McLaren set for 2007 image overhaul

McLaren are set to have a major image overhaul next season when they begin their relationship with new title sponsor Vodafone

Team boss Ron Dennis has revealed that his company will have an all-new look and philosophy from next year - although he has not expanded on exactly what the team are planning.

"We are going to move our team in a slightly different direction," said Dennis, who has sometimes faced criticisms for his team appearing too corporately 'cold' from the outside. "And that direction, as we share it with you, will hopefully practically demonstrate that we want to be part of people's dreams.

"That is not just dreaming about the past, the present or the future - but more about the aspirational aspects of people to be something. Young people wanting to become Grand Prix drivers or astronauts, or doctors. And we will try to use the competitiveness and objectives of our team to create that inspiration."

Dennis has made it clear, however, that the change of image for the team will not have any impact on their bid to return to race-winning form.

"It is not in any shape or form going to detract from our clear objective of winning races. That will always be there.

"But we want to try and adopt a different stance on how we address the spirit and character of the team. It is after a lot of deep thought and conversation that we have come to that conclusion."

The image overhaul will also coincide with the arrival of Fernando Alonso, who many within the sport hope remains as accessible and open about his feelings as he has been allowed to be at Renault.

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