Revolut CMO Criticizes Ferrari’s HP Livery, Praises Audi Alignment

Revolut's chief marketing officer, Antoine Le Nel, publicly criticized Ferrari’s livery featuring HP’s blue branding as a design failure. In contrast, he praised the "natural" alignment between Revolut and Audi, emphasizing their shared philosophy of building technology from the ground up to disrupt established incumbents.

Why it matters:

Brand identity and sponsorship synergy are critical revenue drivers in modern Formula 1. Le Nel’s comments underscore the high stakes for teams entering the sport; they must not only perform on track but also present a cohesive visual identity that resonates with premium partners. For Audi, attracting major financial backers like Revolut validates their strategy of vertical integration ahead of their 2026 debut.

The details:

• Visual Critique: Le Nel took aim at the visual clash on the Ferrari SF-24, arguing that placing a blue HP logo on the iconic red car was "not good from a design perspective." He lauded Mastercard’s partnership with McLaren and Google Chrome’s branding as superior examples of aesthetic integration.
• Strategic Alignment: The CMO explained that Revolut chose Audi because both companies view themselves as disruptors. He highlighted Audi’s decision to manufacture the chassis, gearbox, and power unit in-house, contrasting it with rivals like Cadillac, whom he suggested are "buying the whole car."
• Shared Values: Le Nel stated that just as Revolut builds its banking infrastructure from scratch, Audi is constructing its F1 project from "zero," creating a narrative that felt "super natural" for the sponsorship.

Looking ahead:

As Audi sets its sights on fighting for championships by 2030, the partnership with Revolut signals a long-term commitment to organic growth. While the team faces the immense challenge of developing a competitive power unit, securing sponsors who buy into the "build-it-yourself" ethos provides a stable foundation for their ambitious entry into the grid.