The Formula 1 market may soon welcome a major new player. Audi is reportedly on the verge of selling part of its Sauber team to Qatar, and this move could reshape the paddock landscape.
So, what led to this unexpected turn, and what are the stakes for the German manufacturer? Let me break it down for you.
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An economic crisis forcing Audi to rethink its F1 plans
Last March, Audi proudly announced its full acquisition of Sauber for an estimated 650 million euros, confirming its official entry into Formula 1 for the 2026 season. For context, Sauber is currently competing under the name Stake F1 Team. However, the current economic climate is disrupting Audi’s ambitions. In Germany, Volkswagen, Audi’s parent company, faces significant challenges, with rumors of plant closures and layoffs. For Audi, maintaining such an ambitious and costly F1 program becomes a challenge, making external financing crucial to limit impacts on its core business. Against this backdrop, Qatar’s entry into Sauber’s capital could provide the necessary breathing room. Audi’s main goal is to protect its budget while remaining competitive in Formula 1. Qatari investment would secure the project’s future without affecting internal funds—a boon for the German manufacturer, which is determined to avoid canceling its plans.
Audi is on the verge of selling shares in its Sauber #F1 team to Qatar 🪙
Full story ⬇️https://t.co/WZMV22JdU0
— Autosport (@autosport) November 10, 2024
Qatar: a strategic investor for Audi
Why Qatar? This choice is, of course, not random. Qatar Airways is already a major F1 sponsor, even sponsoring the Qatar Grand Prix. The Qatari state holds a 17% stake in Volkswagen, making it one of the primary shareholders, alongside Porsche and others. In short, Qatar wouldn’t be entering unknown territory, as it already occupies two seats on Volkswagen’s supervisory board, giving it an influential voice in the group’s strategic decisions. Rumors suggest Qatar could inject up to a billion dollars if conditions are favorable. In return, a name change for the team could be on the table if the investment exceeds 50% of the shares. Imagine a season where we see an “Audi-Qatar F1 Team” competing alongside Alpine F1 Team—a scenario that, just a few months ago, seemed unthinkable.
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A strategic adjustment following key departures at Audi
Audi’s F1 project has already overcome numerous obstacles since its inception. Markus Duesmana, the former CEO and strong F1 advocate, was replaced in 2023. His successor, Gernot Rollner, decided to continue the program but with a more pragmatic approach, especially given the current budget constraints—we know joining F1 is exorbitantly costly. Over $200 million, just in entry fees. Oliver Hoffmann, another key player in Audi’s F1 project, also left in 2024, leaving the team searching for new leaders to carry its ambitions forward. With these departures, the idea of bringing in an outside investor like Qatar seems almost logical, providing a solution to avoid compromising its F1 development goals. This situation recalls other models in F1, like Mercedes, where Daimler Group owns one-third of the team, while the rest is held by INEOS and Toto Wolff.
This article explores the potential entry of Qatar into Audi’s F1 team, the economic reasons behind this strategic move, and how Audi could leverage this new investment to sustain its Formula 1 ambitions without sacrificing internal resources.
