The Future of Sauber: A Transformative Journey into Audi’s Era in Formula 1
Ten months have passed since Mattia Binotto took on the role of Chief Operating and Technical Officer at Sauber, and as the clock ticks down, the anticipation builds for the transformation of this Swiss Formula 1 team into Audi. This marks Audi’s inaugural venture into the F1 arena, a bold move that comes with the recognition that reaching the front of the grid will present considerable challenges, particularly for a team that has not secured a podium finish since 2012—over 250 races ago.
In light of the challenges posed by the budget cap and aerodynamic testing limitations, the most rational approach thus far has been to channel the team’s efforts toward the new technical regulations set to take effect in 2026. This strategic focus comes as the team acknowledges that competing effectively during the current season will be an uphill battle. However, this does not imply that 2025 is beyond hope, as exemplified by Nico Hulkenberg’s impressive seventh-place finish in Australia, showcasing a glimpse of potential.
“It must be a year of growth if possible,” Binotto shared in an interview. “I don’t believe the constructors’ championship position is as significant as our ability to fight for points in every race. Establishing consistency in our results is crucial, and achieving that would represent a significant advancement for us.”
Setting the Stage for Success: Binotto’s Vision
Binotto’s vision for Audi’s success is clear: he aims for the team to be a title contender by 2030. While other teams frequently announce ambitious long-term goals, such as Alpine’s now-defunct “100-race project” from 2021, Sauber has historically shied away from such lofty aspirations since its BMW era in the late 2000s. Binotto emphasizes that this shared objective with Audi is not just a dream but a realistic target that provides the team with ample time to build a solid foundation.
Drawing from his extensive experience at Ferrari during its golden era, where the team clinched five consecutive drivers’ championships in the early 2000s under Jean Todt’s leadership, Binotto understands the importance of patience and strategic planning. “If we reflect on the past, I was at Ferrari during a remarkable period with Michael [Schumacher]. However, every team requires time to establish itself: Jean Todt joined Ferrari in 1993 and didn’t secure a title until 2000. He is not the only example of a successful foundation being laid,” Binotto explained.
He highlighted McLaren’s gradual recovery as another testament to the truth that building a competitive team is not an overnight endeavor. “It takes time to enhance infrastructure, tools, personnel, organization, and culture,” Binotto stated, acknowledging the unique blend of Audi’s German efficiency with Sauber’s Swiss heritage. He noted that merging these distinct cultures would not be a straightforward task. “When we speak of culture, we refer to behaviors and team spirit. It’s reasonable to expect that this integration will take time—three years to build, followed by two years to solidify.”
The Pillars of Growth: Staff and Infrastructure
The path to building a successful team is built upon two interconnected pillars: staff and infrastructure. Historically, Sauber has faced challenges in attracting top talent to its Hinwil base, with many skilled F1 engineers hesitant to uproot their lives and families to relocate to Switzerland.
To address this issue, Binotto recognizes the necessity of establishing credibility for the team’s vision. “A name alone isn’t sufficient; Audi is not enough. We need concrete actions to back up our ambitions, and we are already implementing those,” he asserted.
Binotto is acutely aware of the difficulties in recruitment, particularly in England, where potential candidates often cite personal circumstances as barriers to relocation. “When you try to hire in England, you discover that it is never the right time due to children’s schooling, spouses’ jobs, or houses that need selling,” he noted. However, he remains optimistic, challenging the notion that people don’t want to move to Switzerland. “I believe we will surprise you,” he remarked. “I have a great appreciation for Switzerland; it offers a high quality of life and a positive environment for families, which could become our competitive advantage.”
To attract the best talent, Sauber is committed to demonstrating the viability of its project through tangible actions, such as the onboarding of key personnel and securing sponsorship deals. For instance, the addition of team principal Jonathan Wheatley from Red Bull and the investment from the Qatari fund are steps that will enhance the team’s credibility. Binotto expressed confidence that, in a year’s time, the narrative surrounding Sauber would shift from questions of recruitment challenges to inquiries about the influx of talent.
Establishing the Sauber Centre of Technology UK
A pivotal initiative in this effort is the establishment of the Sauber Centre of Technology UK, which aims to attract elite talent from the renowned motorsport valley in England. This facility will work in tandem with the Hinwil base, where the chassis is developed, and the Neuburg facility in Germany, where the engine is produced.
Binotto anticipates that the new engineering hub will be operational soon, initially employing around 20 individuals. This center will serve as a gateway for Hinwil, providing a more accessible option for staff who may be reluctant to relocate to Switzerland immediately. Meanwhile, significant upgrades are needed at the Hinwil site, including the integration of a cutting-edge simulator.
“We are addressing numerous fronts simultaneously, and they must progress in parallel,” Binotto explained. “We need to expand, which involves constructing new buildings and increasing our internal manufacturing capacity. Anyone familiar with Hinwil understands that expanding the current site poses challenges, so we may need to look beyond the existing perimeter.”
The Challenges Ahead: A New Engine Manufacturer
As Audi ventures into Formula 1, it faces the daunting task of becoming the first engine manufacturer to enter the sport since Honda’s struggles a decade ago. This transition requires considerable effort, especially as the brand aims to establish its presence in an incredibly competitive environment where it may not initially excel.
Nonetheless, Binotto is resolute in his belief that Audi possesses the necessary resources and determination to succeed. The team is aware that the road ahead will be lengthy and filled with challenges, but with a strategic focus on developing talent and infrastructure, Sauber is poised to embark on a transformative journey that could redefine its legacy in the world of Formula 1.
Concluding Thoughts
The road ahead for Sauber under Audi’s ownership is one filled with possibilities. As Mattia Binotto leads the charge, the focus on building a robust foundation for the future is paramount. With a commitment to attracting talent, enhancing infrastructure, and integrating cultures, the team is embarking on a new chapter that holds the potential for success in the highly competitive world of Formula 1.
