Why Mercedes is moving towards Brawn, away from McLaren
Why Mercedes is moving towards Brawn, away from McLaren
Posted By: James Allen  |  19 Sep 2009   |  8:21 am GMT  |  82 comments

Amid all the furore over the Renault race fixing scandal, this week has seen another important development in shaping the next generation of F1.

I posted last week on the news that Mercedes was set to take a controlling interest in the Brawn team. It appears that the deal has been worked with the backing of the Abu Dhabi investment vehicle Aabar, which bought 9.1% of Mercedes’ parent company Daimler earlier this year. It is the company’s largest shareholder.

Aabar is an interesting company with a wide range of investments in many different sectors. They bought a 32% stake in Virgin Galactic, Sir Richard Branson’s space project recently.

According to Auto Motor und Sport’s Michael Schmidt, who is usually pretty good on these matters, the Mercedes shareholding in the Brawn team will be held by Aabar until the end of 2011, at which point clauses in Mercedes’ contract with McLaren lapse and allow them to take equity in another team.

The suggestion is, however, that from next year onwards the Brawn car will carry more significant Mercedes branding, the three pointed star on the engine cover and so on. There is also a strong suggestion that Nico Rosberg will drive there. One would expect Jenson Button to partner him, but the championship leader is being squeezed in negotiations over a new deal at the moment. With a much bigger picture in play now at Brawn, he may opt to stay with what is clearly a team of the future and settle for what’s on the table.

Brawn is known to have signed a title sponsor and two secondary sponsors for next season. There are others negotiating the remaining positions on the car and Mercedes’ involvement will attract others.

The team are keeping the details close to their chests, but I have heard a suggestion that one of the secondary sponsors may be Orange, the mobile phone giant. It seems that another of the sponsors may be a Germany company and another from the Far East. It is known that LG is interested in sponsoring a team next season, in addition to its extensive spend with Bernie Ecclestone and FOM thus far, but I have not heard any direct connection with Brawn yet.

Meanwhile Mercedes continue to own a 40% stake in McLaren. A further 30% is owned by the Bahraini investment fund. It seems that Mercedes want to own a controlling stake in a team and have decided to go with Brawn. It is well known that Mercedes have at various times wanted to own a controlling interest in McLaren but have not been able to.

It is not clear what Mercedes would do with its 40% stake, once it take up its Brawn position, but there is no doubt that their involvement and financial contribution are amongst the most valuable assets of the McLaren team, which on the other side has a huge staff and a very expensive factory to run. So where does this leave McLaren and what has motivated Mercedes to move?

Well part of it is obviously the desire to have more control over a team. Also the recent scandals over stolen Ferrari data and Liegate have taken their toll on the relationship. In neither episode were Mercedes directly involved, but suffered by association.

McLaren MP4 12 C

McLaren MP4 12 C

But one of the real keys to this move lies in the supercar market. McLaren this week unveiled its MP4 12C road car, a Gullwing door sports car, which is aimed squarely at Ferrari’s market – the £120,000- £170,000 market.

Before the credit crunch Ferrari was selling around 6,000 cars a year and all the forecasts are that this sector of the market will be buoyant again soon, making a great opportunity. McLaren’s Ron Dennis, in exile from F1, is throwing all his effort into the development of his car which will, significantly, be powered by a McLaren engine, not a Mercedes.

And here is the crunch, Mercedes is also targetting that sector, with its Gullwing SLS AMG, which was launched this week at Frankfurt Motor Show. McLaren is building a car which is in direct competition with Mercedes in a lucrative sector.

The Mercedes SLS Gullwing

The Mercedes SLS Gullwing

McLaren and Mercedes worked together on the SLR, but Dennis has always had ambitions to be the British Ferrari. He feels that as he’s beaten them on the track he can beat them in showroom sales too. It’s a strategy which seems to have put the company on a collision course with Mercedes.

Speaking at the Frankfurt motorshow this week, where the SLS was launched, Daimler boss Dr Zetsche said,
“For a long period we had a lack of alignment on road cars (with McLaren) but we have now found a clear solution and we won’t participate,”

As for where things go with McLaren from here in terms of F1 he added,
“Ending the relationship is not an option but we may have a different relationship”.

What makes this story so poignant is that the Brawn team wouldn’t have existed without McLaren’s support at the start of the 2009 season. Mercedes were very keen to provide a lifeline to Brawn, and a very powerful and reliable engine which has been one of the cornerstones of their success, particularly in competition with Red Bull, whose Renault has lacked the power and proved a little unreliable, especially for Sebastian Vettel.

But McLaren’s CEO Martin Whitmarsh, full of the early spirit of brotherhood of FOTA, facilitated the Mercedes deal and helped the Brawn team. It all happened in the weeks leading up to that notorious FOTA press conference in Geneva.

He clearly didn’t see this coming.

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James , i think there is a lot more to this than just rumour.

The driver market is irrelevant in the ambitions of Mercedes Benz and McLaren. Both have longer term growth strategies at a corporate level that need to be exercised.

Mercedes always wanted to have a Silver Arrows in F1, bu that project was shelved in 1993 as too risky. Mercedes then entered F1 as Sauber Mercedes, with the original Silver Arrow painted black.

Ron Dennis has never wanted to sell McLaren MP4 to anyone and the partnership with Mercedes was mutually beneficial at the time.

Now the world has changed. McLaren is in a position to own and develop its own engine (buying one would clearly save cash) to bolster its road car brand. This creates share holder value and establishes McLaren as a sports car producer in its own right.

Ross Brawn had never intended to keep Brawn GP anyways. He took the opportunity to raise the share price of ex BAR, ex Honda assets with a view to selling it too a manufacturer in future. This strategy would make sense if you now own the assets and liabilities. Buy it low, sell it high = Profit.

Then engineer a role as team principal and draw a salary and share options to incentivise yourself. Bernie did, Richard Branson does it so why wouldn’t Ross Brawn?

This is very exciting for F1 if it comes to fruition. Perhaps this move will temp VAG into F1 either under the VW or Audi (or perhaps Lambo or Bentley which would make sense in the market those brands compete).

Manufacturers can be the death of F1 but if the environment (costs, rules, politics) is correct then manufacturers can be the life blood of F1.

This move by McLaren and Mercedes is not about drivers, its about corporate strategy. F1 is a business and is used to create brand equity. There is no higher brand equity than a Mercedes Benz F1 race car painted Silver and called a Mercedes benz, not a McLaren Mercedes.

Same holds true for McLaren. The customer of the MP4/12c will more easily identify with a Vodaphone McLaren than a Vodaphone Mc Merc.

Bmw is a privately owned company, they would want to sell the engine programme as a going concern to get cash back in the bank for R$D.

There is a lot of sense to all of these moves.


So if McLaren are unable to make use of BMW, Renault and Mercedes engines, that leaves one engine provider no one has dared mention….

Could it happen?



do you think that Mercedes were completely satisfied with their cooperation and results with McLaren?

You mention the tension coming from scandals. But a moment’s reflection reveals that for such a high profile collaboration, the results were rather poor…

3 drivers championships, and 2 constructors??


I think it has not been as successful as it could and should have been. Mercedes made mistakes, they had some difficult years in the mid 2000s with the engines, failures etc, but I think both sides would say that they didn’t do as much as they ought to have done



Considering the fact that McLaren are looking to develop their enginesin-house, how would it pan out with the current regulations pertaining to the engine freeze?

Would they be allowed to develop an engine and race it right out of the box even though they had extra developmental time (and a fresh approach to maximize output at lower revs) with it?

Paige Michael-Shetley

I’ve got to think this is what McLaren is looking to do, especially since they’re stepping up as a sports car manufacturer with the aim of being the British Ferrari.

The engine freeze will probably be scrapped soon.


Building a series engine for a road car and building an F1 engine are two very different things. I’m not aware that the end result of this strategy is for them to build F1 engines, but I’ll find out. Clearly they wanted the ability to build their own road car, engine and all and there will be other models, no doubt soon.


The one Mclaren weakness, leaving even their pitstops and manual gearboxes well behind, which has been constant since MP4 days has been tactics. If Ron Dennis told you to turn right you’d check your satnav first. It is not something which is lacking in the Brawn team.

I’ve been a fan of McLaren since the last days of the BT54 – what a shame the BT55 couldn’t cut it – so regard Ron Dennis with some degree of awe. Together with Frank Williams/Patrick Head, he is F1 to me. Or rather was.

A friend of mine worked for Courtaulds and was part of the negotiating team when they sponsored McLaren and Tyrell in the late 80s/early 90s ‘the business of winning’ era. He said that RD was a one-off and the sort of bloke who inspired trust from the start. Once an agreement was reached and the metaphorical handshake had taken place, he believed that it was set in stone and the lawyers’ bits of paper were an inconsequence.

Is there any connection between RD’s move away from the pitwall and Merc’s move away from McLaren?

I like Whitmarsh. He is great on TV, seems to be willing to help out us fans with insight – not to mention YouTube videos – and has some respect for the English language. I’d really like to see him as successful as Ron has been.

Yet I find myself cooling towards McLaren. It has changed. Ron’s seat is a big one to fill.

Was Merc’s relationship more with RD than the team?

This season will be remarkable as after 30 years domination by the big four, Ferrari, McLaren, Williams, Benetton/Renault, there will be a new name on the WCC cup. It was Andretti, one of my top five, who put the Lotus name there in 1978. At the moment Brawn is, I would suggest, something of a bargain. For all the hype, is Mercedes just keeping its options open?

Mind you, if I were Merc, I’d be a wee bit nervous of McLaren’s launch into sportscars. Not much, given the figures likely to be built. But gull wings? Retro might be great for the new Mini and Fiat 500 pastiche, but on a brandleading sportscar? I’m not so sure their tactics are any better than Ron’s were in F1.


I think another good driver is just what Hamilton needs. someone to push him to do even better; besides, iron sharpens iron… It would be very good for the team to have more than one person earning good points.


who cares, Lotus are back. Any updates for us james,

P.S I owe you an apology , always slated you for your commentary but would have you back in as heart beat.


Hi James. Great insight, thank you. Remember 93 when the all black Saubers just carried the logo ‘concept  by mercedes Benz’?! In a way this is Mercedes’ chance to complete that original mission of being a GP team in their own right. It’s completely fair in my view, this is sport not romance, good luck to them. I just hope they keep Rubens next year, what a joy to watch!


Wow…coming events always cast their shadows.I definitely think there’s more to come but I can imagine Mclaren must have contemplated this scenario in some shape or form.Thanks for the pearler from the grapevine James..


Do you think that McLaren is suffering the loss of strong leadership in the form of Ron Dennis and has this added to Mercedes nervousness in additon to the factors you’ve discussed?

Also if Mercedes were to leave is McLaren one of the very few teams that have the ability to weather the loss – or is that to under-estimate Mercedes Benz’s contribution?


Great article James.

Does Mclaren have the tools right now to build their own engine for road or F1 cars?


I don’t think so but I would think they will in three years time. There are many companies that would love to build it for them and let then call it McLaren.


McLaren have built there own engine for the MP4 12C. It is probably this that has ticked off Mercedes more than anything else.

I have been to the McLaren Technology Centre and from what I have seen they are more than capable of building their own engine.


“As for where things go with McLaren from here in terms of F1 he added,

“Ending the relationship is not an option but we may have a different relationship”.”

Rumor has it, MclarenHonda… Some nice irony in that eh?


Nice idea, Meeklo. What is the source of the rumour?


It would help Mercedes enormously in their home market and make the spending on F1 easier to justify if they had a German winning the Championship in a Mercedes car. I think this is why they are interested to supply Red Bull, ther interest in Brawn and a driver like Nico Rosberg.

There are quite a few good (enough)German drivers around at the moment, but none of them will be able to take on Hamilton at McLaren as a teammate, because he is such a good driver and because he is so strongly linked to the team. Even Alonso could not do it, this tells you quite a lot.


James, our Gran says Mercedes shouldn’t rush to sign anything. She reckons the biggest F1 scandal is yet to break upon us. It will involve the entire Brawn team who will be disqualified from this year’s champs.

As Raikkonen will overtake Vettel and Webber in the next 3 races he will be crowned WDC 2009.

That’s our Gran for you.


Where does she get her info?


I reckon ‘silverstoned’ refers to your gran.


Wow, what a theory. Would cap off a truly unbelievable year if it happened. Good old Gran


James if Mercedes secures shares in Brawn for 2011 and thus takes the famous silver colour scheme away from Mclaren, will Mclaren revert back to the traditional Orange paint job?


It’s a good bet


James think about this since Vodafone is the

title sponsor ,The color orange will not go

well with the color orange.But check this out

paint the car Mclaren black with rocket red

metallic flakes in the paint scheme when

light hits it it shows rocket red but the car

stays black. Pimp my ride!


I don’t think Mclaren will be fazed, their colour schemes have alternated every other year, from the traditional West Livery, to the Chrome-Johnnie Walker, straight to the Silver-Rocket Red. Truth be told colour schemes are heavily dependant on sponsorship. I personally would like to see Red and Black the same colours as the logo, I think that would be quite fitting.

Either way, the boys at Woking will not paint it bright pink in collaboration with Sheilas Wheels, that I assure you 😉


Orange (telco) would be all over that wouldn’t they!

Such a cool color


This is (I believe) the 2006 McLaren in testing with an orange livery. Mmm… tasty.



Bruce McLaren papaya and Vodafone rocket-red.

On the same car. That’s quite the jihad for the eyes. It would at least make the poor old Renault look understated.

Somethings probably gotta give on that one. (now Orange Telecom on the other hand … )

Mike from Medellin, Colombia

Let’s hope that Ron doesn’t end up like Frank Williams and Patrick Head whose stubbornness has made them into also rans.

You can;t rely on stability from manufacturers, but they give you a huge advantage. If someone else has one, you have to have one.


I was perplexed about why Mercedes would pull away from a 15-year successful partnership, so thank you James.

Clearly this is driven by McLaren’s desire to build its own engines; both for its road car projects and for F1. Strategically, this makes huge sense for McLaren. It introduces another revenue stream for the Group, whilst allowing it to completely be master of its own destiny. Maybe we will see McLaren customer cars a few years down the road.

Could be huge for McLaren, so long as they procude a good engine. It will induce unease for Hamilton, so it could be interesting to see what happens when his contract is up.


I’ve been looking at Mclaren’s web site (www.mclarencars.com) and it includes the following peach about its engine:

“….The MP4-12C’s class-leading combination of pure performance and efficiency could only be achieved by designing our own M838T engine from scratch. Not constrained by having to use another manufacturer’s parts, we applied McLaren’s design methodologies to create an engine that defies sports car conventions….”

No wonder Mercedes want out of McLaren!!!


Hi James,

On the driver side of things. I know Ross Brawn was keen on having Fernando on board for this season. Given the plethora of drivers Ferrari have for next season and the fact that Renault may no longer be in F1 do you think Fernando may go race with Brawn next seasonn(I remember you writing about how Mercedes wanted FA because of the Spanish market)


You are right, but Fernando, if he isn’t starting at Ferrari next year would only be available for one year. That might work if there was another driver they are targetting for long term who wasn’t available until 2011, but I can’t think of one off hand. There are quite a few good drivers available now for 2010, like Kubica, Rosberg..


How do you think Ferrari will get out of Kimi’s contract? They can’t pay $40M to dispatch him and no matter what Fernando isn’t worth that much more even if he was guaranteed to win the WDC. I think Massa will be healed, hungry and healthy in 2010, Kimi is still a good driver and certainly good enough not to spent $40M to ditch him for ANYBODY on the grid. I know the Fernando/Ferrari rumors are incessant and strong but I just can’t see how Kimi could be sidelined. Ferrari isn’t going to pay him off just so he can go to Brawn, Mac, or Renault cheaply. If Brawn had a 2010 budget of $200M of which $100M went for development (after driver’s salaries, travel, PR, materials, engineering staff etc.) and Ferrari paid Kimi $25-30M to leave and Kimi went to Brawn because of them having a winning car. He could drive for free, pocket the Ferrari money and Brawn would have an extra $15-20M to slot directly into development. And one can only imagine that there are some compromises on this year’s car as the MB it was originally designed for a Honda engine. It will not be that hard to see Brawn remaining at the top of the grid next year especially since all this will motivate MB not to supply Red Bull with their superior engine. Brawn will also be flush with WCC cash for winning that title. But why would Brawn ditch Button? It is also possible that Rubens could sneak into the WDC title and ditching a sitting champ, especially considering the bond Rubens and Ross have isn’t too likely to happen. And oddly I see Rubens having as much longevity remaining in his career as does Kimi. So Kimi to Mac? I can’t see that either. They want and will get Nico. A German who is a PR dream, a past GP2 champ wise with race craft and fast with pace who is motivated and loyal. Plus Nico has many more years left in him than Kimi. Kimi to Renault? Can’t see that either as the prospects of Renault returning to the sharp end of the grid are slim. Red Bull is full. Toyota’s car isn’t fast enough, forget the new teams, Williams will go after Nick and their car isn’t fast enough for Kimi. So whither goest the Kimster? I still see him in Red. Could the Ferrari engine deal Sauber is working on provide them a place to “park” Fernando for a year? Could they push Kimi there on the cheap? Kimi would want to enforce his contract so it would still cost Ferrari a bundle. Plus the last few races have shown Ferrari how fast a motivated Kimi can still drive.

(I can’t foresee the FIA allowing some engine adjustment because Red Bull won a few races in such dominant form with the Renault. They may allow 2 more engines per season though because of the experience of Red Bull and BMW this year. Especially if Red Bull and BMW sharply curtail their running time during the remaining practice sessions. It could affect attendance as some fans might stay home knowing that their favorite driver will get a grid penalty or only run a dozen laps in practice.)


We’ve already had the ‘British Ferrari’ – it was Lotus. The parallels were enormous…

I’d see McLaren more like, at least in terms of road cars, moving from being a British Pagani to a British Lamborghini – even more special than Ferraris… Think about it – a guy at a dinner party says he drives a Ferrari, you’re like ‘fair enough…’ But for all you know it could be an 8 grand Mondial or an Enzo. But someone says they have a McLaren, and you think… ‘wow’. It’s instantly special.

P.s pedantic I know, but the McLaren isn’t a Gullwing. Gullwing doors are specifically the type on the lower Mercedes pic – ie hinged from the centre of the roof, opening exclusively straight out at the sides and up. All other variants of trick doors are variously called ‘scissor doors, ‘Lambo doors’, ‘butterfly doors’ etc, but never should be labelled Gullwings…

End of lesson.


James, does Mercedes also have access to McLaren other F1 technologies or they only deal with the engines?

When 2 companies join forces usually one if not both become greedy with time as they grow more as competitors then partners, this reminds me a bit of the Google vs Apple divorce…


Does MB think that Brawn could be as valuable of a brand association as McLaren? There are image benefits of associating with such a legendary name as McLaren. BrawnGP doesn’t and won’t have the same amount of marketing cache as McLaren even in a dozen years. Are you hinting that MB is willing to “go it alone” in F1 with one “factory” team (albeit with customer teams as well) by subsuming Brawn name in quick order which would require an almost total ownership interest? Hasn’t McLaren proved their engineering prowess by turning this year’s car around so dramatically?

Let’s say that Ferrari have about 80% of the supercar market and Porsche, Bugatti, Audi, Lamborghini, Mazerati etc. pick up the remaining 20%. Assuming that MB’s best entry into the supercar market could sell 2000 of the 6000/yr. cars Ferrari sells, and assuming that the average ticket price is 200,000 euros at an obscene 50% profit… 100,000 euros/car times 2000 cars is 200M euros/yr. Hardly worth what the investment in a dedicated F1 team could benefit them over their present involvement. Remember MB is already getting a healthy bang for their F1 buck through McLaren. Moreover, I think a true supercar almost has to have either a mid or a rear engine design. Until MB offers that their endeavors in the supercar market will suffer.


I wonder if it would continue to be called Brawn? I’m not sure they have plans to develop that name as a brand so it makes sense to rebrand the team and cars.


Whitmarsh has been left holding the bag.

I don’t think it’s all about SpyLie, obvious as they are. McLaren’s (for which read “Ron Dennis”) driver choices since the end of the Haikennen/Coulthard pairing have been at least questionable, if not eccentric. You get a guy (Montoya) who’s a proven race winner in every discipline by swooping in when he’s ticked off at Williams. You pair him with a fast youngster (Kimi) of whom great things are expected. Both show well, but both leave, alienated — One out of the sport completely while making plain his distaste for the F1 (for which read “McLaren”?) culture; and the other moving to McLaren’s ARCH RIVAL. I doubt that return on investment went down well with the Daimler board.

Likely, the board was also both surprised and annoyed when McLaren also used a big chunk of their bankroll to get a two-time defending World Champion, only to have the team, via Ron Dennis, appear at best indifferent to his status within the team. Surely some members of the board asked, “why are we spending this money without making him the clear number one?” That McLaren refused to do so while AT LEAST giving the appearance of favoring Ron’s protegee must have given some of the board heartburn. That this played out such that their ex-driver won the title at his first attempt with their principal rivals will have produced ulcers throughout the boardroom. That Lewis won last year (NOT McLaren-Mercedes, and, therefore, Daimler, Ferrari winning the Constructor’s title) by luck as much as judgment in the final race will have done little to ease the discomfort. Add in RD’s stated, now demonstrated, efforts to produce a supercar from wheels to engine with no Mercedes (and thus no Mercedes marketing benefit, all glory going to McLaren) in it, and the Board must have asked,

“Why are we still involved with McLaren? What are we getting from this?” To which others have clearly answered, “not enough. Time to hedge our bets. We need a bigger stake if we’re going to stay in the game.’ Enter Brawn.

Having alienated the Daimler board, McLaren may be out of the picture even as a customer team by 2012 — coincident with the end of the current Concorde Agreement. Just as they wandered the wilderness after being “McLaren-Honda” through “McLaren-Peugot” and “McLaren-Ford” before coming in from the cold as “McLaren-Mercedes,” they’ll survive. But not by becoming “McLaren-Toyota” or some such.

Having shown that they can do so on the road car side, they may yet be “The English Ferrari,” in the sense of designing and building their whole F1 car, engine included, with no need to worry about all that goes with major manufacturer tie-ups. McLaren has the resources to be truly an independent, constructor team RIGHT NOW. No other UK team can say that. They should embrace that challenge and jump in now, rather than be pushed off the plank in a couple of years.

McLaren as BRM, with Ron Dennis in the role of Sir Alfred Owen…


James – nobody seems to be pointing out one more aspect, and that is since Ron Dennis has always stated that he would like McLaren to become the “British Ferrari” or a brand that can fully compete with Ferrari, it would only make sense that you become a “full constructor” like Ferrari and manufacture your own engines as well. I think we have seen the first part of that with McLaren’s MP4-12C road car. With McLaren demonstrating their technical capability to do a proper road car engine isn’t it a bit clear at this point that they can and wish to manufacture their own F1 engine at some point to solidify the McLaren brand as a worthy competitor to Ferrari in all aspects? If they want to be “that brand” they can’t be with Mercedes forever. (This could be the heart of the reasoning for Mercedes to be looking elsewhere on the grid, roadcar yes is a problem, lack of ultimate control of getting a German driver in the seat due to a 40% holding, but them knowing McLaren want their own engine at some point they would have no choice but to start to look elsewhere)


Way to go Dale. Right on the money


I was just saying… I think you’ve got it spot on. McLaren as BRM.


You’ve got to feel sorrier for Mercedes in this relationship, as much as they struggled a few years ago with reliability they’ve well and truly nailed it in the end only to be stripped of any constructors chance two years ago and a weak 2nd driver last year.

Mercedes can benefit hugely from the other manufacturers belt tightening here, they’re definitely looking at this sport with the long-term in mind and with budget caps there’s an opportunity for a lot of money to be made.

Would it be that difficult for McLaren to start making their own F1 engines? Especially if the smaller units with turbos are phased in.


Like I said before McLaren will build their

own F1 engines, You can hate Max Mosley all

you want but he was right the car manufactors

must go, all they do is come in and when things

go bad they run away, I hope Martin will take

Ron Dennis lead and become the British Ferrari

Think about this since 1966 when Mclaren became

a team 78 F1 teams have come and gone but the

Ferrari brand is still there Ron Dennis is a

smart man the time is now for Mclaren to build

their own F1 engines-Vodafone Mclaren in 2010



McLaren / Ron Dennis are not stupid and they well know what is coming way ahead when we find out!

Ron is following the steps of Bruce and he will be successful!!

Mercedes was/is a great companion, but it’s time to keep walking apart!!

We just have to wait and see.

Nobody pushed Ron to leave, he had it all planned out. No surprises.

James didn’t finish his report 😉

thank you! 🙂

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