McLaren CEO Zak Brown has revealed he wanted to turn the team’s brand away from the “Darth Vader” image created by Formula 1 titan Ron Dennis.
Dennis revolutionised the McLaren outfit when he took control of the Woking-based squad in the early 1980s.
Several championships followed as did a sleek, no-frills, efficient image surrounding the McLaren brand.
This was typified in the black and silver liveries of McLaren’s cars from the late 1990s through to the 2010s.
When Dennis parted ways with McLaren towards the end of 2016, Brown came in as Executive Director and papaya-coloured cars followed in 2017 akin to the liveries created by the team’s founder Bruce in the 1960s.
The team took on a whole new identity under Brown (who assumed the role of CEO in 2018), dropping the MP4 moniker from the McLaren machines, revolutionising its commercial approach and infusing a sense of energy and fun into Woking.
Brown told Auto Motor und Sport that these moves were intentional, saying: “I’m more concerned with things outside the race track.
“Our offerings for the fans, building the brand, the sponsors,” Brown continued.
“I think we’ve made a lot of progress there. You can never stand still because times change so quickly.
“The colour papaya has become a brand. If I compare it to Star Wars, McLaren has long played the role of Darth Vader. Dark, cold, terrifying.
“We’re trying to look a bit like Skywalker right now. Lots of positive energy, colourful, young.
“That’s the fan in me talking. On the track, Andrea Stella is working on becoming a team that wins regularly again.”
Dennis one of the ‘three greatest legends in F1’ – Brown
Dennis’ tenure at McLaren culminated in 10 Drivers’ titles and seven Constructors’ crowns.
As CEO, much of Brown’s success with McLaren has come off track with the team boasting one of the largest sponsorship portfolios in the sport.
This in part contributed to the team securing its first Constructors’ title in 26 years at the 2024 season-finale in Abu Dhabi.
Still, Brown doesn’t want to put himself in the ranks of Dennis’ achievements.
“I would never compare myself to Ron Dennis, because for me he is one of the three greatest legends of motorsport alongside Enzo Ferrari and Bernie Ecclestone,” Brown said.
“They created what Formula 1 is today. I would like to be on that list, but I would never dare to put myself on it today. I won six races with McLaren.
“Ron had that in titles alone. But I already feel like the captain of an incredible team that wants to live up to the success that McLaren has had in the sport over many years.”
Dennis wouldn’t be able to operate McLaren alone in modern F1
Brown working as CEO at McLaren frees up Team Principal Andrea Stella to focus on purely racing matters.
This is a typical structure across many teams in modern F1, whereby a CEO helps carry the commercial burden away from a Team Principal.
As the sport continues to grow, Brown believes a character like Dennis wouldn’t be able to steer the McLaren ship alone in F1’s present day.
“Today’s team bosses can no longer be compared with those of the past,” he said.
“The teams have become far too big for Dennis to control everything.
“If you want to do it right, you have to have a team principal and a managing director.
“Andrea only looks after the team, I look after the rest.
“I have the feeling that I work for the team and not the other way around.
“My job is to support [Andrea]. With the financial resources, with the political issues.
“If Andrea was distracted by media work, marketing, contacts with shareholders or sponsors, he wouldn’t be able to do the job he does.
“With him, I knew what I was getting myself into. Our personalities fit well together and we complement each other in our work.
“The same applies to the other directors. If you want to be successful, you have to have a culture in which people trust each other.”
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