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Audi Shifts Gears: Full Throttle into Formula 1 with Sauber Group Acquisition and Strategic Leadership Revamp

In a bold maneuver marking its commitment to the pinnacle of motorsport, Audi is turbocharging its entrance into Formula 1 by securing full ownership of the Sauber Group. The strategic decision, sanctioned by the Supervisory Boards of both Volkswagen AG and Audi AG, propels Audi to the forefront of Formula 1’s starting grid as it gears up for the 2026 season.

A reshuffle at the top sees Oliver Hoffmann, previously spearheading Audi’s Technical Development, stepping into the driver’s seat as the newly appointed Chairman of the Boards of Directors of Sauber Group. Hoffmann’s appointment underscores Audi’s mission to intertwine the realms of cutting-edge automotive innovation with the high-octane demands of Formula 1 racing.

In tandem with Hoffmann’s leadership, Andreas Seidl takes the helm as CEO of the Audi F1 Team, positioning him as the quintessential figurehead of Audi’s racing ambitions. Meanwhile, Audi CEO Gernot Döllner expands his portfolio, steering the Technical Development division into a new era of efficiency and innovation.

Under the strategic banner of the “Audi Agenda,” the company is honing its focus on product and technology advancement, with a keen eye on amplifying its brand presence globally. The acquisition of the Sauber Group signifies a critical leap towards achieving this, facilitating a seamless fusion of Audi’s engineering prowess with Sauber’s storied racing legacy.

Oliver Hoffmann’s elevated role promises to synergize the triad of Audi’s Formula 1 vision: ownership of the Sauber racing dynasty, the development of a formidable power unit by Audi Formula Racing GmbH, and the strategic orchestration of Audi’s grand motorsport narrative. This consolidation aims not only to catapult Audi onto the Formula 1 stage but also to amplify its brand essence worldwide.

The unanimous support from Islero Investments AG for Audi’s takeover bid of Sauber Holding AG exemplifies the shared vision and collaborative spirit underpinning this historic motorsport venture. With Hoffmann at the helm of Sauber’s board and Audi’s firm grip on the technical direction, the stage is set for a revolutionary chapter in Formula 1 racing.

As Audi sets its sights on the 2026 Formula 1 season, the brand reaffirms its commitment to technological leadership under the guiding principle of “Vorsprung durch Technik.” With a clear strategic roadmap and a team buoyed by experience and ambition, Audi’s Formula 1 project shifts into high gear, promising a thrilling blend of innovation, competition, and global brand enhancement.

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