Porsche and Audi are Joining Formula 1
In following-up to my blog post on Why Is Lamborghini Not in Formula 1?! I wrote that Volkswagon, the owner of Lamborghini, Porsche and Audi would actually position Porsche and Audi ahead of Lamborghini to be in F1 because there’s a high risk for the Lamborghini brand to be devalued, if they lost races and did not perform.
Well, it’s confirmed on May 2, 2022 that Porsche and Audi are joining Formula 1 in 2026!? Why are they joining now and how are they participating in Formula 1?
To answer the question why – there’s no time like the present as VW Group CEO, Herbet Diess said that the boom that grand prix racing was enjoying in key markets like the USA was a motivator. Additionally, there are new rules to be followed in 2026 like all F1 race cars will have new engines that are more electrified and run on synthetic meant that an opportunity was there to make the move that would not repeat itself for a while. This levels the playing field for any brands that might want to enter the series. As such, all will be building engines to comply with the rule change.
"Formula 1 is developing extremely positively worldwide," he said. "The marketing that is happening there, plus Netflix, has led to Formula 1's following growing significantly in the U.S. as well. Asia is growing significantly, including among young customer groups. If you look at the major sporting events or events in the world, it's the case that in motorsport, it's really only Formula 1 that counts and is becoming increasingly differentiated.
"If you do motorsport, you should do Formula 1 as that's where the impact is greatest. What's more, you can't enter Formula 1 unless a technology window opens up which means, in order to get in there, a rule change: so that everyone starts again from the same place.
Now to answer the question how will both brands participate? Porsche has been heavily linked to Red Bull, who are coming off Max Verstappen’s Drivers’ Championship last season in 2021. With new engine regulations coming in 2026, the possibility of a new partnership with Porsche is most definitely an appealing prospect for Red Bull as Honda is exiting Formula One. On top of that, the two have a history, having previously collaborated in the World Rally Championship.
Audi plans to enter F1 are much less clear. Initial speculation pointed toward a deal to acquire McLaren for $556.3M, however, both companies have denied such. Further reports have suggested Sauber, Williams, and Aston Martin as more likely options now.
The future is bright for both brands. “Porsche has to be the sportiest car brand in the world – so Porsche has to do motorsport,” he said. “And you come to the conclusion: if Porsche does motorsport, the most efficient thing is to do Formula 1. You almost have to put a check mark on that.” However, Deiss believes Audi actually has the greatest potential for success. As the weaker of the two brands, joining Formula One allows Audi to move into higher segments and into competition Mercedes. However, until further details are announced, we’ll just have to wait and see where Porsche and Audi will line up on the grid!
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