Audi F1 CEO Tries to Turn Also-Ran Legacy Team Into a Winner

Audi’s Formula 1 boss said entering the sport via a legacy team has proved more difficult than starting with a clean slate, as the German carmaker runs up against more established rivals.

“The challenge is to transform what was a former private small team into a winning team,” Mattia Binotto, chief executive officer and team principal of the Audi Revolut F1 team, said at Bloomberg House Miami ahead of the city’s grand prix on Sunday. “Sometimes it’s even more difficult than starting from scratch, because then you are a small team with the wrong culture, the wrong mindset.”