IDEA

115 days before the first Grand Prix, Audi marked its entry into Formula 1 with a strategically staged world premiere – as a visible signal of transformation, ambition, and new brand identity.

IMPLEMENTATION

Audi staged the world premiere of the R26 Concept at the Brand Experience Center in Munich as the start of its Formula 1 era. The dramaturgy led from the strategic classification of the long-term commitment by CEO Gernot Döllner to the creative vision of the future works team. The focus was on the unveiling of the show car as a physical expression of the new design philosophy. Presentations, visual staging, and content impulses combined motorsport, brand strategy, and corporate change into a consistent overall picture with a clear focus on the future.

CONCLUSION

The premiere made the entry into Formula 1 the visible starting point of the realignment. Motorsport became a strategic driver for the brand, culture, and ambition.

QUICK FACTS

•     World premiere 115 days before first race entry
•     Presentation of the Audi R26 Concept
•     Strategic classification by the CEO
•     Staging at the Brand Experience Center in Munich