Engine manufacturer Renault, whose presence in Formula 1 spans decades, is contemplating the next phase of its involvement in the sport.
At the heart of its reflexions, we find the French car manufacturer's marketing strategy and the message it wishes to convey through F1. Renault won four world championships with the Red Bull Racing team between 2010 and 2013. But those accomplishments were partly veiled by the presence of the team's title sponsor, Infiniti (a division of the Renault-Nissan Alliance). Renault is therefore looking at ways to further promote its brand. “If from a marketing perspective we need to do things a little bit differently, we are open minded,” explained Cyril Abiteboul, Managing Director of Renault Sport F1 (RSF1), to Autosport. “The priority is to get the marketing messages that we want to deliver in the sport in the most cost-efficient manner.”
RSF1 previously supplied engines to four teams: Red Bull Racing, Toro Rosso, Lotus and Caterham. In 2014, Caterham suspended its activities. This year, Lotus passed into the Mercedes camp. Renault still powers two teams, Red Bull Racing and Toro Rosso, which are owned by the same company. “It means that in effect, we only have one customer,” noted Abiteboul. “It is a situation where we are fully dependent on Red Bull. Is it sustainable for Renault? That is a question mark. I am not saying yes and I am not saying no.” Hence the possibility of taking over an existing team and transforming it into a works outfit, as has been done before. Renault would then gain some independence, thereby allowing it to better control the marketing message. Renault was a constructor from 1977 to 1985, and again at the beginning of the 2000 decade following the purchase of the Benetton team, which would become Lotus in 2012 when Renault decided to no longer be involved in the management of a team. Since then, Renault focuses all efforts on its engine supplier role. Time will tell if that approach changes in the future.
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