Twenty years ago, Red Bull made its comeback in Formula 1. The team was a sensation on the grid. Much has changed since then, but Christian Horner remains at the helm. A column about a team boss under fire, Max Verstappen, mismanagement, and shifting sands…
In less than a month, when the lights go out on the Albert Park circuit in Melbourne, it will be twenty years since Red Bull Racing made its debut on the F1 grid. You may remember it, with David Coulthard and Christian Klien behind the wheel. Both scored points right away, finishing fourth and seventh respectively.
At the time, Red Bull was a sensation in the paddock. Just as Dietrich Mateschitz, the co-founder of the Austrian energy drink manufacturer who passed away in 2022, had envisioned. Red Bull wanted to disrupt the status quo, to shake things up. Primarily by doing everything differently. Bold and brave, exciting and refreshing, that’s what Red Bull was meant to stand for. Having fun off the track, working hard, making headlines and being successful on the track.
Golden Formula
After an initial period, it proved to be a golden formula. The tally now stands at fourteen world titles: eight drivers’ titles and six constructors’ titles, thanks largely to Sebastian Vettel and Max Verstappen. Not a bad score.
However, as of 2025, Red Bull’s tough, buccaneering image in Formula 1 is no more. The team is now part of the establishment itself. Horner was the youngest team boss in history in 2005, this year he is the longest-serving. In the intervening period, he has built his own kingdom. But the empire is shaky. He tries desperately and artificially to keep things afloat, but it slips through his fingers like shifting sands, and the new policymakers in Austria let it happen.
PR Disaster of the First Order
Last season was single-handedly saved by Max Verstappen. Nevertheless, 2024 will go down in the books for Red Bull as a PR disaster of the first order.
Consider this: allegations of inappropriate behavior by a female employee against Horner, internal power struggles behind the scenes, dissatisfied sponsors, the feud between Horner and Verstappen senior, the impending dismissal of Helmut Marko that was withdrawn at the last minute, the underperformance of Verstappen’s teammate Sergio Pérez, the homophobic remarks of Pérez’s father, and finally the exodus of key pillars of the team, such as Sporting Director Jonathan Wheatley, aerodynamics expert Dan Fallows, and of course, master designer Adrian Newey.
And then there’s the tug-of-war over Max Verstappen. Mercedes is keen, Aston Martin is possibly even keener, given the rumors of a 1.2 billion euro offer. Whether these rumors are true or not, what would remain of Red Bull if Verstappen were to actually leave? Indeed, not much. In fact, Max Verstappen is the only one within the team who still embodies the original ambitions and in that sense fits with the Red Bull brand and its core values. Bold and brave, exciting and refreshing. And successful, let’s not forget. In other words, Max Verstappen is the only culture keeper within the team.
Wounded Prey
Indeed, how things can change. In twenty years, from a flashy newcomer to wounded prey, which will also see engine supplier Honda leave for Aston Martin after the upcoming season and will have to provide its own engines. A sporting collapse? It could well happen. Red Bull may give you wings, but in recent years only with Verstappen behind the wheel.
Last Tuesday, during F1 75 Live, the launch event of FOM in London, Christian Horner was heavily booed. A sign of the times. I recently read on formule1.nl a statement from the Brit that he had not considered resigning at any point last year. Perhaps he should have taken the initiative. After all, it’s better to be ahead of some things. How does Max view his sporting future? I think I know the answer…
