Alfa Romeo CEO says smart money is still in Formula 1 despite EV policies

This week, two big announcements rocked the new Alfa Romeo CEO Jean-Philippe Imparato’s Turin, Italy office in about 48 hours.

The news was that Alfa Romeo extended its partnership with the Sauber Formula 1 team. The other was the news that the European Union, as part of a larger climate initiative, was developing laws aimed at phasing out internal combustion engine cars by 2035.

Just another week in the life of a head of a car company – one who happened to sign the contract to keep the company name at the head of a Formula 1 team.

“When I joined the team in early January 2021, my first priority wasn’t this,” Imparato told Autoweek on Friday in a video call from Alfa Romeo headquarters in Turin, Italy. “I said that I wouldn’t make a decision about Formula 1 until Q2.

Jean-Philippe Imparato was named Alfa Romeo’s Brand Chief Executive Officer in January.

Harold CunninghamGetty Images

“While we were working on (the Formula 1 deal), we immediately had inside information from everywhere, the last two days before, about the European guidelines around the possible ICE ban in 2035 and the minus 55 percent (reduction in CO2 emissions) by 2030.

“If it is confirmed that in 2035 you have a potential ban on ICE in the world or in Europe and likely in other regions, including your region (the US), it will all change the way we do ours Doing the job “I’m 55 years old and have been in this sector since 1990. It’s a century of development and technology and everything changes in 10 years. It’s not just about electric vehicles, it’s about connectivity, software, everything.”

Imparato, formerly vice president at Peugeot, said that while electric vehicle production appears to be the inevitable future of automakers – sooner rather than later in many cases – the hybrid roar of Formula 1 is still a smart platform to build a Promote your brand and get the world a message out loud and clear.

While Formula 1 is not an electric vehicle, it does convey a strong message of efficiency. This message reaches the consumer, says Imparato.

“We ask how we can best support our changes and we were quick to say that the best motorsport in the world to support a message of efficiency is Formula One.” said Imparato. “I started with a product plan (for the future) and we came to the conclusion that we wanted to support our new life with something based on efficiency and Formula One was the right answer.”

Antonio Giovinazzi leads Alfa Romeo team-mate Kimi Raikkonen in Belgium.

Dan Istitene – Formula 1Getty Images

That was the sales pitch that Imparato presented to its boss Carlos Tavares, CEO of Stellantis, the parent company of the Alfa Romeo brand.

“The return on investment is what I had to justify when I asked my President Carlos (Tavares) that I need a few million to renew our contract (in Formula 1),” said Imparato. “And you know, Carlos is accurate in terms of ROI.

“Back then it was a second question. Is there a conversion between Formula 1 consciousness and Alfa Romeo? I asked the question. When you get the numbers for Formula 1 in the world, it’s incredible in terms of consciousness. You are known everywhere, everywhere. In terms of return on investment, efficiency and awareness, it made sense to focus on Formula 1 to support my strategy. “

That marketing strategy doesn’t include introducing new Alfa Romeo programs into other major series for now, including IndyCar – a series that is supposedly on Alfa Romeo’s radar as a potential challenge for IndyCar designers Chevrolet and Honda.

“The decision to extend the agreement (in Formula 1) is not an easy one for Alfa Romeo,” said Imparato. “It’s serious because it costs – even if it is reasonable and convergent – it costs a lot. It’s not something that I play with. If I choose Formula 1, I will focus my energies and resources from Alfa Romeo on Formula. ”1. That means I have to choose my investments, at the moment I was just saying Formula 1, just Formula 1, just Formula 1.

“I don’t know if I have other opportunities. I’ll never close the door.”

Show Imparato the money, of course, and he’ll show you a manufacturer ready to smack Alfa Romeo stickers and technology in many other series.

“If you give me the money, my friend, give me all the money and I’ll give you 360 degrees. I take everything – the WEC, Formula 1, the motorcycle, everything – because I love engines. But I have to be sensible. That’s why I’m currently choosing the most efficient discipline that I can think of in motorsport. “

And that’s Formula 1 at the moment.

Former champion Kimi Räikkönen has been driving in Formula 1 since 2001.

Sportswire iconGetty Images

Before we let Imparato get back on the Turin-Silverstone shuttle for the British Formula 1 Grand Prix, we had to inquire about the Alfa Romeo driver situation for 2022. Namely, who will ultimately make the call, whether the team is welcome or not? back current driver Kimi Raikkonen next season. Raikkonen, who will turn 42 in October, may or may not be in Alfa Romeo’s plans for the next season. According to the car boss, this decision rests with Alfa Romeo F1 team boss Frederic Vasseur.

You can leave Imparato out of this discussion.

“I know how to sell cars,” said Imparato. “I know how to run a brand. Frederic knows how to lead a team. We cannot have two bosses in the same kind of decisions. I am humble on this point. There is a man who decides. It is up to Frederic Vassuer to decide in terms of drivers in due course.

“I can have a personal opinion and I can think of so many things, but we want a guy. If you create confusion, it will end in chaos. And we don’t want that. “

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