The new AlphaTauri during the first day of 2020 pre-season testing (Getty)
Red Bull are planning to rebrand the AlphaTauri F1 team – here’s everything you need to know – could they rebrand to Boss Orange?
Reports suggest that Red Bull CEO Oliver Mintzlaff has reached an agreement with clothing firm Hugo Boss, which could result in a rebranding of the F1 team AlphaTauri as “Boss” or “Boss Orange” starting from the 2024 season.
Currently, AlphaTauri is struggling at the bottom of the Constructors’ standings and has not lived up to the expectations set by Red Bull’s advisor and driver program boss, Helmut Marko.
In response to the team’s performance, significant changes are planned. Team principal Franz Tost, who has led the team since its debut in 2006, is expected to retire at the end of the 2023 F1 season. The replacement for Tost will be former Ferrari racing director Laurent Mekies, and Peter Bayer will take over as CEO.
Hugo Boss is an official fashion partner of the Aston Martin Formula 1 team currently. However, if the proposed partnership with Red Bull goes through, it would represent a significant escalation in their involvement in F1. This potential collaboration would lead to the rebranding of the AlphaTauri team, replacing its current identity with either “Boss” or “Boss Orange.”
The move is seen as part of Red Bull CEO Oliver Mintzlaff’s strategy to make the team financially self-sustainable. Despite receiving offers exceeding $1 billion, Red Bull’s advisor, Helmut Marko, has confirmed that they are not considering selling their second team.
Laurent Mekies is set to become the principal of the Alpha Tauri F1 team after the conclusion of the 2023 season. He recently made his last appearance on the Ferrari pit wall during the Hungarian GP.
However, before officially starting his new role at AlphaTauri, Mekies will be on gardening leave for a few months. It’s worth noting that Mekies has previous experience with the team, as he worked as a chief engineer when the team was known as Toro Rosso before leaving to join the FIA in 2014.
Laurent Mekies has been replaced by Diego Ioverno as the new director of the Ferrari F1 team. Ioverno has earned a commendable reputation at Ferrari and has been recognized for his role in enhancing the team’s pit stops during the 2023 season. Having previously worked closely with Mekies at Ferrari, Ioverno is well-prepared to take over the new position. It will be interesting to see how Ferrari performs under Ioverno’s leadership, and whether his era brings about any changes in the team’s fortunes.
Follow our dedicated Formula One page for instant Formula One news and updates