Visa Money App RB — the previous AlphaTauri workforce — understands the dangers of its rebranding and is establishing a brand new id that can be sturdy, in accordance with CEO Peter Bayer.
RB signifies “Racing Bulls” as a part of the brand new firm title, whereas two title sponsors have been secured that type the workforce title and have prominently on the livery of the VCARB 01. Because the automotive was launched amid a celebration in Las Vegas on Thursday evening, Bayer says each he and new workforce principal Laurent Mekies have been overseeing such main adjustments that he feels it goes hand-in-hand with a brand new id.
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“That’s clearly a danger [to lose the team’s identity], however we’re not solely altering the title and placing a few logos on our jackets,” Bayer informed RACER.
“Laurent and myself have been shaking the tree, actually, and there have been lots of people becoming a member of the workforce, plenty of funding occurring with the brand new efficiency heart within the UK, we’ve got a brand new lineup of drivers that could be a little bit completely different to the previous — one very skilled driver with an up-and-coming however established driver now — so there are plenty of issues taking place that are including on to that id that we’re making an attempt to determine.
“In the end the bull and the RB is the strong bit which can all the time stay, however clearly I’m hoping that we are going to be a very long time with Visa and Money App, and that they can even contribute to that id. I’ve seen at many occasions, there’s all the time professionals and cons of naming rights companions, that folks is likely to be afraid that you just’re off promoting a part of your id, however I actually don’t assume that’s the case right here.
“There’s solely 10 System 1 groups on this planet, and other people undoubtedly know that we’re one in every of them. With all of the issues we do to determine a robust id I’m certain that we are going to quickly be perceived as VCARB, [and] on the grid as one of many rivals that desires to combat for the highest of the midfield and has an awesome lineup.
“However we’re additionally combining all the things we do with a little bit of enjoyable and leisure and music. We need to push the boundaries in System 1, and that’s what individuals will actually bear in mind.”
Regardless of the RB a part of the title, Bayer explains why Racing Bulls was chosen with out being overly current within the workforce title, and is blissful for followers to make use of the VCARB acronym.
“We stated final 12 months — and that was one of many aims set by the shareholders — we must always transfer nearer once more to the Pink Bull household. So we needed to have the bull again on the automotive, again on the workforce equipment, and RB actually is an homage to Pink Bull.
“Sure, we’ve got the corporate title ‘Racing Bulls’ which additionally has a little bit of a historical past — which perhaps was complicated individuals, nevertheless it’s coming again to the Pink Bull group has completely different actions. One in every of them is the airplanes, the gathering that Mr. [Dietrich] Mateschitz had, and so they name them the Flying Bulls.
“So we would have liked to discover a firm title that works with none sponsors, as a result of this time round we needed to change all the things — from one name to the subsequent, to the fiscal workplaces, to each single provider — and we needed to change firm names and registration numbers; it was an enormous effort. To keep away from that sooner or later if our sponsors would possibly change, we needed to have one thing impartial which is the Racing Bulls S.p.a. That’s the title of the enterprise in Italy.
“The workforce id is Visa Money App RB System 1 Staff. As one of many guys from Visa stated, it’s a mouthful, however the fact is Visa is among the greatest manufacturers on this planet, Money App is probably the most downloaded monetary app within the U.S., they’re on a giant progress curve, and so they’re two superb companions.
“In the end, sure we’ve got that relationship with Pink Bull which is essential to us. However the fact can also be that internally we name ourselves VCARB so I might be blissful if our followers would associate with us and help Visa Money App RB F1 Staff as VCARB.”
