Last Tuesday (21), in a press conference after the Las Vegas Grand Prix, the CEO of Alpha Tauri, Peter Bayer, stated that the company was looking for a restructuring and modification to achieve innovation for the brand in the category. The objective also includes changing the company’s name.
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“The identity will be generic. The identity is what Toro Rosso would have been and is moving closer to the Red Bull family again. But then it will appear with the naming right partners,” said Alpha Tauri CEO Peter Bayer, who is looking to partner further with the team’s sponsors.
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The businessman continued to explain the change: “We are going to change the name of the company, we are going to change the identity, the logo, everything, a complete relaunch, a complete rebrand. The team name, the identity, was decided by the shareholders. I have to carry this with me without being able to share it, which is very difficult.”
The director said that one of the brand’s stars, Daniel Ricciardo, was present in the decision-making stages and that his support was also important for the restructuring of the entire company. Detailing the process, Peter Bayer reported that the meetings had already been completed and that Alpha Tauri’s next sponsors are in the same professional and conceptual scope.
“We are on a good trajectory. And because we have such good traction in the United States right now, we found these two companies that like each other. We had a very good meeting with these two great new partners and they got along very well. They mix immediately”, he concluded. Speculations claim that the announcement of the new name will take place next year.