessary if you want to win, but this innovation, according to Baker himself, must also come from another direction: financial, logistical and strategic concepts…

Furthermore, keep in mind that due to its new technical concept, F1 will always allow the German brand to keep acquiring knowledge in batteries, high-voltage systems and motors for its future electric cars… or in combustion engines and synthetic fuels. Remember that Audi will continue selling cars with combustion engines at least until the mid-2030s… and many of them will be plug-in hybrids.

Otherwise, you surely have many questions noted down that you would have liked us to ask Baker. For example, whether what is an open secret will be confirmed, the possible partnership with Sauber. Or how the brand will handle facing its “sister” Porsche on the circuits again. Not to mention the matter of future drivers. It’s not that we didn’t try; but time and again, Baker put on a face of “all in good time, non ti preoccupare”. In his position, I would have done exactly the same.

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