Mercedes plan for stronger F1 link to AMG brand

Date published: October 7 2020

Lewis Hamilton Mercedes

Mercedes’ AMG brand is set to become a more prominent name in Formula 1 in 2021, with the relationship set to be “intensified”.

The AMG brand has been a part of Mercedes’ official team name ever since the 2012 season but, as part of the new strategy put forward to Mercedes investors in a recent conference call, the two brands are set to forge closer ties from next season.

As first reported by Auto Motor und Sport, the new strategic vision is as follows: ‘AMG is ready for the next stage with the electrification of its portfolio from 2021.

‘The sub-brand’s association with Formula 1 is to be intensified in the coming year in order to give greater emphasis to its identity as a high-performance brand’.

Lewis Hamilton Mercedes

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Mercedes, of course, are not the first Formula 1 team to announce their intentions to bring more focus to another of their brands in 2021.

Racing Point are going to fully rebrand as Aston Martin next year and Renault are also changing their team name to Alpine in 2021 in an attempt to raise more brand awareness and prominence.

However, it is not expected that Mercedes will also be changing their team name ahead of the 2021 campaign and instead the AMG brand will have more visibility on the W12 car.

Mercedes’ association with the Affalterbach subsidiary has already resulted in the creation of the Mercedes-AMG Project One car, which will see Formula 1 hybrid technology make its way from race track to road in 2021.

AMG is also expected to establish a stronger connection with the High Performance Powertrains (HPP) engine plant in Brixworth as it focuses on selling road cars cars with electrified drive systems in the future.

With the sliding scale budget cap coming into effect in Formula 1 from 2021, it will allow Daimler, owners of Mercedes, to potentially re-assign some of its Formula 1 workforce into a role with strong crossover with AMG.

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