Category Archives: 2018

Formula One: Turning the Red Bull Racing Aston Martin story on its head

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Amongst the #ToroHondaRenaultMcLarenRosso hype during the Singapore Grand Prix weekend, news of around Aston Martin increasing its involvement in Formula One with Red Bull Racing has started to solidify. Andy Palmer, Aston Martin CEO, when quizzed on the grid by Sky Sports F1’s Martin Brundle confirmed the business is keeping a watching brief on 2021 engine regulations, which should they fall favourably towards independent manufacturers, could lead to increased involvement of the brand. Should this be the case Palmer confirmed Aston Martin may seek to preemptt the regulation change by enhancing their visibility with Red Bull Racing possibly from as early as 2018.

This news comes at a time in which the media are speculating Red Bull’s long-term interest in Formula One may be dwindling, which has lead some observers to suggest a change of ownership of Red Bull Racing under the guise of Aston Martin. Whilst this is entirely possible, there are, in my opinion, a few to many creative leaps being taken for this outcome to be viable.

Firstly, lets address Red Bull or more specifically Dietrich Mateschitz’s diminished interest in Formula One. Red Bull entered F1 to sell a product, this objective is the same today as it was 30 years ago. In 2016 the Red Bull achieved more than $1,000M in media coverage from through Formula One. This far exceeds any investment the brand makes into the sport. With budget caps on the horizon, the business rationale for a marketing focused business to be involved with F1 will only increase. Should a $150M budget cap be achieved, Red Bull Racing can be assured of achieving this investment through existing sponsors, and prize funds. Red Bull stand to benefit from $1000M in free advertising.

2017 saw Aston Martin return to profit for the first time in over a decade. The business has stated ambitions around going public in the coming 5 years and are focused on expanding their automotive range to increase revenues. At this time, and in the mid term they are not a business capable of sustaining any form of Formula One engine development plan. Aston Martin Racing is a completely separate business to the Aston Martin which sponsors Red Bull Racing.

Returning to Dietrich Mateschitz. A serial entrepreneurr and self made billionaire. In recent years, he has seen the likes of McLaren diversify into the production of cars, and Williams create successful businesses in the application of their technology within a commercial environment. He is aware that the technical capability of the Red Bull Racing group is under utilised, something which will only increase under a F1 budget cap.  Projects such as Newey’s America’s Cup Project and the Aston Martin Valkyrie Hypercar project show an evaluation of ways in which the team can direct resources to other projects. Could this lead to an alternative direction for Red Bull Racing?

Rather than Aston Martin becoming title sponsor of Red Bull Racing, with a view to producing a power unit under the 2021 regulations. Could Red Bull be considering buying Aston Martin, supporting them in the acceleration of their automotive expansion plans, facilitating F1 power unit development, through their partnership with AVL, and using the proven brand power of Formula One allow Dietrich Mateschitz to evolve Aston Martin into a genuine competitor to the entire Ferrari Group.

Dietrich Mateschitz acquiring Aston Martin and reshaping his position in Formula One towards a Red Bull owned Aston Martin F1 Team, from a business perspective appears entirely more feasible than a company reporting $16M profit, having committed $550M to new road cars, suddenly investing $20M per annum in title sponsorship then paying to develop  an F1 engine.

All that being said, Red Bull, through offering half stories and snippets of information continue to dominate F1 news despite being unable to challenge for a world championship. The business continues to offer a master class in media manipulation. As in 2014, when F1 news was dominated by stories of Red Bull looking set to quit Formula One, Red Bull have an ability to create their own news to ensure they dominate the F1 headlines between the races.

Finally, despite quotes to the contrary, Red Bull Racing are very well aware that the best chance they have of securing a return to a championship challenging position is with a fully funded manufacturer. Talk of Aston Martin, in my opinion, is nothing more than a negotiating tactic around the terms under which the Volkswagen Group will enter Formula One.

Credit to Sean Bull for the fantastic livery creation supporting this article. 

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Formula One: McLaren set to badge Renault Power Unit – McLaren

Mclaren White label

As the F1 world awaits confirmation of the widely expected split between McLaren and Honda, attention has turned to the team name and branding for the 2018 season and beyond. It is fairly certain McLaren will switch to Renault power unit supply for next season in a deal which will see the Woking based team become a customer team for the remainder of the current iteration of Formula One Power Unit regulations.

Through social media, Fans and F1 pundits have been speculating on the likely name under which the McLaren Renault partnership will operate, with the overriding sentiment being that legacy of the respective brands not quite sitting well together. With almost every brand within the Renault-Nissan Alliance being touted as a possible fit for the partnership, from McLaren Infiniti, to McLaren Alpine, McLaren Nismo, and my personal favourite McLaren Dacia, the most logical naming convention appears to have been forgotten.

Zak Brown, Executive Director McLaren Technology Group, has been quoted as suggesting the team will consider producing Power Units under the McLaren brand under the new technical regulations, should costs not prove prohibitive. With this in mind it should be expected that the Renault agreement for 2018 will be delivered under a white label agreement, as already in place with Red Bull Racing who included naming rights to their Renault Power Unit in their partnership which LVMH, which sees the Power Unit branded Tag Heuer.

McLaren as an automotive entity in its own right will likely brand the white label Renault Power Unit as McLaren. Suggesting to the casual F1 follower or fan that the team is already producing its own power unit. Such a move will serve to further enhance the credibility of the McLaren Automotive Group and remove confusion around relationships between the road going cars and track based power unit partnerships.

After three of the worst seasons in the team’s history, it is highly unlikely McLaren will be in a position to sign a title sponsor for the 2018 season, the team must rebuild its reputation with brands and partners. As such when the 2018 team listing is announced expect McLaren to be listed simply as McLaren with no reference to any power unit supplier.

Should, for what ever reason, the Renault Power Unit fail to elevate McLaren from its current plight expect to hear some awkward interviews in which an unbranded power unit is held accountable for challenges facing the team.

The three P’s of Formula One: Points, Penalties and Prizes – Paddock Magazine

The 2017 Italian Grand Prix served to highlight once again that current Formula 1 regulations around grid penalties for exceeding…

Source: The three P’s of Formula 1: Points, Penalties and Prizes – Paddock Magazine

Formula One: Motorsports Mayweather vs. McGregor

Mayweather Vs McGregor

The Formula One circus springs back into life this weekend with the championship heading to Spa for the iconic Belgian Grand Prix. If history is anything to go by we can expect to see Red Bull Racing have made a step forward in performance through the break, and for Lewis Hamilton’s form to kick into high gear.

For the F1 fan during a Grand Prix weekend, it can easy to forget other forms of motorsport exist let alone other forms of sport, but this weekend it will be nigh on impossible to miss the relentless coverage of Mayweather vs McGregor.

Everyone loves a cross over! Mayweather vs McGregor is the sporting world’s ultimate cross over. The undefeated heavyweight boxing champion Floyd Mayweather coming out of retirement to answer the challenge of UFC legend Conner McGregor. Cynics would say it’s all about the money with each fighter set to earn in the region of $200 Million for the night and let’s face it, it is, but who cares?

Give the fans what they want and the world will talk about it. Prepare for every social media record ever set to be broken!  It costs more for a sponsor to have their name on Conor McGregor’s elasticated waist for 1 night than it does to be title sponsor of a leading F1 team for an entire season!

How can any other sport compete? Has there ever been a comparable event in motorsport? Could F1 or any other category put on a similar show?

What the world of boxing and UFC have in Mayweather and McGregor are personalities. Neither are backward in coming forward, both believe they are the best in everything they do and both have a constant need to tell the world. Their respective categories embrace this, encouraging them to build their names, which in effect will build the category. They are showman, they are entertainers. Within Motorsports this level of self-adulation isn’t overtly encouraged, the sport is about the team and is often attached to an automotive manufacturer whose reputation could be tarnished by an extrovert driver. In the coming years, should F1 elect to move away from it’s mandate of acting as a basis for automotive development and focus more on entertainment, the Mayweather and McGregor characters could emerge. Until then, we’re stuck with drivers being forced to apologise for sneezing in a way which could damage the brand they represent.

Motorsports is no stranger to a crossover. This year alone, Fernando Alonso was given the opportunity to try his hand in Indycar and proved to be no slouch, drivers often compete in multiple categories such as Jean Eric Vergne racing in Formula E and the World Endurance Championship this season. But when did a champion of one series last race directly against another champion? The simple answer is the annual Race of Champions event, which can attract a high calibre of driver including the likes of Vettel and 2016 champion Montoya, but given the knock out style of the event do they really get to race against each other? Is it really want the fans want?

Motorsport can do better than the Race of Champions. Liberty Media should take inspiration from Mayweather vs McGregor and go all out.  What would you like to see them do? Who would you like to see compete?

Finally, how many F1 drivers will be getting up at 5AM / staying up until 5AM on Sunday morning to watch the arguably the greatest sporting event of the year, and how many drivers will dare tweet about it?

Formula E: Why Audi don’t need Formula One

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Following on from yesterday’s post suggesting that after their success in the World Endurance Championship, Porsche may be considering a future in Formula One, Livery designer extraordinaire & MsportXtra partner Sean Bull went on to post livery concepts around a Future for Audi in F1 again partnering with Red Bull Racing.

Whilst I’m a huge fan of the livery concept. To me, Audi’s future in motorsport sits within Formula E. Earlier this month Audi became the first German Automotive manufacturer to officially commit to the championship, taking over the Abt team license.

As an automotive manufacturer, Audi has recognised the trend towards Electric Vehicles and are embracing it. In motorsports, with Formula One, Audi would be forced into a battle of the budget in order to compete and to be seen as a success. With Formula E, they can engage with a younger audience demographic within a cost controlled environment, in a sport supported by governments and industry. They have an opportunity to lead, not follow.

As Audi works driver Lucas Di Grassi tweeted last month, drivers might miss the 1000bhp LMP1 beasts of Le Mans but the future is Electric, and Audi have embraced their future.

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Formula One: Porsche Red Bull Racing? 2+2 = 5

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The eagle-eyed F1 Fan will have noticed a few interesting faces in and around the F1 paddock over the weekend of the Austrian Grand Prix. After attending a recent meeting to discuss the future of F1 Power Units a number of Porsche ambassadors made their presence known through the event. As a pundit for Channel 4’s F1 coverage, seeing Mark Webber in the paddock is not an unusual sight. Less usual though was his choice of attire, as pictured below Mark spent much of the weekend wearing Porsche team wear. Similarly, Mark’s former teammate and former Red Bull Junior driver Brendon Hartley attended the Grand Prix and he too wore Porsche team wear combined with a Red Bull cap for much of the weekend.

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Of course a logical explanation for this is that both drivers were taking part in demonstration runs through the race weekend, but a far more exciting ‘hollywood’ story is that fresh from having achieved their objectives in the World Endurance Championship securing 3 back to back victories at Le Mans, Porsche are seeking a new challenge. Given Webber’s recent history with Red Bull Racing, he, perhaps under the guise of his ambassador role with Porsche is in someway involved in discussions to bring the two parties together with a role for Brendon Hartley as a driver within the package.

I have stated previously that the relationship between ExxonMobil, BP, and Renault for me is not logical. Fuel and Lubricant solutions must be developed in conjunction with power unit development. It is not possible to define a one size fits all development roadmap for the Renault Power Unit. At some point in the near future, if not, at some point in the past. BP or ExxonMobil will identify a performance opportunity with the Renault power unit which does not favour the other supplier. At this point power unit development will split. Renault will produce one power unit format for the works team and a different solution for Red Bull Racing and Scuderia Toro Rosso. Who will fund this alternative solution, and at what point is a Renault Power Unit no longer a Renault Power Unit?

Could Porsche be considering redirecting budget from the World Endurance Championship, a figure believed to be in the region of $100M towards a power unit development plan in Formula One? Paying Renault to use their technology as a basis for involvement would minimise the risk of ‘doing a Honda’ ensuring reasonable performance from the word go.

One thing is for sure, Porsche are seeking a new challenge, drivers, unlike fans, don’t attend race meetings in team wear when they are not competing for the fun of it. Perhaps in this case 2+2 might just equal 5.

Thanks to Sean Bull for pulling together incredible concept artwork for a Red Bull Racing Porsche mash up.

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