Volkswagen named the reasons for participating in Formula 1

On Monday, Volkswagen Group chairman Herbert Diess confirmed that the carmaker’s Audi and Porsche brands will enter Formula 1 in 2026. Later, a video appeared on Youtube in which Diess explained why Volkswagen made the decision to participate in the championship.

“Interest in Formula 1 is growing all over the world,” said Herbert Diess. – Marketing decisions by the championship leadership, plus Netflix’s series, have fueled interest in Formula 1 in the United States.

Interest in the championship in Asia has increased significantly, including among the young audience. If we evaluate all the leading sports competitions in the world, only Formula 1 matters in the world of motorsport, which is becoming more and more differentiated.

If you like motorsport, you should be in Formula 1, because this championship has the most influence. However, in Formula 1, you can only get through the technological window that comes with the change in the regulations, because at such moments everyone has to start all over again.

Audi CEO Markus Duesmann [ранее был главным мотористом BMW в Формуле 1 – прим.ред.] I’ve always said on the track you can regain a second behind in a season, but when you debut with a new team it takes five or ten years to get to the lead. In other words, coming to Formula 1 only makes sense if the regulations change.

This is exactly what will happen in 2026, when power plants become more electrified and the final transition to synthetic fuels takes place.

It takes three or four years to develop a new engine, so now you have to make a decision whether to come to Formula 1. Otherwise you have to wait another ten years. Our two premium brands have decided the moment is right and are prioritizing Formula 1.”

Herbert Diess confirmed that the Volkswagen brand will not be represented in Formula 1, so that all attention will be focused on Porsche and Audi: “There will be no Volkswagen logo. Formula 1 does not suit this brand and will therefore not be presented.

Porsche will become the most important sports car brand in the world and that is why the Porsche brand is present in motorsport. This leads to the conclusion: if Porsche participates in races, then the company gets the most effect from Formula 1. We have to tick the box next to this item.

The Audi brand is weaker than Porsche, so Audi cars cannot be sold in the same high price segment. In fact, it is Audi that can benefit most from participating in Formula 1, strengthening its image. Audi already brings the Volkswagen Group four to five billion a year, but with Formula 1 it will be able to bring in more than without.

When you run out of arguments, you can say “I don’t believe in Formula 1”. However, there are strong arguments for the fact that Formula 1 will continue to grow in the future. Why limit your ability to make more money?”

Herbert Diess added that not everyone on the board of directors of the Volkswagen Group supported the decision to enter Formula 1, given the shift from combustion engines: “The decision was not unanimous. Of course we have other strategic priorities, where motorsport But our cars have to be technically perfect, we need driverless technology, we need batteries, we have many other concerns besides Formula 1.

However, our A-brands have said that Formula 1 is the most important tool to increase brand value and to demand higher prices for production cars. In the case of Audi, it is also an opportunity to show competitors that they have advanced technology.

The Executive Board and the Supervisory Board have therefore voted in favor of participating in Formula 1. In the case of Audi, it has yet to be decided in what form and with which team they will work together. However, both companies have already started developing engines.”