The Glitzy Formula 1 Season Launch: A Team-by-Team Analysis
Mercedes: A Lackluster Performance
The glitzy Formula 1 season launch was a mandatory event for all teams, but the enthusiasm varied significantly. Mercedes’ presentation was one of the most lackluster, with a dreary atmosphere that seemed to radiate a sense of "do we have to?" The dry ice and smoke machine effects were unimpressive, and the car, which looked like it was from the previous year, slid and spun on the catwalk as if suspended by a giant Roomba. The highlight, if any, was George Russell’s attempt at humor during the Q&A, but it was too little, too late. The deletion of the red INEOS flash atop the roll hoop could have been a source of intrigue, but the audience seemed more interested in heading to the bar.
Alpine: A Disastrous Effort
Alpine’s presentation was a fiasco. The team outsourced the majority of its seven minutes to F1 theme composer Brian Tyler, who appeared as his DJ alter ego Are We Dreaming. The video montage was barely self-deprecating, and the use of Alex Jacques squawking "What is going on at Alpine?" summed up the room’s sentiments. Team boss Oliver Oakes and drivers Pierre Gasly and Jack Doohan seemed eager to get it over with, with Oakes answering questions flippantly, leaving MC Lawrence Barretto floundering. The absence of any mention of Franco Colapinto, Alpine’s reserve driver, was notable. A ghostly image of Colapinto could have added some intrigue, but the segment felt like a nightmare vision.
Haas: Earnest but Lacking an Edge
Haas’ presentation was earnest but lacked the spark needed to stand out. The video package was slick but followed a familiar template. Team boss Ayao Komatsu wisely let his drivers, Esteban Ocon and Oliver Bearman, do the talking. The car, which sported a new livery, was displayed on a large-scale Lazy Susan, but the segment still felt routine. The most interesting element was the additional white paint on the car. A bit more edge, perhaps a pre-emptive headlock from Ocon, could have livened things up.
Sauber: Making the Most of Limited Material
Sauber, now known as Stake F1 Team Kick Sauber, had the unenviable task of opening the livery launch. Despite limited material, the team made the most of it. The initial music and screen captions set a dramatic tone, and the 2025 livery mule was flanked by drummers with luminous green sticks, a creative touch. However, the energy quickly dissipated once the team personnel started speaking. Team boss Mattia Binotto hustled his charges off stage quickly, recognizing that public speaking was not his forte. Post-show, Binotto thanked the drummers in person, a classy touch.
Williams: Historic Nostalgia and Driver Charm
Williams’ presentation was a mix of historic nostalgia and driver charm. The segment began with a historic video narrated by the late Sir Frank Williams, explaining the team’s philosophy. Team boss James Vowles introduced himself and his drivers, but his frequent use of corporate jargon and a misguided selfie at the end called to mind the "How do you do, fellow kids?" meme. The drivers, particularly Carlos Sainz, shone, and there was a lot of love for them in the room. However, the segment felt a bit disjointed.
Red Bull: High-Budget Absurdism
Red Bull’s presentation was high-budget and absurdly creative. Christian Horner appeared solo and was greeted with churlish booing, but he handled it with a passive-aggressive flourish by explaining that his walk-on music was a favorite of the late Dietrich Mateschitz. The video package, which cost a rumored exorbitant amount, was a "celebration of car culture" featuring car influencers following a Red Bull team truck around London. The segment was exquisitely pointless, in the best tradition of absurdism. Despite the positives, the high budget and lack of driver chat (Max Verstappen reportedly hated the idea) marked it down.
Ferrari: A Box-Ticking Effort
Ferrari’s presentation felt like a box-ticking exercise. The video package leaned heavily on Enzo Ferrari and graphic representations of historic cars, which pleased the purists in the room. Team boss Fred Vasseur kept his remarks brief, letting the spotlight focus on Lewis Hamilton and Charles Leclerc. Hamilton got the biggest cheer of the evening, and Leclerc gamely handled the awkwardness of Jack Whitehall’s man-flirting. The segment was solid but not outstanding.
McLaren: Nostalgic and Heavy on Interviews
McLaren’s presentation was entirely ‘route one’ in format, with a historic sizzle reel followed by interviews. The segment was uplifted by the presence of previous championship-winning cars and the constructors’ trophy. The ‘new’ livery was virtually identical to last year’s, but the interviews with bosses Andrea Stella and Zak Brown, followed by drivers Lando Norris and Oscar Piastri, added depth. However, the interview format had the unintended effect of sucking all the oxygen out of the room, exacerbated by random background sub-bass noises.
Racing Bulls: Creative on a Low Budget
Racing Bulls’ presentation was creative on a low budget. The segment was polarizing, with comedian Munya Chawawa performing a comic vox pop that self-referentially laughed at the team’s constant identity changes. CEO Peter Bayer’s statement that F1 needs more fun was undermined by his subsequent talk about platforms. The video could have been a minute longer, but the segment showed creativity and potential.
Aston Martin: A Vomit of Ideas
Aston Martin’s presentation was a high-budget, creative extravaganza. The segment began with swirling searchlights and police sirens, setting a dramatic tone. The presentation included James Bond, cartoon recreations of the Aston hill climb, and Le Mans references. Team boss Lawrence Stroll’s lack of enthusiasm was noticeable, but the ambitious staging, including a quick change for Fernando Alonso and Lance Stroll, showed more creativity than any other team. Despite Lance Stroll’s usual demeanor, the segment was a standout, showcasing the best of what the evening had to offer.
