Volkswagen’s premium brands Porsche and Audi will join Formula 1 after convincing the German auto-making group that the move will bring in more profit for the brand, VW Chief Executive Herbert Diess said. Discussions with the Board of Directors about the two brands’ plans had created some divisions, said Diess on Monday, May 2nd at an event in Wolfsburg, where the German carmaker is headquartered.
But according to Diess, ultimately, the brands, next to VW’s China business, are the group’s most essential income suppliers, making the case that they would pull in more money for Wolfsburg with a Formula 1 commitment than without one. He also said that Porsche’s preparations for entering Formula 1 were a little more concrete than Audi’s. He explained that the timing of the decision had been heavily impacted by the sport’s new engine regulations that will come in for the 2026 season.
“As Markus Duesman, the Chairman of Audi, always tells me, you usually make up one second per season on a medium-sized race track simply by optimizing details,” Diess added.