AlphaTauri unveils a revised livery for the 2023 F1 season

Darshan Chokhani

2 years ago

AlphaTauri had a special launch of their 2023 F1 livery in New York much like how its sister Red Bull team did so a week back.

With clear intention of capturing the American market, Red Bull’s sister team AlphaTauri also conducted its 2023 F1 livery launch on a Saturday night in New York with their new driver pairing of Yuki Tsunoda and Nyck de Vries.

AlphaTauri has chosen to further tweak their blue and white livery as the colour positioning has changed from the AT03 edition to AT04. They have used the airbox to showcase the Red Bull logo in an unique way with ORLEN getting some of its ‘red’ space too.

AlphaTauri had their launch at The Appel Room of the Lincoln Centre, where they digitally not only unveiled its 2023 F1 livery but also the new fashion collection. The event in fact flagged off the brands’ first key US milestone with the brand entering the new market.

“As we know, Formula 1 has seen a huge increase in popularity due to the likes of Netflix and social media over the last few years,” said team boss Franz Tost. “So, it’s extremely important that we continue to grow in this market, which is why I’m pleased we were able to launch our 2023 livery here today in New York City to show our appreciation to the US audience.

“Likewise, I think it’s great that AlphaTauri could display their new collection at the event, as this year is the first time they’ll sell their clothing here in America.” Meanwhile, AlphaTauri CEO Ahmet Mercan noted: “Entering the US market is another step in our expansion. Our goal is to make AlphaTauri better known and we are convinced that the consistent expansion of our sales network will make an important contribution to this.”

Moving on to the drivers, its ‘now’ experienced campaigner Tsunoda said: “I’ve had a lot of fun this week in New York City and it’s also been great to attend the event here today, it’s such a cool backdrop for both the fashion collection and our new 2023 livery. The classic Scuderia AlphaTauri colours looks great next to the new clothes and I can’t wait to try both out this season.”

At the same time, de Vries added: “I’ve loved attending my first event as a Scuderia AlphaTauri driver, the opportunity to represent the brand at New York Fashion Week has been extremely special for me, and really showed me what the brand is about. The livery looks great, and you can see how the sleek A/W collection has inspired it, so I can’t wait to see it on track.”