In a significant shake-up for Formula 1, Alpha Tauri, the sister team to the juggernaut Red Bull Racing, has confirmed a major rebranding ahead of the 2024 season. This decision, arriving amidst strong rumors, marks a departure from the fashion brand identity associated with Red Bull, signaling a shift towards a more neutral branding and US-centric sponsors.
Peter Bayer, the new CEO at the helm in Abu Dhabi, indicated that this rebranding is aimed at fostering greater synergies with Red Bull’s main team, which has been dominating the F1 circuits. This strategic move, aligning more closely with the energy drink giant, is seen as a way to bolster the team’s presence and performance in the highly competitive world of Formula 1.
However, Jody Egginton, the technical chief of the team, was quick to dismiss any notions that the 2024 car would be merely a carbon copy of the current, highly successful Red Bull model. “Clone” was the word he explicitly refuted, emphasizing the team’s commitment to maintaining its unique technological identity despite the rebranding efforts and closer ties.
The choice of the ‘Racing Bulls’ moniker, leaked on social media and speculated upon by many, is believed to be a move to create a neutral platform. This would potentially attract major sponsors like Visa and CashApp, tapping into the lucrative and expanding US market, as noted by the Austrian publication Osterreich – a strategic maneuver to position the team more favorably in the global market.
This period of transition also coincides with the departure of a key figure in the team’s history, Franz Tost. The long-serving team boss is making way for former Ferrari sporting boss Laurent Mekies, marking the end of an era. Reflecting on Tost’s tenure, Daniel Ricciardo, who also had a stint at the team when it was Toro Rosso a decade ago, remarked, “It’s been everything that’s given him drive for so many years.” He expressed his hopes for Tost’s well-deserved rest and relaxation, a sentiment shared by many in the F1 community who have witnessed his commitment to the sport. “I hope he can enjoy putting his feet up a little bit next year,” the Australian added. “I’m not sure fully what that’s going to entail for him, but I really hope he’s able to enjoy some R and R.”
In a parallel development, Sauber’s partnership with Alfa Romeo is also drawing to a close. The Swiss outfit is set to revert to the Sauber name in 2024, with new title sponsors yet to be announced. This change comes as the team’s future owner, Audi, plans its entry into Formula 1 in 2026, though it won’t be part of the team’s name next year.
“Alfa Romeo has competition in its DNA. When the conditions are right, we will return to thrill our fans once more,” confirmed the Italian carmaker’s CEO Jean-Philippe Imparato.
Makes sense, has the adapt to sponcers but I still think it’s difficult to think of Alpha Tauri as a real racing team.
They should have been renamed to Cadillac Andretti Racing by selling the team
It seems money is what they are all scared of losing & it seems they are all scared of losing positions to Andretti. How embarrassing would it be for the establishment to finish behind those loud brash Yanks
To be honest, Alpha Tauri only makes up the numbers and rarely delivers anything exciting. I say Andretti takes over and perhaps we might get something excting… though I doubt it. I am against the idea of B teams. Where possible, they should all be unique teams with their own banner and funds.
Couldn’t agree more
But with Andretti calling the shots & Cadillac putting the powerplant together they might just surprise some of the other teams, image how some would react if they took a couple of podiums in the 1st or 2nd season
Remember Andretti hasn’t come to make up the numbers, they want to shake up the establishment and the establishment is already worried it will happen
Yeah I like that. I say let it happen. Even if they are not quick it’s still a breath of fresh air. Better than the same old from Tauri. I think new teams with a different approach and good funding is fair enough for the sport.
Why are you so afraid of having additional team? Scared of competition? If 11 teams are too much for rest of the teams to handle, why not cut down to 8 teams? So everyone get a bigger pie. Heck, why not just cut the teams down to just Red Bulls, Ferrari, Mercedes, and McLaren? So points in every race then.
Just tell me! Why are some of you fans hate having 11 teams?
I don’t hate 10 teams personally I would like maybe 15 or more teams, I would also stop repairs after a red flag or changing tyres, if a team needs a repair or new tyres then they should pit under yellow or normal
I would also like the sprint race to be reverse grid with points for Top 10 & make it it’s own championship separate from the actual GP
Whos afraid of having additional teams? The F1 Teams certainly are. Partly because of the prize money, but also logistics, space, pit boxes and so on. In some of the tracks they are so tightlighly squeezed as it is (say Monaco) there isn’t any physical room for another team.
I do like the idea of more teams, but the logicstics do have to work. And having teams 1 second off the pace isnt useful either.