F1 | Wolff: “The Mercedes name is not going to be dropped from Formula 1”
No total rebrand of the Mercedes F1 team’s activities despite a plan to strengthen relations between the AMG brand and the Formula 1 team is underway.
Mercedes has competed with its high-performance brand AMG which is also part of the German team's official name in Formula 1, since 2012.In addition, Mercedes has supported the AMG sponsorship of its Formula 1 cars.
Ola Kallenius, Daimler CEO, said during a strategic briefing in early October that relations between the Formula 1 team and AMG would be strengthened.
Taking their cue from another team in the F1 championship, Renault, which will change its name to Alpine starting in 2021, some of the team's producers have expressed their willingness to rename their Formula 1 activities.
But Mercedes Team Principal Toto Wolff said that despite AMG plans, no deal has been reached for the team's rebranding.
In fact, Toto Wolff said: “It lies in the DNA of Mercedes to race - the first ever Mercedes was a race car, and we build road cars and we build race cars,
“But the new strategy going forwards is to give the sub-brands a larger marketing platform - AMG, EQ, Maybach - and I think it's good that each of those brands gets a specific patch.
“AMG is our high-performance brand. Formula 1 cars are high performance cars.
“The Mercedes name is not going to be dropped from Formula 1. On the contrary, it's always going to be a Mercedes, the chassis is always going to be a Mercedes, the team name is always going to be Mercedes, and we are all Mercedes people.
“But in addition to that, we are also AMG. We represent AMG as a high performance brand and we want to increase the visibility of AMG which exists today.
“Here is technology transfer between the companies, just give it more marketing exposure and showcase the technology transfer that happens between AMG and the Mercedes Formula 1 team.”
Wolff also stated that F1 is not promoting hybrid engines well enough.
“I believe we are not telling the hybrid story well enough” he said.
Furthermore, the German team is about to win their seventh F1 Constructors’ Championship this year, while their driver, Lewis Hamilton is on his way to win his seventh F1 Drivers’ Championship.
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