Scuderia Toro Rosso rebrands as Scuderia AlphaTauri F1

posted on Saturday, 15th February 2020 by Steve May

Automotive  High-end  Fashion  Culture 

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Formula 1 team Toro Rosso has rebranded and relaunched as Scuderia AlphaTauri, taking its new team name from Red Bull‘s premium fashion brand.

At a lavish launch attended by 500 guests and media representatives, the new team unveiled its 2020 AT01 racing car with new livery, and teamware.  The event was held at Hangar-7 in Salzburg.  Some 600km away in Milan, a replica of the car was simultaneously unveiled on the facade of the prestigious Rinascente fashion store.
 
British Formula 1 legend David Coulthard was the host as Scuderia Toro Rosso completed its transformation to Scuderia AlphaTauri. Guests including Formula One Group CEO Chase Carey and Patrick Dempsey.
 
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Franz Tost, Team Principal Scuderia AlphaTauri, said: “This launch has been one of the most exciting and entertaining I have ever experienced in Formula 1. It’s been a unique event where fashion has met Formula 1, with AlphaTauri’s clothing and our new racing car being revealed globally.”
 
At the event, 50 models presented AlphaTauri’s Spring/Summer 2020 look and gave a sneak peek at the brand’s upcoming collections. And just as the new-look car was being unveiled in Austria, guests were able to watch on screen as a replica was being unveiled on the facade of the world renowned Rinascente fashion store in Milan, just ahead of the start of the Italian style capital’s Fashion Week.
 
“The take-over of Rinascente in Milan visually builds the bridge to our engagement in motorsports and AlphaTauri’s launch as a premium fashion brand on the Italian market,” said Ahmet Mercan, General Manager AlphaTauri. “It represents the first move of AlphaTauri’s global expansion.”
 
Red Bull has been growing its AlphaTauri fashion brand since 2016. Renaming Scuderia Toro Rosso as Scuderia AlphaTauri marks a significant milestone in the company‘s global rollout strategy.
 
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There was an early end to the evening for the team‘s drivers, Pierre Gasly and Daniil Kvyat (pictured above), as they prepared to take the new Scuderia AlphaTauri F1 cars on the track for the first time in a filming session the following day in Misano, Italy. Official winter testing starts February 19 at Barcelona‘s Grand Prix circuit. The new cars will see their first racing action at the traditional season opener in Melbourne on March 15.
 
“I think Scuderia AlphaTauri is a fantastic project, a new adventure,” says Gasly. “There's the end of the story of Toro Rosso for sure, which is quite emotional for me because they gave me my first opportunity in Formula 1. But there's a new chapter coming with Scuderia AlphaTauri.

"This represents the first move of AlphaTauri’s global expansion..."

“I like fashion as well, so for me it's great to be combining a fashion brand with Formula 1. I think it's a great adventure that is starting now and I'm really excited to get started properly on track and take the brand to another level.”
 
Daniil Kvyat adds: “For us, I think as a team it's a great thing. It’s exciting and the clothes are great – very easy to travel with. Obviously last year was really competitive for us in terms of team performance, and we will try to do something similar this year. I think we have a very strong baseline and we're going to try to do as many of those strong races that we had last year. We're going to try and repeat them more and more often. It should bring us good results like these and I really hope it's going to work out.”

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Steve May

Inside ID Editor Steve May is a freelance lifestyle and technology journalist, who also writes for Ideal Home, the i, T3, Home Cinema CHoice, TechRadar and Trusted Reviews.

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