No name change for Mercedes F1 team despite AMG focus · RaceFans

by Oct 11, 20200 comments


There will be no change of name for the Mercedes Formula 1 team despite the carmaker announcing a new initiative to promote its AMG sub-brand through the multiple championship-winning outfit.

Mercedes announced last week it will “intensify” its use of the F1 team to promote AMG, which it describes as its “high-performance sub-brand”.

However Mercedes team principal Toto Wolff said the increased focus on AMG will not lead to a rebranding of the team.

“It lies in the DNA of Mercedes to race,” said Wolff. “The first ever Mercedes was a race car and we build road cars and we build race cars.

“The new strategy going forward is to give the sub-brands a larger marketing platform. And it’s AMG, it’s EQ, it’s Maybach. I think it’s good that each of those brands get a specific touch.

“AMG is our high performance brand and 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. There is technology transfer between the companies, but just give it more marketing exposure and showcase the technology transfer that happens between AMG and the Mercedes Formula 1 team.”

Last month Renault announced it will name its team as Alpine from the 2021 F1 season, in order to promote its nice sportscar brand.

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