As the 2023 Formula 1 season edges closer, it was time for the teams to reveal their brand new cars. Smothered with big brands, investments, and sponsors, spectators are always hopeful of big launch parties and dramatic car reveals.
Throughout the years we have had the 2004 Renault revealed in the largest opera house in Italy, Benetton uncovering their 2001 car at the St. Mark’s Square in Venice, and let’s not forget when McLaren had the Spice Girls support their launch in 1997.
Although this year we did not have anything quite as extravagant as these, there were some that shone brighter than others. To show this, here are all the 2023 Formula 1 Car Launches from worst to best.
10. Haas
To kick off this list, we focus on the launch that also kicked off the season. Being an American team, it would feel right for them to channel that energy into a big, bold and beautiful launch. What we ended up with was a few renders of an unfinished car on Twitter. The main reason as to why Haas lands bottom of this list is because it was not a “launch.”
The simplicity is actually why quite a few spectators enjoyed it. They said what they were going to do and did it, nothing more, nothing less. Haas completed the checklist of what a normal launch would do. They revealed their new car, highlighting the new “MoneyGram” livery, talked about the design elements, and that was it. But we want to see a piece of cloth slowly getting pulled off the vehicle, gradually displaying the beautiful design as our faces light up with excitement.
In the end, Haas went for directness, modesty and simplicity in a world where Formula 1 viewers want more and more each year.
9. AlphaTauri
AlphaTauri’s launch, similar to Haas, had all the components you would expect. The main problem with the fashion brands launch was that it wasn’t made for the fans. The much anticipated New York launch came with great expectations, as it should. What we actually received, as supporters of the sport/team, was a pre-made video showing off drivers Yuki Tsunoda and Nyck de Vries walking around Manhattan in their very expensive designer jackets and jumpers.
The video ends with a dramatic shot of the drivers standing in front of their new car, surrounded by AlphaTauri fashion. Fans were left surprised to see the video end, after the short 2 minute introduction, rather suddenly. Designed as a big cliffhanger to leave supporters with a sense of excitement, it ended up leaving us quite disappointed.
The actual New York launch that was supposed to be the “Big Apple Release” for the new car, resulted in being an invite-only party during New York’s fashion week. If AlphaTauri had been open as to what would be happening, wether it be “exclusive” or not, at least that is what we would have been expecting.
Unfortunately, the let down of expectations is what puts AlphaTauri so low.
8. Red Bull
Red Bull was a great example of how not to carry out a launch. This list does not concern the looks or design of the car. With that said, it is difficult not to acknowledge that the Formula 1 crowd waited an hour to see a car that looked exactly the same. Obviously this is now not a surprise to anyone anymore.
Just like their sister team, Red Bull held their launch in New York. The stage, effects and initial atmosphere was fantastic. The issues arose when Red Bull didn’t only see this as an advert for their new car, but also all their other sports. The skills and abilities of Red Bull’s other athletes are nothing to be forgotten, however, they have no place in a motorsport car release.
The interviews were boring and tedious which is not usually what we get from members like Christian Horner. The big news of their collaboration with Ford that was set to be announced then and there was actually already published before… by Ford. One of the ultimate failures during the launch was the absence of expected guess F1 boss Stefano Domenicali.
From a brand that knows how to put on a show and entertain millions of people, fans were left disinterested and disappointed. I guess a lot can be made better by Daniel Ricciardo.
7. Williams
What made the Williams launch event good, is what AlphaTauri didn’t do. The team were black and white with their fans, explaining simply what they would reveal, and did exactly that. Admittedly the design for 2023 was lacklustre, yet there was no expectations for a shockingly new one as that isn’t what Williams said.
What was fantastic in the Williams 2023 Season Launch was the voice they gave to their driver academy. This is a crucial part of any team that big brands like Red Bull missed out on. The interviews were not boring or too serious. There was a nice relaxed, involved feel to each conversation, giving it a more human touch.
A launch that only lasted 18 minutes, the Williams team did not try to overdo themselves. They superbly dealt with the lack of information and about the new car and delivered fully on what they knew they could. It is only that shortage of news that drops it low down this list.
6. McLaren
The focus of McLarens 2023 car launch headed towards their history in racing. The MCL60 contained the works of 60 years within motorsport for the iconic British team. Similar to Williams, the launch was short but sweet.
It was great to see all personal there, from the drivers, CEO Zak Brown and new team boss Andrea Stella. One missing member was the technical director James Key. This would have given us a more detailed explanation of what is new for the MCL60. A perfect combination of interviews, publicity videos and a slick car reveal resulted in an engaging event.
The only downside to McLarens launch is their previous elaborative efforts. This is not a direct fault of McLaren, but you could say fans do expect a little bit more from a brand that has produced exceptional events in the past.
5. Alfa Romeo
Alfa Romeo was the most comedic and mishap-happy launch, yet that is what gave it some character and the drivers were able to ride along with it. Bottas was pleasing the audience with his jokes and witty comments. Andreas Seidl, now the Audi F1 CEO, even made an appearance which pleased spectators.
Alfa Romeo’s overall look and surroundings concerning the launch were not quite up to par with the bigger teams around them. However, the smaller venue gave it more of a personal feel, especially when the drivers were hitting back at each other during interviews.
The car ended up being revealed in the background of an interview with the technical interview. Complete confusion within the production resulted in a comedic car reveal. Puzzling, enthralling, comedic. These three words perfectly encapsulate the Alfa Romeo launch.
4. Aston Martin
Aston Martin held their 2023 car launch in their new, state-of-the-art Silverstone factory. Hosted by the lovely Rachel Brookes, the British team created an organised and well put together show. Compared to their previous, shaky attempts at a car reveal, they nailed their latest attempt.
What was quite possibly the slowest cloth pull back from any Formula 1 car, what was revealed was a beautiful, British racing green car. The fan interactions with Lance and Fernando were pure and funny. I believe everyones guilty pleasure is listening to Lawrence Stroll talk, so we were all treated to that.
Aston Martin really nailed the crowd and media involvement. Dan Fallows, technical director, treated us to an enthralling talk on the massively updated car. Jokes between Stroll and Alonso were flowing, showing off their immediate connection. It seems the British Motorsport symbol finally smashed the Formula 1 launch.
3. Alpine
Alpine’s launch has managed to sneak its way into the podium positions in this list. This is due to its party, electric and fun atmosphere that they were able to create at their event. Similar to Alfa Romeo, the launch was hectic, yet controlled. Moments of awkwardness faded into moments of genius concerning the car.
Although the car revealed wasn’t the real deal (render) they still showed both liveries off clearly and attractively. But it wasn’t just the cars that wowed observers, it was the new ambassadors. Football legend Zinedine Zidane was unveiled as a new member of the Alpine community. If that doesn’t attract someone to their screen, I don’t know what would.
Admittedly, the launch was quite long, reflecting the lengths of the likes of Red Bull. However, explanatory talks by technical directors were interesting and riveting. Within the conversations and the interviews, there was a lot of activity and passion. Outside of that it could come off as boring. However, the enthusiasm involved within the actions raise it to third position.
2. Mercedes
When it was time for the Silver Arrows to reveal their new car, it was exactly as we expected. A polished, silky display of a car launch. As discussed, no matter what you do for a launch, just do it well. Mercedes perfected this method with a simple setup, design and reveal.
Nothing said was said for no reason. Everything had a purpose and it was clear that Lewis, George, and Mick were involved deeply within the car. What makes Mercedes special is the love that the team itself has for the brand. This is channelled into the audience and creates a close “community like” feel across all aspects.
Fans were also treated to a demonstration run of the car, a component that teams like Aston Martin weren’t able to do (especially as they are a Silverstone based brand.) Mercedes once again proved why there are not just a certified team, but also a brand. The pristine production created an enjoyable viewing.
1. Ferrari
Ferrari’s launch was a mile above the rest. Ferrari gave fans (the Tifosi) a full track show of their new car. Running the risk of the car breaking down before it’s even had time in pre-season testing is high. However, fortune favours the bold. It seemed Ferrari were the boldest of teams on the grid.
The one thing missing was an in-depth discussion of the new car and components from a technical director or designer, however when the car is roaring on track, who’s thinking of that? There was no sitting around conducting boring interviews, or watching scripted and edited videos. What fans got was a broadcast of a beautiful red Ferrari gliding its way around the track.
It was supported by a grandstand full of Tifosi. This gave everyone at home a warm, fuzzy feeling knowing that fans are having an opportunity to watch two legendary drivers swing the Prancing Horse through each corner.
And of course, it started with the Italian National Anthem performed on a violin.
AlphaTauri Image – https://www.skysports.com/f1/news/12433/12807922/formula-1-launches-alphatauri-reveal-new-look-for-2023-season
Red Bull Image – https://www.scotsman.com/sport/other-sport/f1-cars-2023-heres-when-all-the-f1-cars-are-being-unveiled-for-the-new-season-and-what-their-liveries-look-like-from-ferrari-to-red-bull-4018813
McLaren Image – https://www.autosport.com/f1/news/mclaren-not-entirely-happy-with-launch-spec-2023-f1-car/10431576/
Alpine Image – https://racingnews365.com/what-alpine-need-to-do-to-achieve-more-podiums
Mercedes Image – https://harringtonfinance.co.uk/formula-one-launch-events-ahead-of-bahrain-testing/
Alfa Romeo Image – https://www.racefans.net/2023/02/07/first-pictures-alfa-romeo-reveals-its-new-f1-car-for-2023/screenshot-2023-02-07-09-16-46/