Mercedes-Benz / AMG’s Project One brings F1 to the street

F1 Power-train for the Street? That’s a first.

  • New F1 winning hybrid technology in a road car is a first.
  • So far, Ferrari says it will not do so.

“In my opinion . . .”

For years, Mercedes-Benz’s street-legal CKL GTR race car from the late 1990’s has been my favorite road-going monster, but this CGI teaser of their upcoming Project One looks otherworldly.

They used to say, “Win on Sunday, sell on Monday.” Is that old adage still true? I think it’s alive and well … well, at least for a certain few well-heeled AMG / Petronas Formula 1 fans. F1 may not be as popular in the US as it is in the rest of the world, but that old saying about motorsports marketing will hold true for Mercedes-Benz / AMG if they pull this off. (As you probably know, MBZ is leading the 2017 Formula One Constructor Standings and won the title outright in 2016, 2015 and 2014.)

Also, as you likely know, these days F1 power comes from both an internal combustion engine and a hybrid Energy Recovery System. This “KERS” or “ERS” technology is the basis of the MBZ / AMG Project One claim that this is the first hypercar in the world to use true F1 hybrid drive technology for the street. That claim is a real in-your-face to Ferrari since anyone in marcom knows that being first-in-the-mind is highly beneficial for sales and marketing claims.

Mercedes-Benz saying that its Project One street-legal hypercar uses true F1 hybrid engine technology is fantastic news since many people today wonder how, or even if, F1’s advanced technology benefits road-going cars in any way, shape, or form. Apparently, the question has been answered, much to the chagrin of Ferrari (#2 in F1 Constructors Standings for the last couple of years) that recently stated that the company has no intention to adapt its “current” F1 hybrid engine for use in a road car. Hmmmm. We’ll see how long that statement lasts because if MBZ’s Project One is a success, Ferrari may reciprocate with its soon-to-be-revealed next generation of hypercar.

Image credit: Mercedes-Benz


Let us help you maximize the dollar value of your marketing efforts.

Copyright © 2016 Auto World Marketing.