Last year, Audi unveiled and launched the biggest barrage of new cars in the company’s history. How do you follow that up? Well, with even more new cars. If 2025 was the year Audi reinvented its core models, including the Q5 and A5, this year Audi will expanding its range several exciting ways. For starters, there’s the first ever Q9, which will launch Audi into the ultra-premium SUV space for the first time. And, we’ve heard Audi Sport — the brains behind the RS models — have plenty of exciting new machinery waiting in the wings as well.
Oh, and Audi is launching its own Formula 1 team this year too. (The 2026 F1 season has yet to begin, but Audi has already won the first battle: having the hottest livery on the F1 grid.)
We caught up with Vito Paladino, president and CEO of Audi Canada, to give us the rundown on what SHARP readers can expect from Audi in 2026, why F1 makes sense, Concept C, finding balance with electric and gas options, and being a tortured Leafs fan:
There’s a lot happening in the car industry right now, between EVs, tech, trade issues, shifting tastes. What’s top of mind for you heading into 2026?
Paladino: I’d answer the question a little differently. What shouldn’t we take our eye off? The trade, the industry transformation — that is all inputs. And it’s really important as a business that you navigate it, but our fundamental core is customers. You need to be a full portfolio brand. Always — regardless of what’s going on with trade or economy or transformation — we hone in and watch and really stay connected to our customer.
“For us, motorsport is a part of our DNA. I don’t know if Canadians realize how deep the Audi DNA is on motorsports; it goes back 100 years. We were a dominant player in rally, in Trans-Am, one of the most winning brands in Le Mans endurance racing.”Vito Paladino
When you say a “full portfolio brand,” you’re talking about Audi’s wave of new gas and electric vehicles. But EV sales industry-wide dropped last year. What’s the strategy now? Just offer choice?
I would say yes, but you have to watch your scale. If your scale is smaller, you’re not going to be able to stretch your R&D as far. We’re lucky enough to have a very strong brand, and also be a part of a bigger group [Volkswagen Group]. That allows us to experiment. That allows us to do some different things. That’s why we’re entering something like Formula 1 because that is the perfect testing ground, and it’s natural to Audi’s DNA. “Vorsprung” means progress; it means us stretching ourselves on future technology, but you need to make sure you have the chess pieces today as well. From our side, it’s absolutely important to be ready for the future, but still, you have to be in the game today. And Canadians have really embraced Audi, being the number one premium brand here in Canada for that reason.
Let’s talk about Formula 1 because — and this is huge for racing fans and anyone who saw Brad Pitt’s F1 blockbuster last summer — Audi is entering the sport this year. What does that mean for the brand in Canada?
You know, you can love a brand for its cars. You can love a brand for family memories of it, nostalgia. But a brand requires an identity. That comes through technology, that comes in through different models, but it’s also what type of lifestyle things you do with your product. For us, motorsport is a part of our DNA. I don’t know if Canadians realize how deep the Audi DNA is on motorsports; it goes back 100 years. We were a dominant player in rally, in Trans-Am, one of the most winning brands in Le Mans endurance racing. F1 allows you to use technology, use progress, to compete to a certain level. It’s a perfect fit. Racing, F1, the car itself competing: it pulls you in. And that gives you a sharper personality and identity as a brand.
That’s on the track. On the road, give us a rundown of what’s hitting showrooms this year.
Last year, I would say it was the core: A5 and Q5 being new models, and then later on, A6. These are the staples. This year, there’s Q3, our second best-selling model, and it’s brand new for 2026. Then you have to shape the brand. The all-new Q7 and Q9 are coming. These are really our ultra-luxury SUVs. And, I know everyone likes the performance cars, so there’s also a number of RS models coming our way too. We wouldn’t do something like F1 without having a really strong performance portfolio. I think our customers and our fans are really going to feel like it’s next level on design, performance, and how we have decided to reimagine the RS series.
BOTTOM: AUDI Q3.
PHOTOS COURTESY OF AUDI.
Can you give us any more clues about the upcoming Audi Q9? The company hasn’t really played in that ultra-premium SUV space before.
You’re going to see a next-level Audi, as far as what our version of premium is. When you have a brand that is known for quattro and all-wheel drive, and being able to navigate whatever terrain — including, if you’re in Canada, a really wintry one — and yet still put that suit and tie on for that polished look, that is what Q9 is to the extreme. It’ll be extremely capable, like all other Audis, but it’ll be able to clean itself up to the next level of prestige and premium-ness.
Concept C generated a lot of buzz. What does that new design direction signal for Audi?
When you look at Concept C, you see past Audis: Type C, the TT, the R8. That’s amazing for a car to have those design languages. The design language purposefully looks at the past to chart a new direction forward. That’s what Concept C does for us. Audi prides itself on a more minimalist type of approach, and I think Concept C takes it to the next level.
Of all the Audi models you’ve driven over the years, which one would you put back in your driveway?
The V8 R8 was a special car. If you look back, it was a fairly accessible car at the time, for high-performance vehicles, and yet it was so exotic. It was the sound, the throttle response, the styling. It checked so many boxes. Even today, it is amazing how much attention it gets. As we were winding down the R8, you really started to see the interest, and people started to appreciate how rare of a car it was.
Ah, yeah, sad to say the word is getting out and used prices for those old R8s are starting to reflect what an awesome car it was! But, outside of cars, what else are you into: watches, clothes, travel?
I’m a sports guy. I’m a tortured Leafs fan. I admit it. I still play hockey when I can, and it’s a great Canadian way to get together with friends you’ve had for so long and still do something active. I don’t want to upset anyone else in the country — I truly would love to see any Canadian team win at this point — and if it’s the Toronto Maple Leafs, that’d be amazing.
