Electric Cars

In a pioneering move that redefines the landscape of Formula 1 partnerships, Audi has unveiled a substantial title sponsorship agreement with the burgeoning financial technology firm, Revolut. This alliance, set to commence with Audi's official F1 debut in 2026 following its full acquisition of the Sauber team, signifies a monumental step for both entities. The collaboration is not merely about brand visibility; it is designed to weave Revolut's innovative digital financial solutions into the very fabric of the team's operations, promising an immersive and engaging experience for fans globally. This strategic alignment underscores a shared commitment to innovation and pushing boundaries, aiming to disrupt established norms in the high-octane world of motorsport.

Revolut, a British-based digital banking powerhouse recently valued at an impressive $45 billion, marks its maiden foray into Formula 1 with this long-term, groundbreaking deal. This sponsorship transcends conventional marketing, with Revolut's platforms poised to manage the team's financial infrastructure and enhance fan interaction. The partnership succeeds Sauber's existing commercial arrangements, signaling a fresh era under the Audi banner. Both Audi and Revolut express a mutual vision of challenging the status quo, with Audi striving for engineering excellence and Revolut for financial innovation. As Audi prepares its power unit department in Neuburg, Germany, alongside facilities in Switzerland and England, this partnership with Revolut epitomizes a forward-looking strategy that embraces technological advancement and global outreach in the highly competitive sphere of F1 racing.

This collaboration between Audi and Revolut transcends a mere commercial transaction; it is a testament to the evolving nature of global sports and business. By integrating cutting-edge financial technology into the heart of a leading motorsport enterprise, they are setting a new standard for synergistic partnerships. This initiative embodies the spirit of progress, demonstrating how diverse industries can converge to foster innovation, enhance operational efficiency, and create deeper connections with a worldwide audience. Such strategic alliances pave the way for a future where technology and sport intertwine seamlessly, driving mutual growth and inspiring countless individuals to pursue excellence and embrace transformative ideas.

Racing to Reinvent: Where Motorsport Fuels Automotive Excellence

A Decade of Electric Racing: Shaping the Future of Mobility

For nearly ten years, DS Automobiles has been a steadfast participant in Formula E, a commitment that began shortly after the championship's inception. This enduring involvement has provided a fertile ground for learning and innovation, profoundly influencing the brand's identity and technological direction. Xavier Peugeot emphasizes that this long-term dedication is central to DS Automobiles' philosophy, enabling a seamless integration of high-performance electric capabilities into its new models, like the forthcoming DS N°8.

The Pillars of Consistent Success: A Team's Enduring Pursuit of Excellence

DS Automobiles boasts an impressive record in Formula E, securing multiple world titles for both drivers and constructors. This sustained triumph is attributed to a meticulously coordinated team effort, where every operational element functions in perfect synchronicity. Peugeot points to the consistency and continuity of their racing program as crucial factors, fostering an environment where immediate, efficient responses are second nature, a direct result of unwavering, long-term dedication to the sport.

From Track to Road: Pioneering Technological Transfers

The expertise garnered from the rigorous demands of Formula E circuits directly translates into tangible benefits for production vehicles, even across their distinct operational realms. A prime example is the advanced brake regeneration system, pushed to its limits in Formula E, which now significantly enhances the efficiency and performance of the DS N°8. Furthermore, shared software architecture between racing cars and road models, such as the DS 7 PLUG-IN HYBRID AWD 360's PERFORMANCE version, underscores this technological synergy. Features like the One Pedal system, offering enhanced regeneration, are direct offshoots of Formula E learnings, stimulating the Research and Development division to deliver more efficient and higher-performance electric experiences to customers.

Customer Engagement with Innovation: Embracing Sport-Derived Advancements

While the intricacies of motorsport-derived technologies might not be immediately apparent to every customer, these innovations are instrumental in delivering key benefits, such as the impressive 750km range of the DS N°8 and sophisticated energy management systems that enhance driving comfort. The brand's continuous efforts extend to aerodynamic refinements and other features that contribute to an enjoyable electric vehicle experience. The ongoing challenge lies in effectively communicating how competition directly translates into superior everyday vehicle performance.

Future Horizons: Expanding the Competitive Edge into Production

The journey of technological evolution continues, with electric performance and regenerative braking systems remaining at the forefront of development. However, future models will incorporate even more advanced solutions, with discussions already underway to integrate further sophisticated powertrains, thanks to the invaluable contributions of the DS Performance teams responsible for the Formula E single-seaters. This commitment ensures a continuous pipeline of innovation, directly benefiting future DS Automobiles offerings.

Luxury and Responsibility: A Harmonious Blend in Automotive Manufacturing

DS Automobiles prides itself on its avant-garde and premium DNA. While luxury serves as a design inspiration, the brand primarily operates within the premium segment. Peugeot underscores that high-autonomy electric solutions, exemplified by the DS N°8, are entirely compatible with corporate social responsibility (CSR) initiatives. This includes the extensive use of recycled materials in vehicle interiors, such as Alcantara seats made from 68% recycled content and other interior finishes incorporating a high percentage of recycled textiles, fabrics, or plastics. Additionally, the brand employs environmentally friendly processes, like naturally tanning leather with olive leaves and abstaining from chrome use. DS Automobiles embodies French automotive artistry and innovation, with competition acting as a vital catalyst for its ongoing growth and success.