Audi F1 Chief Eagerly Anticipates Launch of Production Concept C Sports Car as the brand continues to evolve both on and off the track. Audi’s entry into Formula 1 marks a major milestone for the company, now led by former Ferrari team principal Mattia Binotto. Known for his distinctive curly hair, sharp glasses, and calm, diplomatic demeanor, Binotto brings a familiar presence to the paddock.
Despite his long career at the pinnacle of motorsport, Binotto isn’t the stereotypical car-obsessed team boss. He doesn’t maintain an extensive classic-car collection, nor is he planning to add a vintage Audi to his personal garage anytime soon. His passion lies more in engineering excellence and team leadership than in amassing rare automobiles.
HARJA caught up with Binotto during the reveal of the Audi R26 Concept in Munich, Germany, and asked whether taking charge of the team had sparked his interest in any classic Audi models. Although he isn’t currently hunting for vintage Audis, there is a brand-new one he’s eager to get behind the wheel of—and it’s probably not the model you’d guess.
“We Will Build the Concept C”
When asked whether stepping into his new role had sparked an interest in acquiring any classic Audi models, Binotto was quick to shut the idea down. “Anything I tell you about classic cars would be wrong. I do not have a car collection,” he explained. “Even when I ran Ferrari, I could not tell you anything about their old models. So there’s nothing I want.”
Binotto was upfront about his lack of passion for vintage cars, but he is clearly ready to embrace the future—starting with the half-hybrid R26 race car set to hit the F1 grid next year. When asked if he had his eye on any new Audi models as a potential company car, he didn’t hesitate. “I want the new concept,” he said, referring to the recently unveiled Concept C electric sports car.
The Concept C combines design elements from both the TT and the R8, making it easy to see why Binotto is so captivated. Of course, Audi will need to put the car into production before he can call it his own. To that, Binotto simply replied, “We will.”
More Than a Design Exercise
Audi CEO Gernot Döllner has confirmed that the Concept C is far more than a styling exercise—it provides a clear glimpse of an imminent production model. While the production version is expected to be rarer and more expensive than the TT, largely due to its electric powertrain, its striking design could make it a new halo car for Audi, potentially stepping into the role previously held by the R8. With its upcoming release, the Audi F1 Chief Eagerly Anticipates Launch, reflecting the brand’s commitment to innovation and performance.
Design elements from the Concept C are already influencing future Audi models, with features from the concept gradually appearing across the brand. For instance, the front end of the R26 F1 car sports a Titanium finish—the same color first showcased on the Concept C. Even before Audi has taken part in a single F1 race, it’s clear that the company’s involvement in the sport is already shaping its future product strategy.
