Audi has raced into a F1 website to mark its entry into the high-octane sport. Created with the brand’s digital and CX partner, full-service agency Apparent, the new site builds anticipation for the landmark event under the banner, ‘Feel Every Second’.
Audi looks to hit top-speed before it officially joins the grid at the Formula 1 Qatar Airways Australian Grand Prix 2026 in March.
“Our entry into Formula 1 is a milestone for the brand, and with our very first race happening here in Australia, we’re pleased to give Audi owners and fans the chance to join us at our exclusive trackside suite. The online experience captures that excitement, enabling fans to secure their tickets for this historic first lap and three days of adrenaline-filled racing,” said Nick Lim, CRM and loyalty senior executive at Audi Australia.
“As we crafted the site, it had to feel unmistakably Audi: premium, modern and technically precise. We drew on Formula 1 dashboard cues and a powerful tech-driven aesthetic, and built an interactive multimedia timeline that brings Audi’s racing heritage to life,” added Cristina Douglas, creative director, experience design at Apparent.
Rooted in Vorsprung durch Technik, the experience blends precision design with motorsport adrenaline. Fans can register their interest to access Audi Australia’s exclusive suite, find event news and information, and discover the brand’s rich heritage in motorsport, a journey of innovation and performance that began as far back as 1906.
“Formula 1 is fuelled by performance and progress, and so are we. From the race itself to the trackside experience to the digital ecosystem surrounding it, the result speaks for itself,” commented Nick Reid, general manager marketing at Audi Australia.
Built with Next.js, HTML5, and custom CSS, the site marries form, function and technology, creating a smooth and intuitive experience.
“The site brings together Apparent’s world-class visual, UX and tech capabilities, with the team delivering everything from premium front-end design to a custom ticketing system in the back-end. It’s the embodiment of our ambition to make an impact in everything we do,” concluded Hamish Stewart, chief creative and experience officer at Apparent.
Apparent picked up the B&T Award for Diversity on Friday night, with the ‘Change Direction’ campaign, for the Jilya Institute.
