【FT Special report】 The Business of Formula one

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口耐滴右手(48级)楼主2015-07-31 21:29:18发布于维多利亚
【FT Special report】 The Business of Formula one口耐滴右手 发表在步行街主干道 https://bbs.hupu.com/topic-daily

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Cars
painted with lack of imagination



For
a sport where the participants go to endless lengths to refine details of their
cars using the latest technologies, it is disappointing that the design of most
of the liveries for this year’s season appear rooted
in the 20th century.
The colour scheme of an F1 car is the team’s identity statement, it defines who
it is and what
it stands for. This is quite straight forward
for manufacturer teams such as Mercedes and Ferrari; they have to reinforce
their automotive look and feel in silver and red respectively. But for teams
such as Williams and McLaren, the livery changes according to which sponsor is
paying the bills and the thinking has not evolved much in the past 40 years. In
the 1990s glory days of Nigel Mansell and Damon Hill, Williams cars were blue
and white. Today they are predominantly white with
a Martini stripe across the top.
The 1980s McLarens of Senna and Prost were red and white for the-then sponsor
Marlboro and Lewis Hamilton’s 1998 title winning car was silver and red for
Vodafone.
Today, with no title sponsor for a second season, McLaren has a real quandary
about what colour to paint its cars that will shout “McLaren”. McLarens have
been silver since the days of their association with Mercedes, which ended in
2009. The silvery-red hybrid livery they launched the car with last month met
with disapproval from fans, so it is back to the drawing board before
the first race in Melbourne.
Given the range of materials available to make a visual impact, the lack of
imagination in F1 liveries is disappointing, says Nick Downes of Interstate.
The London-based design company devised the serpent look for Eddie Jordan’s
Benson and Hedges sponsored cars in the late1990s. “F1 is about going beyond
what is accepted; it’s innovation,” he says. “It should be about creating
personality. F1 used to be the best, but other sports have caught up. They [F1]
are not the pace
setters anymore.” Innovative thinking
was responsible for one of the most famous Grand Prix team liveries in 1934.
Grand Prix cars were then coloured according the country of origin; Italy was
red and Germany was white. Mercedes was preparing its cars to race in the new
750kg weight
limited formula and found they were overweight. The white
paint was stripped off to save a few vital kilos and Mercedes raced with
polished aluminium bodywork. The ‘Silver Arrows
’legend was born.
Claire Williams, deputy team principal of the team named after her father, Sir
Frank, accepts the mantra is ‘If it doesn’t make the car go faster, then it’s
of secondary importance’. But she says her marketing group puts significant
effort
into making the cars look good.
“The livery is a tool; it’s a simple canvas to showcase our partners,” she
says. “We take it seriously because I want to make
our brand look premium.”
This year the Martini stripe is painted on to the cars, but last year, as the
deal came in quite late, Williams had to apply stickers. It took five hours to
“dress” the cars each time before they went
out on track.
Ferrari has the most iconic livery in F1, a scarlet car is what fans expect,
but this leaves little room for innovation. At best Ferrari can add some white
accent colours, but it cannot overdo it and lose the
purity of the brand.
As it faces declining popularity, especially among younger generations, F1 is
going through a process of reinvention. Teams are trying to devise a new look
forthecars,tobeintroducedin2017. It is hoped that this will provide more of a
“wow factor”
to attract younger viewers. Perhaps this is also the moment
for teams to take a fresh look at liveries and make their cars not only
visually stunning, but also imaginative, giving the teams more of an individual
brand.



 



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[if gte mso 10]>






Cars
painted with lack of imagination



For
a sport where the participants go to endless lengths to refine details of their
cars using the latest technologies, it is disappointing that the design of most
of the liveries for this year’s season appear rooted
in the 20th century.
The colour scheme of an F1 car is the team’s identity statement, it defines who
it is and what
it stands for. This is quite straight forward
for manufacturer teams such as Mercedes and Ferrari; they have to reinforce
their automotive look and feel in silver and red respectively. But for teams
such as Williams and McLaren, the livery changes according to which sponsor is
paying the bills and the thinking has not evolved much in the past 40 years. In
the 1990s glory days of Nigel Mansell and Damon Hill, Williams cars were blue
and white. Today they are predominantly white with
a Martini stripe across the top.
The 1980s McLarens of Senna and Prost were red and white for the-then sponsor
Marlboro and Lewis Hamilton’s 1998 title winning car was silver and red for
Vodafone.
Today, with no title sponsor for a second season, McLaren has a real quandary
about what colour to paint its cars that will shout “McLaren”. McLarens have
been silver since the days of their association with Mercedes, which ended in
2009. The silvery-red hybrid livery they launched the car with last month met
with disapproval from fans, so it is back to the drawing board before
the first race in Melbourne.
Given the range of materials available to make a visual impact, the lack of
imagination in F1 liveries is disappointing, says Nick Downes of Interstate.
The London-based design company devised the serpent look for Eddie Jordan’s
Benson and Hedges sponsored cars in the late1990s. “F1 is about going beyond
what is accepted; it’s innovation,” he says. “It should be about creating
personality. F1 used to be the best, but other sports have caught up. They [F1]
are not the pace
setters anymore.” Innovative thinking
was responsible for one of the most famous Grand Prix team liveries in 1934.
Grand Prix cars were then coloured according the country of origin; Italy was
red and Germany was white. Mercedes was preparing its cars to race in the new
750kg weight
limited formula and found they were overweight. The white
paint was stripped off to save a few vital kilos and Mercedes raced with
polished aluminium bodywork. The ‘Silver Arrows
’legend was born.
Claire Williams, deputy team principal of the team named after her father, Sir
Frank, accepts the mantra is ‘If it doesn’t make the car go faster, then it’s
of secondary importance’. But she says her marketing group puts significant
effort
into making the cars look good.
“The livery is a tool; it’s a simple canvas to showcase our partners,” she
says. “We take it seriously because I want to make
our brand look premium.”
This year the Martini stripe is painted on to the cars, but last year, as the
deal came in quite late, Williams had to apply stickers. It took five hours to
“dress” the cars each time before they went
out on track.
Ferrari has the most iconic livery in F1, a scarlet car is what fans expect,
but this leaves little room for innovation. At best Ferrari can add some white
accent colours, but it cannot overdo it and lose the
purity of the brand.
As it faces declining popularity, especially among younger generations, F1 is
going through a process of reinvention. Teams are trying to devise a new look
forthecars,tobeintroducedin2017. It is hoped that this will provide more of a
“wow factor”
to attract younger viewers. Perhaps this is also the moment
for teams to take a fresh look at liveries and make their cars not only
visually stunning, but also imaginative, giving the teams more of an individual
brand.



 



亮了(0)
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一直都是FT的读者~我先接下来第一篇吧。如果没有其他人接我就一篇一篇来。
一直都是FT的读者~我先接下来第一篇吧。如果没有其他人接我就一篇一篇来。
亮了(0)
回复
[quote][b]引用6楼 @红色烈火拖拉机 发表的[/b]:
一直都是FT的读者~我先接下来第一篇吧。如果没有其他人接我就一篇一篇来。[/quote]
你可以和右手商量下,分配下工作量。他也有兴趣翻其余的^ ^
[quote][b]引用6楼 @红色烈火拖拉机 发表的[/b]:
一直都是FT的读者~我先接下来第一篇吧。如果没有其他人接我就一篇一篇来。[/quote]
你可以和右手商量下,分配下工作量。他也有兴趣翻其余的^ ^
亮了(0)
回复
[quote][b]引用7楼 @梦凌枫潇 发表的[/b]:

你可以和右手商量下,分配下工作量。他也有兴趣翻其余的^ ^[/quote]
好的~
[quote][b]引用7楼 @梦凌枫潇 发表的[/b]:

你可以和右手商量下,分配下工作量。他也有兴趣翻其余的^ ^[/quote]
好的~
亮了(0)
回复
Re:【FT Special report】 The Business of Formula one
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