Red Bull Ushers in a New Chapter as AlphaTauri Exits Formula 1

With AlphaTauri's departure from Formula 1, Red Bull is set to unveil a fresh identity for their secondary team.


By Ben Bush
Updated on January 27, 2024

AlphaTauri Paddock Logo

Marking the end of an era in Formula 1, AlphaTauri has officially departed, paving the way for Red Bull to introduce a new identity for their secondary team.

The team has expressed their farewell on social media, signalling the retirement of the AlphaTauri brand, a clothing line under Red Bull, in favour of a new branding direction.

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Originally named Toro Rosso, the team was rebranded as AlphaTauri in 2019 and has competed with this name for four seasons.

AlphaTauri bids farewell to the F1 Paddock

During the 2023 season, Red Bull announced that their secondary team would undergo a renaming for the 2024 season, coinciding with a major management overhaul following the retirement of longtime team chief Franz Tost.

Peter Bayer, as CEO, and Laurent Mekies, as team boss, are set to guide the newly named team, whose official name remains to be announced.

Hints of the upcoming name change surfaced recently on social media, with AlphaTauri posting a tribute: “Four years and countless memories. Thank you for being a part of our journey.”

A commemorative video showcases highlights from the team’s last four years, including memorable moments with drivers Yuki Tsunoda, Pierre Gasly, and Daniel Ricciardo and the highlight of Gasly’s 2020 Monza victory.

In an exclusive interview with PlanetF1, Bayer elaborated on the decision for a complete rebranding, emphasising the goal of aligning the team’s global and strategic directions from commercial to sporting achievements.

“That’s why it’s a unique opportunity. We’re building on experience but, at the same time, the sky’s the limit for innovation and development.”

Speculation about the new team identity increased when a social media mishap temporarily changed their Instagram handle to Visa CashApp RB, which was quickly rectified.

Although rumours suggest a ‘Racing Bulls‘ branding, sources indicate these are baseless.

Source: PlanetF1

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About The Author

Chief Editor

Ben Bush

Ben is our chief editor specialising in F1 from the 1990s to the modern era. Ben has been following Formula 1 since 1986 and is an avid researcher who loves understanding the technology that makes it one of the most exciting motorsport on the planet. He listens to podcasts about F1 on a daily basis, and enjoys reading books from the inspirational Adrian Newey to former F1 drivers.

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