AlphaTauri are just weeks away from announcing their identity for the 2024 Formula 1 season and beyond, with a complete rebrand on the cards according to CEO Peter Bayer.
The team dropped the Toro Rosso name in 2020 in favour of Red Bull‘s clothing brand, with Pierre Gasly‘s success coinciding with a move towards independence and consolidating their Faenza base.
However, they’ve gone backwards since the 2022 regulation change and are set to rebuild a closer link with Red Bull in Milton Keynes as Yuki Tsunoda and Daniel Ricciardo continue to lead the team in 2024.
“We will change the team name, we will change the identity, the logo, everything, a complete relaunch, a complete rebranding,” Bayer told Motorsport.com’s global language edition.
“The name of the team, the identity, was decided by the shareholders. And I have to carry it around with me without being able to share it, and that’s very difficult!
“The identity is what Toro Rosso would have been, and it will be closer to the Red Bull family again.”
The FIA publishes their official entry list in December, with Bayer hinting at major American sponsors lending their support to the team – thanks in no small part to Ricciardo.
The Australian has adopted the United States as his second home and in October 2023 the Circuit of Americas marked his comeback after his hand injury sustained on F1‘s return from the summer break.
“We’ve talked about it, when do we announce it? What are we going to do?” Bayer continued. “And we said: Look, this is how it normally works, we have the FIA entry list and the presentation of the livery. And then they had ideas.”
“They brainstormed so much that I got really scared! They have very big ideas. They think big, bigger than we would probably have dared to think”.
Sauber already know 2024 team name
Sauber will also have a different identity for 2024, as the Alfa Romeo brand jumps ship to Haas and Audi not joining the Swiss team until 2026. It’s expected to be some variation of Sauber-Stake, with the online gambling platform website set to continue with the team.
And everything is ready to be announced, according to team principal Alessandro Alunni Bravi, who was asked when that news will break.
“Five minutes after the FIA published the entry list! All our statements have been ready since 2 November,” Alunni Bravi added.
“Of course we don’t want to pre-empt anything, but we are ready to announce the team name and the name of the chassis. We have existing partners, of course, and we are also trying to expand the scope of sponsorship deals with our partners.”
“I think we have found a good way, but there will not be just one title partner next year. I think there will be surprises, especially with the chassis name.”
