Two major car brands are entering Formula 1 in 2026, each with the same ambition but very different approaches. Audi has taken over the Sauber team, while Cadillac, under General Motors, is building a team from scratch. Both see F1’s new hybrid engine rules as a perfect marketing platform for their road-car technologies.
Audi: Transforming an Existing Team
Audi’s strategy focuses on transforming Sauber into a competitive F1 team. The team has a mix of trackside and factory leadership. Jonathan Wheatley, formerly of Red Bull, manages operations at the track, while Mattia Binotto, ex-Ferrari, runs the technical and factory side.
Audi also builds its own engine at Neuburg while improving Sauber’s Hinwil base in Switzerland. Despite early struggles from underinvestment, the team showed progress in 2025, with veteran driver Nico Hulkenberg achieving a podium at the British Grand Prix.
Early tests suggest Audi sits in the midfield, competing with Haas, Alpine, and Racing Bulls, while slightly ahead of Williams. The team aims to compete for championships within five years.
Cadillac: Building From Scratch
Cadillac faced a different challenge. Starting fresh, they had to create an entire team while dealing with F1 politics and delays. Initially, Andretti Global tried to enter the sport, but the bid was rejected. After restructuring and strengthening GM’s role, the entry was approved.
Team principal Graeme Lowdon leads the project, supported by technical director Nick Chester. The team operates across multiple locations: Silverstone in the UK, Warren, Michigan, and Charlotte, North Carolina. A new facility in Indiana will serve as the main manufacturing center.
Unlike Audi, Cadillac relies on Ferrari customer engines until their own power unit arrives in 2029. The flat management structure and peer-to-peer communication model aim to handle the geographical challenges.
Different Challenges, Same Ambition
Audi focuses on transforming an existing team and integrating a new engine. Cadillac builds a team and culture from scratch, planning for the long-term with its own power unit.
Audi is ready to compete in the midfield immediately, while Cadillac’s real performance will likely start once their engine program is complete. Both have ambitious goals, but they approach F1 from different angles.
