For those with cherished memories of Formula 1’s extravagant launches, Sauber’s unveiling of its new identity did not disappoint.
London’s 15th century Guildhall building providing a stunning juxtaposition for striking new colours of the team formerly known as Alfa Romeo, still run by Sauber, and now officially competing as Stake F1 Team. A statue of Arthur Wellesley, Duke of Wellington (d. 1852), gazed down as the team kick-started its “new era” with a full-on sensory assault of lights, lasers, pounding beats and chaotic, vivid graphics.
This new era will be a brief one, however. With new manufacturer partner Audi due to arrive in 2026, expect this team to return to its more familiar muted corporate colours before long. In the meantime the team has an uncompromising new look.
“For us, it was important that everywhere we have this new identity that is clear and we created it all around this mantra ‘unleashed’,” explained team representative Alessandro Alunni Bravi. “We have translated this into every area, in all the teams’ assets, starting from the colour scheme.
“First of all, we wanted to have a colour scheme that is unique in Formula 1, that is not used by any other team because we want to have a distinguished approach in every area.”
In this respect they have already succeeded. Whether the colour appeals to you or not is a matter of taste, and there may be plenty of weight-saving bare carbon between the green, but this car is not going to look lost in F1’s increasingly bland and blue field.
“We want really to show that there is a new team identity, not something that could be similar to the old Sauber era or using colours that were similar to the previous six years,” Alunni Bravi continued. “So we went for a really 360-degrees approach in every area.
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“It’s a new team identity but it is also on our social media platform, a new way to communicate, different languages. So I think it has been an holistic approach for us. The colour is one element, but not all.”
The sharp contrast in the choice of launch venue, plus an event considerbaly more compelling than a few renderings being sent out by email, was intended to play that off: “As a testament of intent of everything also today we decided to have a car launch that is more an event, a show, to better communicate our vision and what we…
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