Mercedes adds AMG to F1 team name

In an interesting exercise in branding Mercedes has announced that AMG will be incorporated into its F1 team next year.

It will now officially be known as Mercedes AMG Petronas Formula One Team.

In addition the engine facility at Brixworth will henceforth be known as Mercedes AMG High Performance Powertrains.

In addition to its success in the DTM AMG has of course supplied safety and medical cars to F1 since 1996.

Making the announcement, Norbert Haug said: “These three letters are synonymous with high technology, sporting performance and excitement and this step is a further strong sign of the strategic commitment Mercedes-Benz has made to Formula One.”

Ola Källenius, Chairman of Mercedes-AMG GmbH, commented: “It is an historic first for the AMG name to be associated to the works Silver Arrows team, and offers fantastic opportunities: first, to further build the sporting identity of the Mercedes AMG brand through one of the world’s most-watched and most successful sports; second, to explore and deliver technology transfer between road and track.

“This is already being practised with the SLS AMG E-Cell project, whose electric powertrain will be developed as a joint venture between Mercedes AMG and our F1 engine specialists in Brixworth.”

Team Principal Ross Brawn added: “We are very proud to reveal our new team name today. It adds another strong performance element to our team’s identity and, by virtue of being shared between Brackley and Brixworth, will forge even stronger links within our team. At the factory, we have been focused for some time on the challenge of 2012, and our very clear ambition to move forward up the grid next year.”

Mercedes also confirmed that the new W03 won’t make its debut until Barcelona on February 21 – leaving Brawn and his revamped technical team the maximum possible R&D time.

Regarding the late launch, Brawn said: “As always, the winter development and manufacturing processes are a trade-off between time for finding performance in the factory, and time for delivering that performance during pre-season testing.  We believe that the decision to run the car at the second winter test is the optimum compromise for our design and development programme with F1 W03.”

2 Comments

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2 responses to “Mercedes adds AMG to F1 team name

  1. Sean

    Can they deliver a car worth of the new name?

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