Ahead of AlphaTauri’s “complete” rebrand ahead of the 2024 Formula 1 season, Motorsport-Total.com have reported that the team’s new name could be ‘Racing Bulls’, with the side set to be closer to their parent team.
Since rebranding as AlphaTauri, the Faenza-based outfit have moved away from their Red Bull roots somewhat.
AlphaTauri in recent years have reduced the amount of parts they take from Red Bull, with the side having instead produced their own parts.
Based on the results over the last two years, this new strategy hasn’t been a success, resulting in Red Bull wanting the sister team to be more under their wing again.
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This has already started to happen, as AlphaTauri have improved considerably over recent rounds, ever since they started to use Red Bull’s RB19 as inspiration.
Upon completing the rebrand, AlphaTauri are expected to work closer with Red Bull and stop going down their own development path.
It had been reported in Italy that both Hugo Boss and Adidas had shown interest in being the team’s title partner, with Motorsport-Total having reported that two American sponsors will be incorporated into the new name.
AlphaTauri CEO Peter Bayer already knows the new name which has been “decided by the partners”, although he’s unable to spill the secret.
However, Bayer did note that it’ll be a “complete relaunch”, ahead of the 2024 season.
“The identity is what Toro Rosso would have been, and it will be closer to the Red Bull family again,” Bayer is quoted by MotorsportTotal.com. “But then it will appear with the partners of the naming rights.
“We will change the team name, we will change the identity, the logo, everything, a complete relaunch, a complete rebranding.
“The name of the team, the identity, was decided by the partners. And I have to carry them around with me without being able to share them, and that’s very difficult!”
One person who has been key to the relaunch is Daniel Ricciardo, who’ll continue with AlphaTauri in 2024 as a full-time driver.
Bayer admitted that Ricciardo has been vital in helping secure new sponsors, with the team certainly “on the right track” for 2024.
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“We are on the right track,” Bayer added. “And because we are so well received in the USA, we have found these two companies that like each other. We had a very, very good meeting with these two great new partners. They got along really well. They worked together immediately.
“We talked about it, when will we announce it? What are we doing? And we said: Look, that’s how it usually works, we have the FIA list of name and the presentation of the paintwork. And then they had ideas.
“They brainstormed so much that I got really scared! You have very big ideas. They think big, bigger than we probably would have dared to think.”