F1: Audi sets timeline for success in F1

Audi CEO Adam Baker has said the team would like to be winning F1 races by 2028 or 2029.

Audi appointed Australian Adam Baker as CEO to oversee the company’s initial steps as it begins ramping up for its Formula 1 effort, with Baker explaining the thinking behind committing to racing in F1.

“There is no single reason, there are several factors that have aligned to make it extremely attractive for manufacturers, in particular for Audi,” Baker told Spain’s AS.

“F1 is in a transition period with a sustainable concept for the championship. With new rules, which will introduce innovative power units focused on the electrical part, plus sustainable fuels, it is aligned with Audi’s future strategy, directed towards electric mobility.

“Also, F1 has increased in popularity. It is by far the best media and marketing tool in the motorsport world, and one of the best in any industry. At the same time, F1 has achieved cost reduction and that makes it even more attractive. The engines of 2026 will have a spending ceiling and that, in addition to limiting costs, provides certainty about long-term budgets.

“If you want a fantastic platform to demonstrate your competence and knowledge 24 times a year, this is the best place.”

Baker said that the aim is for Audi to be winning races by its third year, ie. 2028.

“We want to be competitive in three years,” he said.