Ingolstadt/Doha, November 29, 2024 – Audi and Qatar Investment Authority (QIA) team up to accelerate the preparation for the Formula 1 entry of the four rings in 2026. QIA, the sovereign wealth fund of the State of Qatar, has signed definitive agreements to acquire a significant minority stake in Sauber Holding AG, the future factory team of Audi.

Differentiation according to size and positioning independent of powertrain type
Marco Schubert, board member for sales and marketing: “We are providing intuitive orientation for all customers worldwide”
Audi A6 with combustion engine to be revealed globally on March 4

Ingolstadt, February 3, 2025 – Global standardisation and clear orientation for all customers: Audi is strengthening the alphanumeric format of its nomenclature. Going forward, it will represent the size and positioning of each model globally in a unified and transparent way. The previous distinction between electric vehicles and models with combustion engines according to their number no longer applies.

“This decision is the result of intensive discussions and also follows the wishes of our customers as well as feedback from our international dealers,” says Marco Schubert, Member of the Board of Management for Sales and Marketing at AUDI AG. “Our nomenclature now provides all customers worldwide with an intuitive orientation in our portfolio. We choose the names of our models in a way that reveals size and positioning at first glance.”

Going forward, the global alphanumeric model name will consist of one or more letters and a number. The letters A and Q continue to signify the distinction between low-floor and high-floor vehicles. The numbers – currently from one to eight – enable a clear classification independent of the type of powertrain. As a result, the previous distinction between different drivetrain technologies according to even and odd model numbers no longer applies.

Thanks to the orientation according to size and positioning, all-electric models can share the same combination of letters and numbers with combustion-engine vehicles. The necessary differentiation between models and variants in the portfolio is done using the body style (e.g. Avant, Sedan, or Sportback) and the – already established – powertrain code (e.g. e-tron, TFSI e, TFSI, or TDI).

The first new model to use this nomenclature will be the combustion-engine-equipped Audi A6. It stands for the brand’s long and successful history in the full-size segment and will be revealed globally on March 4. Thanks to the powertrain code, the A6 Avant TFSI for example, will be clearly differentiated from the all-electric A6 Avant e-tron. No retroactive name changes are planned concerning models already on sale.

Audi heightens clarity for customers through global standardisation of model names

Ricci’s career has been defined by a deep understanding of the automotive industry’s rapidly changing landscape. He has held key roles in both the global and local automotive sectors, serving as Head of Digital Business Market Relations at Audi AG, where he led the communication and collaboration of global digital initiatives for Audi’s digital business in Ingolstadt, Germany. Prior to that, Ricci contributed significantly to Audi South Africa’s brand management and digital transformation, playing an integral role in shaping the company’s marketing strategy.

“We’re thrilled to have Ricci join us,” says the Head of Audi South Africa, Sascha Sauer. “Ricci’s extensive experience, particularly in digital strategy and transformation, will be invaluable as we continue to innovate and evolve in the fast-paced automotive industry. His leadership will play a crucial role in driving our brand’s success and expanding our presence in the local market.”

All Audi Sport drivers and co-drivers are positively surprised by the lower weight of the prototype with an electric drive. “Not only the weight, but also its distribution is more favorable now,” reports Carlos Sainz. “As a result, the car drifts less, it feels more agile and it’s easier to control.” An impression confirmed by Stéphane Peterhansel: “When we drive through long, fast corners, there are fewer centrifugal forces. So it’s much easier to stay on the inside of the corner. Likewise, our seating position is better than before.” Mattias Ekström, who is still a newcomer to off-road rallying after a successful career on the circuit and in rallycross, contributes his knowledge while benefiting from the knowledge edge of the two Dakar winners in the team. “Carlos’ and Stéphane’s experience helps us enormously with the set-up,” says Mattias Ekström. “It’s not about lap times as on asphalt courses, but about having a predictable car. In addition to the lower weight, the improved aerodynamics are also clearly noticeable. It has a positive effect especially at higher speeds.”

Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG:

“The investment by QIA reflects the trust and confidence the Audi F1 Project has already garnered, underscoring unwavering commitment of Audi to the initiative. This additional capital will accelerate the team’s growth and is yet another milestone on our long-term strategy. QIA’s involvement further energizes the dedicated efforts at both the Hinwil and Neuburg facilities as they work towards the entry of Audi in 2026.”