Sauber's acquisition of Andreas Seidl was a statement of intent, but OllieHarden picks out five classic mistakes that must be avoided ahead of Audi's F1 debut.
If there were any lingering doubts over the seriousness of Audi and their Formula 1 plans, they quickly evaporated earlier this month when Andreas Seidl was appointed the chief executive of strategic partner Sauber.
Whenever a major manufacturer lands in F1 the attraction of a big-name driver, as the symbol of the team’s ambition, is considered a must, yet it is remarkable how often and how quickly such star signings turn to mud in the hands of all involved. With Sauber accustomed to modest results for most of their 30-year history there is a danger that, having effectively won the lottery, they will sign a big name just because they can, because a driver once deemed out of reach suddenly becomes very attainable.
“If you want to perform in F1, you need to have one leader in the team and one single way,” he said. “If you have two different visions then the result is that the work inside the team is slow.” The potential for friction and interference from above is obvious but, having been granted the power and control to make major decisions at McLaren by chief executive Zak Brown, Seidl will have a feel for what a team principal needs to operate effectively.
Setting bold targets may sound good, but all those in charge can really ask for is a consistent trend of progress from year to year.Audi’s entry is a victory for F1’s 2026 engine regulations with Audi and sister brand Porsche both involved in discussions along with the current manufacturers when it came to formulating the new rules.
The engine has the power to either make or break Audi’s 2026 prospects and it would surely help if they could identify a potential customer team or two in the meantime. Mercedes’ Formula 1 success was complemented by a title-winning Formula E team until very recently, while McLaren will compete in no fewer than four categories – F1, FE, IndyCar and Extreme E – in 2023.
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