Your daily digest of F1 news, views, features and more.
"Mercedes F1 engine boss Andy Cowell said road cars would soon be using 'exactly the same' technology."
"It’s a lot slower compared to how it was with the refuelling. I’m sure the race will be more interesting and nicer for the driving – more sprint racing."
"A public statement should be released over the weekend, barring a last-minute change of plan."
"I know my potential and at the moment it's enough. Let's see if I will be able to show it to the world one day as well."
"I know Maurizio (Arrivabene) from before and we had a good relationship but yes it's different how the team is being run this year, how things are being done in the team and I think it's only good changes."
"I know some people think this is a boring race to watch on television, but for those who are doing the driving, that’s absolutely not the case."
"We were expecting to be a little bit more competitive in Spain in quali, we weren’t, but we did a great strategy on saving tyres for the race at the same time."
"When I went to Europe for my first championship in Formula BMW Europe in 2009, I chose the start number 12 and won the championship in my rookie year. That’s why I want to keep this number."
"I remember thinking to myself: “Mika, you’ve won the Monaco Grand Prix. Not every driver can do that. So you’re good enough to win the World Championship. You are. You really are. Now go and win it, Goddammit!”"
–@Hinchtown accident was similar to mine in Disney'96. Suspension went through legs.I was able to come back to Indy front row after 3 months
— Eliseo Salazar (@eliseosalazar) May 19, 2015
Arrived here in Monaco, can't wait to get back out on the streets! Love this place. First got a little football match tonight!! #MonacoGP
— Will Stevens (@WillStevens_) May 19, 2015
— Alan Baldwin (@alanbaldwinf1) May 19, 2015
— Sahara Force India (@ForceIndiaF1) May 19, 2015
- Find more official F1 accounts to follow in the F1 Twitter Directory
Comment of the day
I think not everyone appreciates the difference between exposure and brand value reinforcement. Participation in motorsports, for auto manufacturers, isn’t just a case of getting the name of the manufacturer in front of the public.
A good friend of mine has a senior position in a marketing firm, and he told me once that most people misunderstand advertising. They think it’s about convincing new customers that these are brands worth buying. When in fact, 75-80 percent of the target for marketing will be existing customers. The real purpose of advertising (and nebulous marketing operations) is to reinforce the values of the brand to people who are already loyal to the brand. So if you own an Audi, and you see an Audi commercial which talks about the quality of the car, the luxury, the exclusivity, it makes you feel good about your purchase and reminds you of all the things you love about your car. You’ll then almost certainly buy another Audi. Likewise, if you own the old Audi R8, and you just saw the new one beat all comers at the Nurburgring 24 on its first outing, chances are you’ll be looking on the Audi site already and considering whether you should upgrade to the new one.
It’s this reason that keeps Audi (among many others of course) from joining F1. Brand exposure is fairly meaningless unless the exposure reflects the qualities of the brand. The two crucial things that Audi would need from a motorsports venture which supports its brand values are, firstly, success – this is an obvious point but if you were to see Audi languishing at the back in the same way Honda have so far this year, that exposure damages the brand rather than reinforcing it. And secondly, it must showcase their unique technology. F1 does not give Audi the freedom to do this as the cars are all 90% identical. Even having success in F1 wouldn’t necessarily have much brand impact if the perception is that the success is based solely on finding loopholes on an otherwise identical car.
This is why Audi are sitting pretty in sportscar racing. It may not have the exposure of F1, but it couldn’t be more in keeping with their brand values. Of course, in GT racing, the link is obvious, but endurance prototype racing is absolutely on message as well. Again, think of Audi’s brand values – cutting edge tech, intricate Quattro all-wheel-drive systems, ultimate reliability, the best diesel engines in the world, and so on. In LMP1 Audi gets to demonstrate every single one of these brand values. And they’re really really really good at it too. To the point where their success has given them almost legendary status. Sure, most casual motorsports fans probably couldn’t name a single driver in Le Mans. But mention the race and they’ll almost certainly know one thing – that Audi have dominated the sport for over a decade with their diesel powered prototypes. You can’t buy that kind of advertising.
From the forum
Happy birthday to Ned Flanders, Rui Pinto, Thed4N1El and Dirk!
On this day in F1
The third round of the 1990 World Sportscar Championship was won on this day 25 years ago by Martin Brundle and Alain Ferte behind the wheel of a Jaguar at Silverstone. Here are highlights of the race: