Sauber is entering a new era in Formula 1, which will involve a new colour scheme and branding in 2024 and 2025. Despite this change appearing superficial, they reveal important details about the team’s position for the next two seasons.
For teams across the field, Formula 1’s budget cap has been a valuable introduction. The gap in spending between front-runners and backmarkers has shrunk significantly, eliminating a huge differentiator in past seasons.
McLaren and Aston Martin have capitalised on this change, improving their infrastructure and securing regular podiums.
In a sport where Red Bull, Mercedes and Ferrari have dominated the top three since 2010, this is a welcome change.
However, not every team has been capable of disrupting the established order. At present, Sauber is among those yet to bridge the gap.
On paper, Audi’s ownership of the team should eliminate any financial concerns. When the new regulations arrive in 2026, substantial financial capital will come from the German constructor.
Unfortunately for Sauber, their recent agreement with Stake indicates that funds are still limited. The Swiss outfit made a similar move in 2018 with Alfa Romeo, which at the time represented a crucial cash injection.
And much like then, the Swiss team’s livery and image will change for 2024-25. A green colour scheme is expected this season, which will likely be accompanied by new branding and social media strategy.
For some, it might be worrying that the Hinwil-based team isn’t operating at the budget cap level. Of course, they aren’t the only team in this category.
The likes of Haas and – per Otmar Szafnauer – even Alpine are on the same boat.
Regardless, the delay in receiving an uptick in investment from Audi might be a source of frustration for Sauber. After all, the development race for 2026 has already begun.
With Sauber working on the chassis and Audi developing the power unit, both parties must collaborate to ensure success.
Any unnecessary lag time could jeopardise their chances in the medium and long term. Even in the best of circumstances, competing in Formula 1 as a manufacturer is a huge challenge.
As such, the next few years will determine the early strength of their collaboration.
Author: Jaden Diaz-Ndisang
