Alpha Tauri has been in turmoil since the start of the season. Its sister team Red Bull is enjoying one of the most dominant runs of all time in Formula 1. All the while, they are comfortably the worst car on the grid. Add to that the controversial career of Nyck de Vries, and 2023 just hasn’t had a lot of ups. The future of the team has been in question more than once, but things finally look bright.
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Why is Alpha Tauri in trouble?
It is not a good look when you and your sister team sit on opposite ends of the championship. Things get even worse when you realize Alpha Tauri opt to not have close technical ties with Red Bull. They don’t take all the components they are allowed under the regulations, opting to choose their direction instead. Even Haas takes more components from Ferrari under their technical partnership.
This is acceptable if they are performing well. However, they have just 3 points finishes in the first half of the season. Meanwhile, Red Bull has won all of them. After the death of Dietrich Mateschitz last year, reports emerged that the new management wasn’t happy with what they saw.
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While the performance was bad for all to see, apparently the increase in market value of the Alpha Tauri brand wasn’t much either. There were very real talks of selling the Formula 1 team. However, the new management decided against it. They decided it was better to sell the naming rights instead. Along with this move, the team based in Faenza will work more closely with their UK operations. The intention is to get them off the bottom of the pack and towards the midfield.
The new name in town
Hugo Boss is already a partner of Aston Martin. However, they reportedly want more exposure in the world of Formula 1. Alpha Tauri, with ties to Red Bull as well, seems like the perfect fit for the brand. However, the CEOs of both Hugo Boss and Alpha Tauri have remained tight-lipped about it.
With the departure of long-term Team Principal Franz Tost, the team is looking on to take a new identity. With a new title sponsor on its side, they might just achieve that.
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