Tag Archives: 2018

Formula One: Ferrari QUIT …Ordinary Smoking

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Scuderia Ferrari secured their second victory of the 2018 Formula One World Championship in Bahrain yesterday, with Sebastian Vettel managing to extend the life of the soft tyre compound well beyond the Pirelli advised operating window. The four-time champion converting a two-stop strategy focused on pure pace into a one-stop endurance challenge in response to what many saw to have been a checkmate move from Mercedes with Bottas and a recovering Hamilton pitting for medium compound tyres after Vettel’s first stop. This demonstration of masterful tyre management and dynamic race strategy suggests a thrilling season is in prospect.

After the processional opening race of the season, the eventful Bahrain Grand Prix was a welcome relief for fans and media alike. Overtaking is possible in 2018! Away from the racing, another feature of the 2018 season that continued to grab the attention of commentators was the smoking Scuderia Ferrari and the Ferrari powered customer teams. Technically minded reporters suggest this feature of the 2018 Ferrari power unit is the result of the power unit solution employed by Ferrari to overcome additional restrictions on oil being used as fuel. Through 2017 the oil generating this ‘smoke’  would have been channelled back into the power unit and possibly improved performance, for 2018 Ferrari have elected to channel oil out of the car. Much to the frustration of any competitor lapping behind them.

Whilst the technical explanation is entirely logical, (albeit poorly explained in this article) there is an alternative school of thought around this new feature of Scuderia Ferrari. Ahead of the 2018 season, it was widely expected the scarlet team would feature branding from title partner Philip Morris International’s electric cigarette / vaping division IQOS. In fact livery designer extraordinaire Sean Bull put together this fantastic mockup livery around such an announcement:

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Regional advertising restrictions around products containing tobacco likely put an end to these plans, but curiously around the same time as the 2018 launch, PMI announced an extension of its agreement with the Scuderia. Since 2008, when all tobacco advertising was banned in sports, PMI and Ferrari have sought to bypass these regulations through the use of suggestive images, such as barcodes mimicking the brand name Marlboro or team logos reflecting the Marlboro brand identity, is it possible the new smoking look to the 2018 Ferrari is a form of next level subliminal advertising?

IQOS stands for I Quit Ordinary Smoking. The IQOS device acts as a substitute for cigarettes, giving users the tobacco kick as cigarettes, with reduced health risks. During use, IQOS emits a harmless smoke cloud (seen here). Has Ferrari Team Principle and Former PMI Marketing Executive, Maurizio Arrivabene, created the ultimate subliminal advert for IQOS in developing a car to mimick the characteristics of the product a sponsor is seeking to promote?

Is it time to rename the Ferrari SF71-H  the SFIQOS-H!?!

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Photo credit: Mark Sutton

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Formula One: Confirmed – Renault will not feature in McLaren team name designation

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McLaren has confirmed that Renault will not be referenced in the official team name designation for the 2018 season. Whilst Renault branding will feature within the team environment and livery as would be expected in a customer power unit relationship, the team will not be referred to as McLaren Renault.

As speculated on this site in September 2017, such a move will facilitate a single focus for the McLaren brand and enable consistent naming conventions should the team implement its own Power Unit solution under future F1 regulations.  Unlike fellow Renault customers, Red Bull Racing, McLaren have not taken the route of rebadging their Power Unit.

The Renault Power Unit supplied to Red Bull Racing has been badged TAG Heuer since 2016, in an agreement which saw the LVMH owned brand end a long-standing partnership with McLaren switching to the Milton Keynes based team.

The naming convention surrounding Toro Rosso’s relationship with power unit partner Honda is yet to be confirmed.

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: Sauber Honda Partnership CONFIRMED

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Earlier this morning, the Sauber F1 team confirmed a new partnership with Honda set to commence from 2018.  This Swiss-Japanese partnership will involve extensive strategic and technological realignment and creates a news basis for the team moving forward. Following the change in ownership of the Swiss based team, switching to Honda Power for 2018 demonstrates the team’s desire to return to the front through exploring all opportunities available to them.

Speaking on the new partnership Monisha Kaltenborn, CEO and Team Principal commented

“It is a great honor for the Sauber F1 Team to be able to work together with Honda in the coming seasons. Our realignment is not just visible through the new ownership but also now with our new technological partnership with Honda. We have set another milestone with this new engine era, which we await with huge excitement and of course we are looking for new opportunities. We very much look forward to our partnership with Honda, which sets the course for a successful future – from a strategic as well as from a technological perspective. We thank Honda for making this great partnership happen.”

Katsuhide Moriyama, Chief Officer, Brand and Communication Operations, Honda Motor Co., Ltd:

“In addition to the partnership with McLaren which began in 2015, Honda will begin supplying power units to Sauber as a customer team starting from next year. This will be a new challenge in Honda’s F1 activities. In order to leverage the benefits of supplying to two teams to the maximum extent, we will strengthen the systems and capabilities of both of our two development operations, namely HRD Sakura and the operation in Milton Keynes. We will continue our challenges so that our fans will enjoy seeing a Honda with dominant strength as soon as possible.”

Further details around the new partnership will be made available in due course.

Follow this link to check out the 2017 Sauber F1 Team Merchandise Collection from Errea Sport.