Red Bull’s second Formula 1 team RB is in need of a course correction to prevent its rebrand from becoming the basis for a misguided era. The unveiling of the VCARB 01 went unnoticed by many, but once the car and its branding were revealed, it became clear how awkward it is to discuss a team with such a clumsy new identity. This raises concerns that another small, independent team has sacrificed its identity to appease corporate priorities, and the implications of that should not be underestimated.
The launch itself was difficult to watch, taking place late at night in the US and early in the morning in Europe. It seemed to be a mere gesture to satisfy executives, partners, and VIPs, with everything else feeling like an afterthought. Style took precedence over substance.
It has been known for some time that this year would bring RB closer to Red Bull Racing. The name, the shared car parts, and the upcoming relocation of the UK base to the Red Bull campus in Milton Keynes are all obvious indications of this. However, as Red Bull’s corporate headquarters exerts such influence over its other F1 team’s future, there is a potential cost to consider.
Previously known as Toro Rosso, this team had a rich history and held significant meaning. It was undeniably a part of the Red Bull family, with its Italian name serving as a subtle link to its Minardi heritage and its presence in Faenza. The rebrand to AlphaTauri had a purpose within Red Bull, without eroding the team’s essence.
Now, Faenza’s influence and importance are diminishing, further eroding the team’s core and turning it into a corporate extension of the Red Bull F1 empire. The team’s identity has been sold to the highest bidder, and this approach lacks the marketing brilliance that made Red Bull a global success.
It’s important to note that the issue with the naming goes beyond sounding subpar, and the issue with Visa and Cash App as sponsors is not unique. Many teams on the grid have official entry names that we overlook, such as Mercedes-AMG Petronas and last year’s Aston Martin Aramco Cognizant. However, these teams have something genuine and meaningful behind their names. BWT Alpine is still Alpine, Moneygram Haas is still Haas. The only exception is Stake F1 Team, which is commonly referred to as Sauber. The team formerly known as AlphaTauri, formerly known as Toro Rosso, has deliberately been stripped of its identity, despite claiming the opposite.
The company itself is now called Racing Bulls, a nod to Dietrich Mateschitz’s Flying Bulls, which provides a nice link to the company. This was done to give the team a foundation without relying on sponsors. However, the logic behind the rebrand starts to unravel. The team is called RB instead of Racing Bulls, and the full name of the car is the RB VCARB 01, incorporating the Visa Cash App initials. This undermines the argument that the identity is meant to exist beyond sponsors. What will the car be called when the sponsors disappear? It’s needlessly confusing and weakly justified, further diminishing the team’s sense of identity.
The livery of the car, while popular on its own, also brings back memories of the Toro Rosso era. It lacks imagination and fails to evoke a strong sense of the team’s new identity. At the moment, the team simply comes across as “Red Bull 2,” which may not be the wisest move given the growing frustration from rivals about team collaborations.
While it’s commendable that the team’s owners are demanding more and striving for efficiency, performance needs to be the main focus once again. This team has the potential to be competitive this year, with a talented driver lineup and a strong car foundation. It has also made efforts to strengthen its structure and recruit experienced personnel. It would be a shame if the team’s transformation ends up making it weaker due to prioritizing corporate interests and the bottom line.
A stark contrast can be drawn with Alpine in this regard. Renault’s corporate missteps have been heavily criticized, but with a more focused launch and a suggestion of change, Alpine presents itself as more than just a marketing exercise with a race team attached. Red Bull’s risk of heading in that direction reflects poorly on the company.
According to the Source the-race.com