Sauber to unveil 2024 Formula 1 car and new team name in UK launch
- Rob Fleming
- 5 December 2023
Sauber are set to reveal their 2024 Formula 1 car in the United Kingdom, marking a significant shift after the conclusion of the Alfa Romeo title sponsorship at the end of 2023.
The team, on the cusp of a transformation, are poised to announce their official name concurrently with the release of the FIA's 2024 entry lists next week.
The Swiss-based outfit, known as Alfa Romeo since the 2018 season, are embracing change as they navigate the interlude before Audi's anticipated arrival in 2026. The departure of Alfa Romeo prompted a comprehensive rebranding strategy, with Sauber representative Alessandro Alunni Bravi affirming the unveiling of a fresh team name.
At the Autosport Awards, Bravi disclosed, "On December 10th, as soon as the FIA publishes the entry list, we will, of course, announce the new team name. I think it will be a surprise, and we cannot wait to start the partnership with our new associates. We will have a fresh approach in terms of communication marketing, and we will do a launch of the car here in the UK."
The departure of Alfa Romeo marks a transitional phase for Sauber, with notable additions such as former McLaren technical director James Key enhancing the team's technical prowess. Bravi emphasized the ongoing development across all departments, acknowledging the challenge of building a competent and efficient team.
"Of course, we are working hard in the transformation process. We are still a small, independent team, but the challenge is significant. Every department is under development, and it's not just a matter of size; it's a matter of finding the right people. People will be crucial."
Bravi acknowledged the difficulty in identifying top-notch professionals and establishing effective processes. "The most difficult challenge for us is to identify the very best professionals and to have the right processes. Of course, the challenge is big. Everybody we can buy, but we cannot buy time, and we are fully aware of this challenge. Managing expectations will be one of the most demanding things."
As the 2023 F1 season concludes, teams and drivers are on a brief hiatus until the new year. The 2024 season is set to kick off with official F1 pre-season testing at the Bahrain International Circuit in Sakhir, from February 23-25, offering a first glimpse of Sauber's revamped approach as they embark on a new chapter in Formula 1.
