What Audi and Porsche stand to gain from joining Formula One
They could also earn hundred of hundreds of thousands of bucks in prize dollars. Roughy 47.5 % of F1 gain makes up the prize funds, which is then divided into two types: Fifty percent goes to the F1 and its shareholders half goes to the teams, which they divide primarily based on remaining standings for the calendar year.
“The sport in North The united states [is] under-viewed, underneath-monetized, underneath-almost everything,” claimed Greg Maffei, the president and CEO of Liberty Media, which owns F1. “I never assume that will get solved in a 7 days, but I think that is an intriguing very long-time period opportunity.”
Risky guess on a advertising and marketing goldmine
There are some pitfalls to signing up for F1, in particular for Porsche, which created its manufacturer picture on the plucky race autos and rallies of the 1960s, 1970s and 1980s. For the electric power brokers at VW, the aged adage “acquire on Sunday, sell on Monday” nevertheless retains correct. (Autos that win races instill individuals with a favorable see of their models and make persons want to drive the avenue-authorized cousins of the winning vehicles.)
“We are assuming that in 2026 or 2028, Method 1 will be the biggest motorsport spectacle in the world—even additional than today—bigger in China, greater in the United States,” Diess said. “And with that, also the major advertising platform for top quality autos.”
But “win” is the operational phrase.
For Porsche, which obtained combined success in Components E and races only sometimes, in lesser-acknowledged sequence these as Le Mans, getting into F1 but faring poorly would probably harm the impression of VW Group’s most worthwhile brand. Porsche has crafted its attract on the back again of a extremely thriving (non-F1) racing auto, the 911. As Porsche’s most profitable car, the 911 contributes 11 per cent of Porsche income by volume even though accounting for roughy 30 p.c of earnings.
Aston Martin, for instance, has suffered this period as its motorists go on to finish at the back of the pack. When the enterprise also faces other headwinds, these kinds of as a disappointing original community providing and subsequent churning of prime management, the reality that the British manufacturer is now rated ninth of 10 groups does not aid morale between loyal enthusiasts, or earn new types for the brand.
On Could 4, Aston Martin named former Ferrari boss Amedeo Felisa as top rated executive. Felisa immediately changed Tobias Moers, who joined the company in 2020 from Mercedes-Benz’s large-efficiency AMG brand name. Rumors have circulated for months that Aston Martin Chairman Lawrence Stroll is seeking to provide the automaker’s racing staff.
A verified history
Ferrari delivers the gold typical situation analyze for the ability of F1. It is the world’s strongest brand in all types for practically a 10 years, in accordance to the Yearly Brand Position report that balances scorecard of metrics analyzing marketing financial investment, stakeholder fairness, and company effectiveness.
Ferrari builds just more than 11,000 autos per 12 months but trades on a gargantuan footprint of loyalty, heritage, and a profitable tradition bolstered mainly by its longstanding involvement in F1. Cumulatively, the Italian supercar maker and racing workforce are worthy of more than $27 billion.
“The embodiment of luxurious, Ferrari proceeds to be admired and preferred all around the planet,” wrote David Haigh, the CEO of Manufacturer Finance. “It is no marvel that quite a few shoppers, who may well never personal a Ferrari car or truck, want a bag or a watch emblazoned with the Prancing Horse.”
The success of Ferrari’s racing autos on the keep track of in the 1950s and ‘60s built the fame and reputation that fueled the appetite for the brand’s initially well-liked road-going automobiles its million-greenback icons this sort of as the F40 drew close parallels to the race automobiles of the 1980s. Its fans, acknowledged as Tifosi, are the most notorious pressure guiding any F1 group on the earth. In 2017, a person in a few F1 admirers described them selves as Ferrari supporters, according to a F1 admirer survey in 2021.
The caveat is that on the world’s best-recognised race observe, you should gain to remain popular—and feel you are obtaining your money’s value from the much more than $145 million funds required to field a crew.
In the many years considering the fact that 2017, Ferrari fell off its aggressive race tempo and has lacked the star electrical power of a driver this kind of as Mercedes’s Lewis Hamilton. It is really no coincidence that last calendar year, just 18 percent—fewer than 1 in five—of racing supporters even now explained on their own as supporters of the model. (Gross sales of Ferrari avenue cars and trucks however rose.) Near observers may possibly notice a bump in reputation soon after this calendar year: Ferrari is at this time managing in very first place in the constructors team standings.
Selling electric powered in 2026
There is also the dilemma of how entering an previous, fossil-fueled race collection could assist sell electrical cars, which Audi and Porsche have committed to promoting thoroughly. The manufacturers have timed any move carefully. A rule modify stipulates that in 2026 all F1 race automobiles will have new engines that are extra electrified and run on artificial gasoline.
The adjustment degrees the enjoying field for any models that may possibly want to enter the series. All will be developing engines to comply with the rule adjust.
“You can not enter System 1 until a technologies window opens up, which means, in purchase to get in there, a rule improve so that absolutely everyone begins once more from the exact position,” Diess claimed.
It was unclear no matter whether possession of Rimac, a Croatian battery provider and automaker, could possibly engage in a part in Porsche moves to create technologies for by itself or other folks in the collection. A spokesperson for Porsche declined to say whether making an F1 transfer means Porsche would withdraw from System E.
Diess, for his part, was far more direct: “It’s truly only Formulation 1 that counts,” Diess said. “If you do motorsport, you should really do Formulation 1, as that is in which the impression is finest.