Revolut CMO Criticizes Ferrari's HP Livery as a Branding Misfire
Revolut's CMO publicly criticized Ferrari's new red-and-blue HP livery as a design failure, while praising McLaren and highlighting the natural brand alignment with Audi for 2026.
Revolut CMO Antoine Le Nel launched a scathing critique of Ferrari’s new livery, calling the addition of HP blue to the iconic red car a design mistake. He argued that brand identity is paramount in F1, suggesting the Scuderia missed the mark with their recent visual overhaul. In contrast, Le Nel praised McLaren’s branding and emphasized the "natural" synergy between Revolut and Audi’s 2026 entry.
Why it matters:
In a sport where commercial partnerships drive billions in revenue, a livery is more than paint—it is a primary billboard for global brand exposure. A public critique from a high-ranking marketing executive highlights the intense scrutiny teams face regarding their aesthetic choices and the risks involved in altering iconic color schemes for sponsors.
The details:
- Ferrari Critique: Le Nel did not hold back on the Ferrari-HP partnership, stating, "How can you put blue on a red car? This is not good." He views the clash of colors as a failure in maintaining a cohesive brand manifesto.
- Praise for Rivals: While slamming Ferrari, the Revolut executive commended Mastercard and McLaren for their branding success, as well as Google Chrome for their wheel integration, noting these as examples of "brands that are doing a really good job."
- Audi Alignment: Le Nel framed the Revolut-Audi partnership as a union of shared values, specifically the concept of "disruption" and challenging established incumbents in their respective industries.
- The Cadillac Comparison: He drew a sharp distinction between Audi and the incoming Cadillac team, emphasizing that Audi is building its chassis, engine, and power unit entirely in-house rather than purchasing existing infrastructure.
- Self-Built Philosophy: This approach mirrors Revolut’s own business model of building technology from the ground up, making the sponsorship feel like a "natural" fit rather than a financial transaction.
Looking Ahead:
As Audi prepares for its 2026 debut, the team is banking on this philosophy of self-reliance to challenge the grid's elite. While they may have avoided the livery criticism levied at Ferrari, the real test will be whether their in-house power unit can translate this branding confidence into on-track performance.