F1 News: AlphaTauri Rebrand Remains Hidden - "Bigger Than We Would Have Dared”

AlphaTauri has not revealed the new team name despite the FIA 2024 Entry List release.

AlphaTauri has surprisingly kept its new identity concealed, maintaining its current name on the 2024 FIA entry list which was released earlier today. Despite speculation, CEO Peter Bayer has hinted at significant changes ahead, indicating a rebrand that is "bigger than we would have dared".

Key Takeaways

• Maintained Secrecy: The AlphaTauri team, after four seasons under its current name, is set to undergo a comprehensive rebrand, including a change in identity and logo. The new name, suspected to be Racing Bulls, remains unconfirmed as the team chooses not to reveal details until next year.
• Insights from the CEO: In a discussion with Autosport, CEO Peter Bayer revealed the team's intention to realign more closely with the Red Bull family, stating a complete overhaul of the team’s identity, including a new company name and logo.
• New American Sponsorships: Bayer confirmed the introduction of significant American sponsors for the team. These partnerships have sparked ambitious plans for the future, suggesting ideas and approaches beyond the team's traditional strategies.

Despite AlphaTauri appearing on the initial 2024 FIA entry list in its current form, the team has hinted at a major rebranding initiative that remains shrouded in mystery. This comes after the Italian team confirmed they were parting ways with current title sponsor AlphaTauri.

The publication of the FIA entry list is normally the anticipated moment for revealing new names and changes, such as the reveal of Sauber's new name for 2024 and 2025. However, AlphaTauri has chosen a different path, possibly due to sponsor-related strategies. This discretion has kept fans and the F1 community speculating about the team's future identity.

During an interview with Autosport in November, AlphaTauri CEO Peter Bayer explained:

“The identity will be generic. The identity is what Toro Rosso would have been, and it’s moving closer to the Red Bull family again. But then it will appear with the naming rights partners.

“We will change the company name, we will change identity, logo, everything, a complete relaunch, complete rebrand.

“The name of the team, the identity, has been decided by the shareholders. And I need to carry it with me without being able to share, which is very difficult!”

Bayer continued:

“We're on a good trajectory. And because we have such good traction in the US at the moment, we found these two companies who like each other.

“We had a very, very good meeting with these two big new partners. And they understood each other really well. They sort of mingled immediately.

“We talked about when do we announce it? What do we do? And we said look, this is what usually happens, and we have the FIA entry form and we have the livery presentation. And then they had ideas.

“They started brainstorming so much that I got scared, actually! They have a couple of very big ideas. They're thinking big, bigger than we would probably have dared to think.”

As well as the new identity for 2024, AlphaTauri will also head into the year with a new team principal, former Ferrari assistant team principal and race director Laurent Mekies, following the departure of Franz Tost.