Audi Australia has unveiled a new premium digital experience in the lead-up to its Formula 1 debut at the Formula 1 Qatar Airways Australian Grand Prix 2026.
Formulated with digital and CX partner Apparent, the interactive platform is designed to showcase the brand’s entry into the sport under the banner “Feel Every Second”.
The launch marks a milestone moment for Audi as it joins the Formula 1 grid for the first time, with its inaugural race taking place on home soil in Melbourne next March.
Capturing the excitement of Audi’s first F1 lap
Nick Lim, CRM and loyalty senior executive at Audi Australia, said the brand wanted fans to feel part of the occasion from the outset.
“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.”
The hub allows fans to register interest for access to Audi’s premium trackside suite, explore event information and revisit key moments in the brand’s motorsport history.
A premium experience wrapped in Audi’s identity
Apparent’s creative director, experience design, Cristina Douglas, said the focus was on building an experience that matched Audi’s established design ethos.
“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.”
The site blends Audi’s “Vorsprung durch Technik” philosophy with motorsport energy through a mix of precision design, engineering-inspired visuals and interactive storytelling.
General manager marketing at Audi Australia, Nick Reid, said the integration between digital, race experience and brand mission was central to the launch.
“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.”
The site also revisits more than a century of Audi’s motorsport lineage, dating back to 1906, connecting modern F1 ambitions with a long history of engineering innovation.
Apparent delivers design, UX and technology in one build
Hamish Stewart, chief creative and experience officer at Apparent, said the site reflects the agency’s integrated creative and technical capabilities.
“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.”
The platform is built using Next.js, HTML5 and custom CSS, ensuring a smooth and intuitive user experience.