Win on Sunday, sell on Monday: How Formula 1 markets road cars

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Many of the earliest Formula 1 teams were simple concerns, focused only on the spirit of competition. Today, the world of Formula 1 is dominated by global automotive giants, who use it to develop and promote technology to be used by regular drivers on the road Ahead of this weekend’s United States Grand Prix in Austin, Texas, we have taken a look at how car manufacturers use modern Formula 1 racing as a worldwide advertising billboard. More on Motoring Research: Road-legal Formula 1 replica could be yours One-off Bond theme for Red Bull Racing F1 cars Ferrari already top of the Formula 1 sponsorship podium in 2019 Silver Arrows dominate the hybrid F1 era Mercedes-Benz was one of the earliest manufacturers to become involved with Formula 1. Legendary drivers like Juan Manual Fangio and Stirling Moss drove for the team in the 1950s, until 1955 when Mercedes withdrew from motorsport entirely. 2010 saw the return of the Mercedes-Benz team to Formula 1. The introduction of turbocharged V-6 hybrid engines in 2014 has seen the team win six Constructors’ Championships, with Lewis Hamilton on course for another Drivers’ Championship this year. 2020 Mercedes-AMG One Mercedes-AMG has looked to turn that on-track success into a road car like no other. Known simply as the ‘One’, this hypercar is powered by the same 1.6-liter turbocharged V-6 engine as used in the F1 race cars. With more than 1,000 horsepower, and an eight-speed paddle shift gearbox, this is an extremely direct demonstration of motorsport technology for the road. Lewis Hamilton reveals the Mercedes-AMG One Mercedes-AMG star driver Lewis Hamilton was on hand to help reveal the One, driving it on to the stage at the 2017 Frankfurt Motor Show. A combination of four electric motors, along with the turbocharged V-6 engine, allows the One to travel up to 15 miles on battery power alone. Lewis Hamilton has been involved in developing the One, meaning those who buy the 275 production cars will know its abilities have been tested by a multiple F1 World Champion driver. Hamilton’s team mate, Valtteri Bottas, has also spent time with the 217 mph One. An almost guaranteed Mercedes-Benz leader on track Mercedes-Benz entered into an agreement with Formula 1, agreeing to provide the safety car for the championship from the 1996 season onwards. This includes cars used by the medical teams and doctors, along with other official vehicles. It means that in the event of a race being neutralized due to bad weather or an accident, millions of F1 fans around the world will see a Mercedes leading the field. Various road-going Mercedes models have been used, with the 577 horsepower AMG GT R currently responsible for safety car duty. Alfa Romeo celebrates a return to Formula 1 Italian company Alfa Romeo can trace the roots of its motorsport activity as far back as 1911, and it became active in Formula 1 from the outset. This included seeing its driver, Giuseppe Farina, win the inaugural FIA World Championship of Drivers in 1950. Alfa withdrew as a factory team in 1951, but continued to supply engines to F1 until 1985. For the 2018 season, Alfa Romeo entered into a partnership with the Swiss Sauber team. Heading into 2019, this resulted in the outfit being renamed Alfa Romeo Racing.