By 2026, Audi is set to make its debut in the Formula 1 scene through Sauber. Initially planning to acquire up to 70% of the well-established Swiss racing team, Audi has now revealed its intention to go a step further by purchasing the complete ownership of Sauber before they hit the grid. This move will transform one of the oldest independent teams in Grand Prix racing into a wholly owned subsidiary of the world’s largest automaker within the next two years.
With this strategic plan comes a leadership reshuffle as well: Oliver Hoffmann, the current head of technical development at Audi and former leader of Audi Sport, will step down from his role to take the helm as the chairman of both Audi Formula and Sauber Group. Meanwhile, Andreas Seidl, the CEO of Sauber and former principal of McLaren’s team, will assume the position of CEO of the Audi F1 Team. These pivotal changes have been given the green light by the top executives of Audi, Volkswagen, and Sauber’s current majority shareholder Islero Investments AG, awaiting final implementation.
“I am grateful to Gernot Döllner and Oliver Hoffmann for their confidence and look forward to leading Audi’s foray into Formula 1 as the CEO of the Audi F1 Team,” remarked Seidl in Audi’s official statement. “We have a well-defined roadmap for achieving competitiveness in both Hinwil and Neuburg. Our aspirations are indeed high.” The announcement also highlights Seidl’s new role as “the face of the upcoming Audi Formula 1 Team,” a responsibility that echoes his previous experiences at McLaren.
The No. 63 Sauber-Mercedes C9 that won the 1989 24 Hours of Le Mans, driven by Jochen Mass, Manuel Reuter, and Stanley Dickens. Paul-Henri Cahier/Getty Images
Sauber has been a fixture in Formula 1 and motorsports since the 1980s. Initially collaborating with Mercedes-Benz on successful sports prototype endurance racing cars, Sauber’s entry into F1 was delayed following Mercedes’ withdrawal. However, the team took matters into its own hands in the 1993 season. Partnering with entities like Red Bull, Sauber secured factory support from BMW after the latter ended ties with Williams, marking a significant period from 2006 to 2009. As that partnership concluded, founder Peter Sauber reclaimed the BMW stake, re-establishing independence for the team.
Independence has been a defining trait of Sauber ever since. The collaboration with Alfa Romeo was primarily on a marketing basis and did not impact ownership. A potential deal with Andretti Autosport fell through due to “control issues” at the eleventh hour three years ago. Despite facing challenges, Sauber has admirably sustained its presence in the sport, even though competitiveness has waned over the years. Audi’s acquisition represents a pivotal moment in the team’s history, with Volkswagen Group’s substantial resources poised to drive significant investments in technological advancements and potentially driver salaries.
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