Mercedes F1 team won’t fully rebrand to AMG

Date published: October 21 2020

Valtteri Bottas

Mercedes Formula 1 boss Toto Wolff has confirmed that the team will not be moving fully under the AMG banner.

AMG is Mercedes‘ high-performance division, and it has featured in the Formula 1 team’s name since 2012 as well as in the branding on their Formula 1 cars.

And at a time where Wolff and Daimler keep batting away rumours that the Formula 1 team will be sold, Wolff also struck down talk that Mercedes team could move fully under the AMG banner.

“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,” he is quoted by Motorsport.com.

“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.”

Get your hands on the official Mercedes 2020 collection via the Formula 1 store

One team who will rebrand for 2021 to showcase a new division of their company is Renault.

From next season they will carry the name of their performance division, Alpine, while current Renault F1 boss Cyril Abiteboul will be in charge of the brand.

New Renault CEO Luca de Meo said previously that the Alpine brand would be a better fit for Formula 1.

“I think the Alpine spirit will give it – let’s say a boost, and I also know that even if Renault is a glorious brand, I think that the fit within the Formula 1 world of Alpine is even better. It can be even better,” he said as per Motorsport.com.

“I am a big believer that Formula 1 should be a championship of constructors with brands that make people dream, with the connection possibly between racing on Sunday and selling on Monday.

“So with a connection that the customer can touch in the street: looking at Ferraris, Mercedes, and some glorious names like Williams, and Aston Martin next year, it’s good for the sport.”

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