The new wheels in F1 in 2022 have allowed McLaren to go for a unique arrangement with Google – but how does the team run with the web giant on its car?
Creative advice, are those who work in Formula 1.
It’s not only in their ability to look at a rulebook and come up with 10 different ways to build a race car on the same regulations, but also in their marketing.
The all-new wheel design for 2022 has allowed the McLaren team to do something a bit unique (for now) with its wheels in F1.
But how did the new design help McLaren keep Google on its wheels in F1?
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New design that channels an icon
By 2022, the wheels and tires used in the F1 have undergone quite major changes – well, the whole car has, but anyway.
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Previously, the wheels themselves were 13 inches in diameter – that is just over a foot or 33cm in diameter.
However, by 2022, they are getting bigger – and now at 18 inches – one and a half feet or 45cm.
Due to the larger wheel design, the teams were allowed to re-adopt wheel covers.
The general idea is that when the awakening of the wheel and tire is disturbed, less turbulence is created – in theory it makes it easier to follow and get closer to the car.
Easier to follow = closer to race = more perseverance = happy drivers and fans.
Wheel covers are not new to F1 – and were most famously seen on the Brawn GP 001, which carried Jenson Button to the 2009 World Cup.
However, say you have a marketing genius as your CEO who introduced brands like Coca-Cola to F1, these wheel covers can be a prime advertising space …
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McLaren F1 Rieder
Zak Brown is such a marketing genius and saw an opportunity, he accepted it.
McLaren this week announced a long-term deal with Google, which sees the web giant also sponsor the McLaren Extreme E effort.
Not only will Google be on the wheel cover in the McLaren MCL36 design, but Android stickers will also be hanging on the side.
For added convenience, drivers Daniel Ricciardo and Lando Norris also have Chrome and Android decals on their races and helmets.
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