Audi’s position in Formula One has been significantly expanded with the full takeover of Sauber, completing a long-term vision for the German automotive manufacturer.
The company first joined F1 back in 2022 as a works supplier but its subsequent partnership with Sauber – an established team in the motorsports circuit since the 1990s – laid the foundation for future expansion.
With the 2024 F1 season now underway, Andreas Seidl has been named as CEO of the new Audi team to oversee its operations and business, having initially joined Switzerland’s Sauber as CEO at the start of 2023.
Quoted on the F1 website, Seidl commented that he is ‘looking forward to leading Audi into Formula 1 together with a highly motivated team as CEO of the Audi F1 Team’.
He added: “We have ambitious goals. Realisation of them is in progress and will be further accelerated through the complete takeover of Sauber by AUDI AG.”
The takeover marks a continuation of a significant year for Sauber from a business, commercial and racing perspective, with the company having switched partners in a major shapeup earlier this year.
Sauber had been racing under the Alfa Romeo brand name since 2018, but this came to an end in early January when betting firm stake was named as the team’s exclusive title sponsor for the 2024 and 2025 seasons, alongside streaming platform Kick.
Audi takes full charge of Stake F1 Team Kick Sauber two weeks into the 2024 season, with the Saudi Arabia and Bahrain Grand Prixs complete and the Australian Grand Prix up next on 24 March. Sauber’s drivers, Zhou Guanyu and Valtteri Bottas, are currently 13th and 19th in the F1 rankings respectively.
As well as appointing Seidl as CEO of the team, Audi has also appointed a new General Representative for its F1 journey, Oliver Hoffmann, who will be tasked with ‘strategic steering and activation of the programme by Audi’.
“Formula One is my big passion,” Hoffmann remarked. “I am convinced that by bundling responsibilities and taking over 100% of Sauber Group, we will further accelerate our preparations for the launch in 2026.
“I am pleased we were able to secure the services of Andreas Seidl as Audi F1 Team CEO. He is exactly the right man for our ambitious plan. Thanks to his broad experience from leadership roles on the manufacturer and Formula 1 team side, he will make a significant contribution to Audi’s Formula 1 project.”
