In the future, the racing circuit will increasingly switch to electric drive technology.
(Photo: IMAGO/HochZwei)
Munich Motorsport in general and Formula 1 in particular are considered yesterday. In fact, it seems like ecological madness to drive in circles at more than 300 kilometers per hour and with an estimated consumption of 40 to 50 liters.
At first glance, Audi’s announcement that it would enter the racing circuit from 2026 is all the more dubious. Some are already talking about an almost bizarre decision. At second glance, however, the commitment of the Ingolstadt makes sense.
First, there is the economic component. Since last year, the ten teams that compete in Formula 1 have had to adhere to a budget limit. This was last at 140 million dollars per year. The financial risk for the participants is thus limited. At the same time, the potentially achievable advertising value increases.
The racing circuit now reaches almost 50 million people via Facebook, Twitter and Instagram. The growth here is remarkable. Mercedes-Benz alone puts its media value from Formula 1 at over one billion euros.
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In addition: For the first time in years, the racing series recently recorded more TV viewers. Around 445 million people watched at least one of the 23 Grand Prix last year. So Audi can use Formula 1 as a comparatively cheap advertising platform.
Formula 1 as a test laboratory for Audi
At the same time, the VW subsidiary’s racing series serves as a kind of test laboratory for synthetic fuels and highly efficient new drives. In Formula 1, almost half of the latter will soon have to consist of electrical components.
Since electric motors have long been a differentiating factor in the day-to-day business of car manufacturers, Audi can hope for valuable insights and redefine racing. After all, Formula 1 also has to become climate-neutral at some point – otherwise it will be dead anyway.
More: Audi will enter the somewhat cleaner Formula 1 from 2026 – Duesmann: E-fuels will play a crucial role