The Audi Brazil announced on Wednesday (09) that Rubens Barrichello will be the new ambassador of the brand in the country, with a special focus on experience actions with the RS models. The choice of the most experienced Brazilian pilot in the history of Formula 1 reinforces the brand’s strategy of combining tradition, sportiness, and innovation at a time when it is preparing to officially enter the category from 2026.
“Having Rubens Barrichello as an ambassador is a moment of great significance for Audi Brazil. He represents a history of victories, perseverance, and passion for motorsport, values that strongly echo with Audi’s DNA”, stated Gerold Pillekamp, Head of Marketing and Communication at Audi Brazil. According to the company, the partnership will help bring the brand closer to fans and consumers passionate about performance and motorsport.
Barrichello, who disputed over 300 Grand Prix throughout almost 20 seasons in Formula 1, will be the main reference in high-performance experiences, in addition to participating in strategic events of the brand in Brazil. The pilot will also be present at the second edition of the Audi driving experience, scheduled for this month, as well as other exclusive activations over the next few years.
“I am extremely happy to become the ambassador of Audi, especially at this moment when the brand is advancing towards the biggest competition in the world of motorsport. My passion for the RS models has always been great — they are cars that bring emotion, technology, and driving pleasure. Being part of this new chapter of Audi is an honor, and I am ready to take this passion to the fans and customers of the brand”, declared Rubens Barrichello.
The partnership is part of Audi’s preparation for its official entry into Formula 1 in 2026. The new regulation of the category provides for greater electrification, use of sustainable fuel, and stricter cost limits, which opens up space for manufacturers interested in demonstrating technological capacity and innovation. The team will have Mattia Binotto as operational and technical director, Jonathan Wheatley as team leader, and the pilots Nico Hülkenberg and the Brazilian Gabriel Bortoleto.
The development of the power unit will take place at the Audi Sport technical center in Germany. The expectation is that, in the coming months, the brand will intensify its communication and event actions in Brazil to create a connection with the national public and prepare the ground for its debut in Formula 1.
With the arrival of Barrichello, Audi reinforces its sporting image and expands its reach in the Brazilian market. He joins the team of brand ambassadors, which already includes Pedro Scooby, Alexandra Casoni, and Silvia Braz. The participation of a historical name in Formula 1 symbolizes the bridge between the brand’s competition heritage and the new era that begins in 2026.
