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F1 | Wolff still hopeful for Porsche entry: “they just need to figure out if there's another interesting project or whether they can buy a team”

Toto Wolff explains how a brand like Porsche – and its marketing investments- would be a great for F1.

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F1 | Wolff still hopeful for Porsche entry: “they just need to figure out if there's another interesting project or whether they can buy a team”
Fuente imagen: @MercedesAMGF1

The Volksvagen group will be making its Formula 1 debut in 2026 – with the new engine regulations-, when Audi will be joining the grid alongside Sauber.

Plans, originally, were to join with two of its groups – Audi and Porsche – but over the Italian GP weekend came the announcement that negotiations with Red Bull halted.

Porsche wanted to be more than a simple engine supplier, they wanted a shareholding deal, something Red Bull felt that it was not worth to put its independence at stake for, as Christian Horner later explained.

Mercedes Team Principal Toto Wolff, however, is still confident Porsche can find a way to race in F1.

"I don't think you need to sign up until 15 October, if you want to join in a year later," he said in a session with media including MotorLat at the end of the race in Monza.

"Definitely it would be a great thing for Formula 1, if Porsche were to join, they just need to figure out if there's another interesting project or whether they can buy a team.”

"Maybe it's not 2026, maybe it's '27 or '28, but it would be great addition to the grid."

Wolff has been one of the most fervent supporters of the VW group joining the grid and back in August, when Andretti was making his bid, he stated – rather bluntly- that "issuing new franchises to people that cannot increase the overall value of Formula 1" would not be beneficial.

Not even if it’s an established name with history in motorsport like the Andrettis.

Mario had told MotorLat, in an exclusive interview, that they were experiencing some disappointing resistance despite having a long-term plan to join the grid.

“You absolutely welcome manufacturers but the manufacturers come and go. We don’t come and go – we come and stay.”

But big brands like Audi, argued Wolff, are a better fit as they provide more value to the sport -and consequently to other teams- in terms of business and marketing exposure.

Something that applies to Porsche as well.   

"Every large corporation especially auto companies - Red Bull is also pretty good at that - buys the racing team and invests large amounts of money into running it, but invests even more into activation is beneficial for Formula 1," Wolff observed.

"And if a brand like Porsche that is known all over the world, puts their marketing dollars into activating Formula One, we will all be benefiting.”

"I think this is this is the important part by not just having the team and running it but in all the markets that we race, big advertising campaigns and putting the brand out there.”

"That's why having these big brands in Formula 1 is important."

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