Niki Lauda

Niki Lauda was a three-time Formula 1 world champion and one of the most financially astute figures in motorsport history. Earning millions through racing contracts with Ferrari, Brabham, and McLaren, Lauda later became a successful entrepreneur, building his wealth beyond the track. He founded multiple airlines, including Lauda Air, and later held key executive roles in F1, including with Mercedes-AMG Petronas. His sharp business acumen ensured that his financial legacy lasted long after his racing career ended, making him one of the wealthiest figures in F1 history.

Beyond his fortune, Lauda was known for his resilience. He survived a near-fatal crash in 1976 and returned to win two more world titles. He remained deeply involved in the sport, mentoring drivers like Lewis Hamilton and playing a key role in Mercedes’s dominance.

His legendary rivalry with James Hunt defined an era, later immortalized in the film Rush. Even after his passing in 2019, Lauda’s legacy in motorsport and business remains unmatched, proving that his impact extended far beyond the racetrack.

What Is Niki Lauda’s Net Worth?

At the time of his death in 2019, Niki Lauda had an estimated net worth of $200 million.

With a net worth of $200 million, Niki would undoubtedly rank among the world's richest F1 drivers..

Initially, Lauda amassed his net wealth through his racing career. In 1978, Niki Lauda signed with Brabham-Alfa Romeo. His contract included a $1 million annual salary, equivalent to approximately $4 million today after adjusting for inflation.

The most he earned during his F1 career was when he returned to racing in 1982 with McLaren, following a brief retirement. He secured a deal worth $3 million per year, which is about $12 million per year in today's money.

Beyond his on-track earnings, Lauda's second major source of income was generated through his private airline business ventures and investments. However, there is not much official information available about it.

What is Niki Lauda’s Claim to Fame?

The Austrian racing driver is best known for winning the Formula One World Championship thrice and is one of the greatest drivers in F1 history. Several key events of his career include the following:

• First Formula One World Drivers’ Championship: Lauda won the Formula 1 World Championship three times, in 1975, 1977, and 1984, with Ferrari and McLaren. He won his first Formula One championship in 1975 while driving for Scuderia Ferrari. This victory established Lauda as the best driver of his generation.
• 1973 Monaco Grand Prix: At the 1973 Monaco Grand Prix, Lauda's popularity began to rise after an impressive performance where he was running in third place during the race. However, he was ultimately forced to retire due to mechanical issues. Despite not finishing the race, his performance caught the attention of Enzo Ferrari, which played a key role in claiming his move to Scuderia Ferrari for the 1974 season.
• 1976 German Grand Prix Crash & Comeback: During the 1976 German Grand Prix, Niki Lauda's car swerved off the track, struck an embankment, and burst into flames. Trapped in the wreckage, he suffered severe burns to his head and lung damage from inhaling toxic fumes before fellow driver Arturo Merzario pulled him to safety. Though initially conscious, Lauda later fell into a coma after being hospitalized. Miraculously, he survived and, after recovering, began wearing a red cap to hide his scars. In an incredible comeback, he returned to racing just six weeks later, finishing fourth at the Italian Grand Prix.
• Comeback with McLaren & Third Championship: After a brief retirement, Lauda returned to F1 in 1982 with McLaren and won his third championship in 1984, narrowly defeating teammate Alain Prost by just half a point, the closest title finish in F1 history.

Businesses and Brand Endorsements

What Businesses did Niki Lauda own?

The three-time Formula One World Drivers Championship winner earns significant wealth through his various airline business ventures. Let's take a look at some of the most impressive details of the F1 driver's business ventures.

• Lauda Air: In 1979, Lauda founded Lauda Air, a charter and scheduled airline based in Austria. In 1999, Lauda sold Lauda Air to Austrian Airlines. After leaving the company, he went on to establish new airlines, including Niki and Laudamotion.
• Niki: In 2003, Niki founded Niki, a low-cost Austrian airline focused on short-haul European flights. In 2011, Air Berlin acquired a majority stake in Niki. However, after Air Berlin filed for insolvency in 2017, Niki ceased operations and was later acquired by LaudaMotion.
• Laudamotion: In 2016, Lauda acquired the Austrian charter airline Amira Air and rebranded it as LaudaMotion. The company mainly operated business jet services before Lauda transitioned to focus on scheduled passenger flights. Later, in 2018, Ryanair acquired a 75% stake in LaudaMotion, turning it into a low-cost airline under its group.

What Brands Did Niki Lauda Endorse?

The legendary F1 racer has earned significant wealth through brand endorsement, sponsorship deals, and partnerships. Let's take a detailed look at the motorsport racing driver's brand endorsement.

• OC Oerlikon Corporation AG: In January 2007, Lauda became a brand ambassador for OC Oerlikon Corporation AG, a Swiss high-tech industrial company. As part of this partnership, he prominently wore a red Oerlikon cap featuring the company's logo at public events.
• Viessmann: From 2002 to 2006, the German heating systems company, Viessmann, sponsored Lauda's red cap, displaying their logo prominently.
• Oerlikon: In 2007, the Swiss machinery manufacturer Oerlikon took over the sponsorship.
• Parmalat: Lauda endorsed Parmalat, an Italian dairy and food company. Their logo was prominently displayed on the cars Lauda drove.
• Aabar Investments: In 2010, Aabar Investments PJS announced a partnership agreement with Lauda. Since 2009, Aabar has been a major shareholder in Mercedes Grand Prix Limited, the Formula One team of Daimler.
• Novomatic: Lauda became a brand ambassador for NOVOMATIC in 2014. NOVOMATIC, an Austrian gaming technology company, partnered with Lauda to promote its brand globally. As part of the endorsement, Lauda represented NOVOMATIC at various events and public appearances.
• TAG Heuer: Lauda endorsed TAG Heuer during his time with Ferrari in the 1970s. Lauda won his first Formula One championship in 1975, and he famously wore a gold Heuer Carrera chronograph while racing. Later, Lauda became a brand ambassador for TAG Heuer, promoting their luxury timepieces.

Assets and Lifestyle of Niki Lauda

The 1993 International Motorsports Hall of Famer amassed significant wealth throughout his illustrious career. Despite his immense wealth, Lauda maintained a pragmatic approach towards money.

While exact details about his spending habits are limited, it's evident that he invested in ventures that aligned with his passions and interests. He had mainly spent his wealth on a mix of entrepreneurial ventures, particularly in the aviation sector, high-end car collection, and personal indulgences.

Niki Lauda’s Real Estate Portfolio

The only driver to win a Formula 1 World Championship with both Ferrari and McLaren, Niki Lauda, had a real estate portfolio that included at least one confirmed property: a luxurious villa in Ibiza. While there have been reports of other properties, including a villa in Vienna, Lauda denied purchasing that home, and details about his other residences remain scarce.

• Twin Towers in Dubai: One of the most well-known real estate projects associated with Lauda was the Niki Lauda Tower, a 26-story skyscraper in Dubai. Originally launched in 2007 as part of a series of celebrity-branded towers by ACI Real Estate, the project stalled in 2009 due to Dubai's real estate market crash. In 2023, Italian developer Preatoni Group took over the site, with plans to convert it into a residential complex set for completion by March 2026.
• Ibiza Villa: Lauda’s confirmed property was a villa in Ibiza, where he spent much of his time, especially during his later years. Lauda kept details of this residence largely out of the public eye, but it was regarded as a peaceful retreat for the racing legend.

Besides these two properties, Lauda was also rumored to own a villa in Vienna’s Währing district worth $7.2 million. However, he later clarified that he had only visited the property and had not actually bought it. 

Vehicles Owned By Niki Lauda Over The Years

Over the years, the legendary motorsport racing driver had an impressive car collection that reflected his passion for performance, precision, and excellence. Let's take a look at his exclusive car collection.

• Land Rover Defender: In 2008, Niki Lauda surprised fans by adding a Land Rover Defender to his car collection. He took delivery of the vehicle at the Megadenzel workshop in Vienna Erdberg, where sales consultant Andreas Huber had the honor of handing over the keys.
• Mercedes-Benz G-Wagon: Lauda was seen beside his Mercedes-Benz G-Class in a monochrome photograph, concealing the vehicle's true color. In a 2015 interview with Auto Motor Sport, Lauda mentioned that the G-Class was part of his car collection. Given the timing and the vintage nature of the photograph, this may be a 1984 G-Class model.
• Mercedes-AMG GT S: In the same interview as mentioned above, Lauda stated that his car garage included a Mercedes-AMG GT S. He expressed a strong preference for this model, even though he had considered switching to a C-Class. His decision to retain the GT S highlights his strong connection with Mercedes-Benz, a relationship further cemented during his tenure as non-executive chairman of Mercedes-AMG Petronas Motorsport.
• 1986 Ferrari 288 GTO: In 1973, after signing with Enzo Ferrari as a Formula 1 driver, Niki Lauda received a Ferrari 365 GT4 2+2 directly from Ferrari himself. A photograph from September of that year captures him joyfully washing the car. Fast forward to December 2022, his company car was auctioned off at Dorotheum, closing another chapter in Lauda’s remarkable legacy.
• Mercedes-Maybach S-Class: Among Lauda’s collection was a 2011 Mercedes-Benz S-Class Maybach. A notable moment showcased him driving former F1 supremo Bernie Ecclestone through the iconic Karussell corner at the Nürburgring in a sleek black Maybach.

To learn more about his exclusive cars and get a closer look at his automotive tastes, check out the full article on his impressive car collection.

Other Vehicles

• Private Jet: In May 2015, Niki Lauda announced the purchase of a new Bombardier Global 7000 aircraft.

What were Niki Lauda's Charitable Contributions?

The aviation entrepreneur often keeps his charitable endeavors private. One of the key events is the auction of his 1976 Nürburgring helmet, with a part of the proceeds donated to UNICEF, supporting humanitarian causes for children globally.