Red Bull has indicated that it might end its Formula 1 program if victories keeps eluding it for too long. This is absolutely not surprising.
A decade ago, when the energy drinks company bought Jaguar and Minardi (in order to establish the main Red Bull Racing team and its junior outfit Scuderia Toro Rosso), the objective was above all a marketing plan. But the sports program was also quite serious. Excellent engineers were hired, including the magical Adrian Newey. Sebastian Vettel went by Toro Rosso before conquering four consecutive titles with Red Bull Racing between 2010 and 2013. Over the same period, Red Bull Racing also won four constructors' championships with the help of its engine partner Renault, whose fundamental role was not sufficiently recognized by the team as it should be. As the V6 turbo hybrid era began in 2014, Renault's power unit was lacking and criticism abounded. Despite that, Daniel Ricciardo was the only driver to beat Mercedes last year, doing so three times.
This year, the Renault engine remains behind Mercedes, while Ferrari has made a huge leap ahead. Red Bull is therefore facing another season during which the title will be out of reach. The team's reaction was not long in coming. Right after the first Grand Prix of the 2015 season, Team Principal Christian Horner was demanding that the Mercedes engines be reined in, an option quickly rejected (with good reason) by engine manufacturers Renault, Ferrari and Honda. Renault, frustrated to hear Red Bull accusing it of being the source of its problems, announced that it was considering its future and did not exclude leaving F1 if the negative publicity continued. Red Bull being dependant on its engine partner, a more conciliatory tone was rapidly adopted. But if the team was looking for an excuse to quit F1, it now had one. “Mercedes would refuse to supply Red Bull with an engine, it's unlikely that we would be in a position to take a Ferrari engine. So you could find yourself actually forced out of the sport”, commented Horner. In other words, it would again be Renault's fault. Red Bull finished the Australian and Malaysian GPs one lap behind the leader. As the Chinese GP nears, the man running the Red Bull empire again brought up the economic aspect that could lead to a possible withdrawal. “We rely on Renault to close the gap to Ferrari, and above all, to Mercedes”, declared Dietrich Mateschitz. “If the cost-benefit calculation isn't right anymore, it's not to say that we'll continue forever.” By that phrase, Mateschitz revealed the basic premise of Red Bull's involvement in Formula 1: to be seen and to make money. It is first and foremost a marketing and revenue operation. After negotiating with Bernie Ecclestone, the person running Formula One Management, Red Bull (as did the other top teams) signed a deal that granted it a very interesting share of the available prize money. At the time, it had the power of a dominant and World Champion team. But it lost the title in 2014, its chances are slim in 2015, and no one knows how long it will take before the Renault engine makes it back to the front.
Other teams would bravely confront the dry period and work very hard to win again. But Red Bull has already proven its worth and the operation must remain profitable. It surely will remain profitable over the coming years, but not as much and without much glory. So the ultimate option is to end its F1 program. And from Red Bull's point of view, it is a logical option since it is a marketing plan first, then a sporting plan. It is not the same approach as teams such as McLaren, Williams and Lotus, who never cease believing in its future success despite all the obstacles. Nor is it like that of Sauber and Force India, who work very hard in the hopes of reaching the podium from time to time. And what can be said of Manor, determined against all odds. Those teams are true competitors, they exist to race. That is also the case of Red Bull Racing and Toro Rosso personnel, there is absolutely no doubt about that. But decisions are taken by those who are higher up in the Red Bull empire's hierarchy. It is a marketing principle opposed to a competition principle. Profitability and image versus passion and courage. Unfortunately for Red Bull, and despite its multiple titles, a speedy departure would harm its image and that is what people will remember. But if they decide to roll up their sleeves and try to reconquer F1, without complaining, in that case fans will applaud.
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