McLaren predicts 'biggest change' of look among F1 teams for 2018

Zak Brown says McLaren's look will undergo the "biggest change" of all the teams on the 2018 Formula 1 grid

McLaren predicts 'biggest change' of look among F1 teams for 2018

McLaren unveiled an all-new black, orange and white livery for last season as part of a freshening up of its image following the departure of long-time chief Ron Dennis.

Since joining the team as executive director, Brown has been keen to do things differently and with McLaren swapping Honda power for Renault this year, fans can expect another change for the brand.

"The car's not going to look the same as last year," Brown told Autosport.

"Our whole brand, the visibility of McLaren, is going to go to the next level and it's going to be exciting.

"We know what a lot of the other teams are going to look like, but hopefully people will see the biggest change on and off the track at McLaren going into Australia.

"One of the things that McLaren hasn't done in recent years is be a leader.

"With our garage and everything, we look like everyone else. So we need to step up and be the guys in Australia where everyone says, did you see what McLaren did?

"That is what McLaren always was. With our lack of competitiveness, we have kind of blended in. We need to get back to being a team that people are envious of. I feel we are on our way."

When asked if the papaya orange, synonymous with McLaren's early years, will stay, Brown said: "There will be some nod to our history but we're not done with the livery yet because a lot of that is sponsor dependent."

When Brown joined the team, he said it was critically important McLaren picked up a title sponsor after the Vodafone arrangement concluded at the end of 2013.

McLaren has yet to secure one but Brown clarified that the team is looking at securing a "principal partner" rather than a "title partner" to give the sponsor more exposure and protect the McLaren brand.

"We do need a title-level partner, all I've done is dropping the vernacular of title into principal and have looked at all of our commercial assets, which is not just the race car it's our other forms of racing and things like our building and war rooms and things of that nature, and have looked at what's the best way to commercialise the world of McLaren," he said.

"Going through that exercise developed a plan that doesn't require a 'title partner'.

"It still requires a 'principal partner', just not a 'title partner'. I know that's semantics there but it's really about protecting the McLaren name. That's all I'm trying to do is ringfence that and keep us as McLaren.

"I don't really feel there's that much value in the sponsor's name being part of the team but I do think it slightly diminishes the value of the name of the team when it's being co-branded."

Brown added McLaren has signed three more sponsors for 2018.

shares
comments
F1 plans new merchandise route for 2018 that flopped in NASCAR

Previous article

F1 plans new merchandise route for 2018 that flopped in NASCAR

Next article

Kevin Magnussen felt 'negative pressure' in Formula 1 before Haas

Kevin Magnussen felt 'negative pressure' in Formula 1 before Haas
Load comments
The squandered potential of a 70s F1 underdog Plus

The squandered potential of a 70s F1 underdog

A podium finisher in its first outing but then never again, the BRM P201 was a classic case of an opportunity squandered by disorganisation and complacency, says STUART CODLING

The other notable Monza escape that F1 should learn from Plus

The other notable Monza escape that F1 should learn from

OPINION: The headlines were dominated by the Italian Grand Prix crash between Max Verstappen and Lewis Hamilton, who had the halo to thank for avoiding potentially serious injury. But two days earlier, Formula 1 had a lucky escape with a Monza pitlane incident that could also have had grave consequences

Formula 1
Sep 17, 2021
How Monza only added more questions to F1's sprint race conundrum Plus

How Monza only added more questions to F1's sprint race conundrum

With two sprint races under its belt, Formula 1 must now consider its options for them going forward. While they've helped deliver exciting racing on Sundays, the sprints themselves have been somewhat lacking - creating yet another conundrum for F1 to solve...

Formula 1
Sep 16, 2021
Who should Alfa Romeo sign for 2022's F1 season? Plus

Who should Alfa Romeo sign for 2022's F1 season?

OPINION: With Valtteri Bottas already signed up for 2022, all eyes are on the race for the second seat at Alfa Romeo next year. Antonio Giovinazzi is the current incumbent, but faces a tough competition from appealing short and long-term prospects

Formula 1
Sep 15, 2021
The "forced break" that was key to Ricciardo's Monza excellence Plus

The "forced break" that was key to Ricciardo's Monza excellence

OPINION: Daniel Ricciardo has long been considered one of Formula 1’s elite drivers. But his struggles at McLaren since switching from Renault for 2021 have been painful to watch at times. Yet he’s recovered to banish those memories with a famous Monza win – built on a critically important foundation

Formula 1
Sep 14, 2021
How Verstappen is ruining his F1 title battle with Hamilton Plus

How Verstappen is ruining his F1 title battle with Hamilton

OPINION: The Italian GP clash between Lewis Hamilton and Max Verstappen followed a running theme in the 2021 Formula 1 title fight. Their close-quarters battles have often resulted in contact - and although Hamilton has shown a willingness to back off, Verstappen must learn to temper his aggression

Formula 1
Sep 14, 2021
Italian Grand Prix Driver Ratings Plus

Italian Grand Prix Driver Ratings

Two drivers produced maximum-score performances as, for the second year in a row, Monza threw up an unpredictable result that left several others ruing what might have been

Formula 1
Sep 13, 2021
Why Ricciardo was set for Monza F1 triumph even without Verstappen/Hamilton crash Plus

Why Ricciardo was set for Monza F1 triumph even without Verstappen/Hamilton crash

The clash between Max Verstappen and Lewis Hamilton was the major flashpoint the 2021 Italian Grand Prix will be remembered for. Yet by this point, race leader Daniel Ricciardo had already done the hard work that would put him in position to end his and McLaren's lengthy win droughts, on a memorable afternoon in Monza

Formula 1
Sep 13, 2021