Racing Bulls Unveils 'Holographic' Livery for Las Vegas Grand Prix

Racing Bulls is set to feature a striking 'holographic' livery on its VCARB02 car for the Las Vegas Grand Prix, marking the final special livery of the season. This unique design celebrates title sponsor Cash App and its new Visa Holo Card, aiming to capture the vibrant spirit of Las Vegas's nightlife.

Why it matters:

Special liveries have become a key part of Racing Bulls' strategy to engage fans and maximize commercial partnerships. This latest design in Las Vegas not only promotes Cash App's new product but also underscores the team's commitment to a 'Gen Z' marketing approach, blending hardcore F1 business with an entertaining brand image that resonates with a younger audience.

The Details:

• The VCARB02 will feature an iridescent finish, bringing holographic patterns to life, described as "capturing the bold, high-energy spirit and vibrant nightlife aesthetic of Las Vegas." This is in collaboration with Cash App's new Holo Card.
• Beyond the car, the holographic theme will extend to a full garage takeover and custom race suits, boots, and gloves for drivers Liam Lawson and Isack Hadjar.
• This marks the fourth and final unique livery for Racing Bulls this season, following designs for the United States, Miami, and British Grands Prix. Previous collaborations included pink 'Summer Edition' cans in Miami, a design with Nigerian artist Slawn for HUGO at Silverstone, and a 'Tortoise Card' livery with country music star Shaboozey in Austin.
• Racing Bulls CEO Peter Bayer emphasizes the importance of these creative collaborations, stating that each design becomes "a statement of creativity and expression." He notes the team's success in integrating partners' worlds into their own, turning each livery into a multi-faceted celebration.

The Big Picture:

Racing Bulls, under CEO Peter Bayer, has consciously transformed its identity from AlphaTauri's junior development focus to a commercially successful operation with a clear brand identity. This shift involves embracing a 'Gen Z' approach to social media and brand activations, exemplified by their vibrant livery program.

• Bayer likens their strategy to a multi-layered business: the "third floor" handles the hardcore F1 engineering, the "second floor" manages communications and brand presence, and the "first floor" embodies the fun, rebellious, and entertaining aspects, much like a skate park in a corporate HQ.
• This integration of entertainment and serious business is a deliberate move to reinject the 'rock star' values of Red Bull's early days, fostering an environment where drivers and staff genuinely enjoy the creative process.

What's next:

This final special livery of the season encapsulates Racing Bulls' innovative approach to F1, blending high-stakes racing with dynamic commercial engagement. The team's commitment to unique brand activations is expected to continue shaping their presence in the sport, solidifying their image as a modern, youth-oriented, and commercially savvy F1 entity.