Gone are the days of extravagant launches as Force India unexpectedly revealed their 2014 challenger on Wednesday.
While most other teams had given launch dates for their new models, Force India kept mum until shortly the morning.
The team released the first image of the radical new VJM07 - the livery mainly black with the sponsors' logos adding extra colour - on Twitter. Although it is difficult to judge any design changes, the new car's nose is a lot lower, as demanded by the new regulations.
"The VJM07 looks stunning and the new livery reflects the way Sahara Force India is evolving," team owner and principal Vijay Mallya said on the official website. "I've always believed our cars have been the most eye-catching, but adding black as a main colour gives us a fierce new look."
He added: The new rules have presented us with a huge challenge, but I'm very proud of the approach we have taken and the direction of the technical team.
"It will be fascinating to see how different teams have interpreted the rules and at this stage it's impossible to predict who has done the best job."
While fans and rival teams will have to wait until next week's Jerez test before they can get a proper look, technical director Andrew Green admits just about everything is "new" due to the rule changes.
"Almost every single part is a new design, from the front wing right back to the diffuser. The genetics of the VJM07 still lie in the 2013 car, but we've had to achieve the same results in a slightly different way," he said.
He added: "It's been a massive job to accommodate all the changes to the power unit - it's the biggest change I've witnessed in the sport since I started in 1990. Cooling has been the biggest challenge with most of last summer taken up trying to understand the cooling requirements of the power unit, and how best to optimise it in the chassis."
The team will once again be powered by a Mercedes engine while they will have a "new" driver pairing with Sergio Perez joining from McLaren and Nico Hulkenberg returning after a year at Sauber.