After much speculation, Volkswagen chief executive Herbert Diess has declared that Audi and Porsche will enter Formula 1 in 2026.
For fans, it was a soap opera that never ended, but the decision was taken by its CEO, Hubert Diess: the VW group will finally join Formula 1.
Hubert Diess hinted that the group had exhausted all reasons not to enter F1 and that competing would have more advantages than staying on the sidelines. The decision to join F1 split the board of the Wolfsburg group, which ended up accepting since this participation will bring in more income than it will cost.
“F1 is developing extremely positively around the world. It hasn’t had much exposure in the US for a long time, but what’s going on there marketing-wise is amazing. The Netflix series (Drive to Survive) led to a big increase in public interest in America, Asia and among young people. […] If you want to do motorsport, only F1 counts.”
1.55 billion viewers
In France, there are nearly 2.5 million viewers per Grand Prix, and more than 70 million worldwide. The last Grand Prix of the 2021 season played in Abu Dhabi recorded a worldwide audience of 108.7 million viewers. In cumulative TV audience, Formula 1 boasts the figure of 1.55 billion viewers having attended the races in 2021.
For the Volkswagen group, the changes made to the regulations in 2026 are an opportunity to be seized. Indeed, the new regulations will force manufacturers to accentuate the electric part of powertrains and that of synthetic fuels. Porsche even going so far as to source its eFuels in Chile.
Porsche’s plan to enter Formula 1 appears to hinge on an association with Red Bull as engine manufacturer, which could rename the team Red Bull Porsche. On the Audi side, it’s a little less concrete, even if some sources are counting on a rapprochement with McLaren.
2026 or never
During his speech, Hubert Diess notably declared: “As a newcomer, we cannot catch up, it takes five to ten years to be ahead. That means that we can only be competitive if we there’s a big change in the regulations, and that’s what will happen in 2026 when they increase the electric part of the engine.” Before adding: “Both brands think it’s a good thing to get involved and they give priority to this project. […] F1 is in their view the most attractive and both brands believe that with synthetic fuels it will also be environmentally sustainable. We assume that F1 will still be the biggest championship in 2026 and 2028.”