Grand Prix Business Diary: China

16 April 2012 | Posted in Notes & Insights | By David Cushnan | Contact the author

Nico Rosberg's first Grand Prix victory in Shanghai was a good news story for Formula One, coming as it did at the German's 111th attempt since he made his debut at the 2006 Bahrain Grand Prix. It was also, of course, the first victory for Mercedes since the German manufacturer took the plunge and bought out the Brawn GP team at the end of 2009.

Setting aside comparitive tiddlers Marussia and Caterham, Mercedes is one of only two manufacturers to own its own team. Although manufacturers have tended to come and go from the sport, especially as economies and strategic directions change, the Germans have been a consistent presence over 15 years firstly as an engine supplier and now as both a supplier and team owner. Indeed all three cars on the podium in Shanghai were powered by Mercedes.

It is also not insignificant that the team's first win came in China, a market where Mercedes has been making a mark since entering the country in 2007.

China is a market where Mercedes has been making a mark since entering the country in 2007

Last year saw sales of AMG - Mercedes-Benz's performance brand, which has also been incorporated into the official name of the Formula One team for the first time this year - rise by 48 per cent, AMG's third largest market. Mercedes would have taken it anywhere, but China was probably the ideal place for the compant to take its first chequered flag.

Bahrain is on - loud but not clear

The build-up to race three of the world championship was dominated by talk of race four. Safety concerns and moral questions were intertwined as the Formula One community pitched up in China, but it was the Bahrain Grand Prix that was the talking point. Postponed last year, this year's Bahrain race will go ahead as planned despite increasing concern that the event will be a flashpoint and, one way or another, be used as a political tool. For the second year in a row Formula One has opened itself up to fierce criticism inside and outside Bahrain.

Bernie Ecclestone and FIA president Jean Todt have long insisted that the race is on and their position hardened over the weekend with final confirmation from the FIA.

For a second year in a row Formula One has opened itself up to fierce criticism inside and outside Bahrain

Ecclestone and Todt were both in China but at a time when leadership and clear communication was called for, Todt barely spoke to a reporter all weekend and Ecclestone was at best pointed and at worst rude in his reply to perfectly reasonable questions from television reporters.

When the dust settles - hopefully safely - in Bahrain, the first thing Formula One and world motorsport should do is take a proper look at its communications strategy.

Watch that space

Busy times at Sauber after Sergio Perez's second place in Malaysia. Despite a disappointing 10th and 11th on Sunday, after a promising qualifying which saw Kamui Kobayashi third on the grid, things are looking up on the commercial front for a team with one of Formula One's smaller budgets.

On the Friday before the Chinese Grand Prix the team was able to confirm Visit Mexico will sponsor the team at 12 of the remaining 18 races this year, continuing a Perez-related deal from 2011.

And there is also the promise of more investment as the team began what appears to be a teaser campaign for a future sponsor. Exactly what 'Out of the Blue', which featured on the side of both cars over the weekend, refers to will apparently be revealed at the Spanish Grand Prix in a few weeks time.