Formerly known as Toro Rosso, the organisation was rebranded in honour of Red Bull-owned clothing company AlphaTauri in 2020, but with that deal set to end, it has been searching for a new name for a complete relaunch in 2024.
Rather than be committed to the branding of a sponsor as is currently the case the team wants to return to having a generic name along the lines of Toro Rosso, with Racing Bulls one option that has been rumoured.
Over the Las Vegas GP weekend team CEO Peter Bayer and his Faenza colleagues finalised plans for how to also incorporate the names of two new US-based sponsors into the official team title, and how and when the new look will be launched, with the publication of the official FIA entry list early next month a key deadline.
“The identity will be generic,” Bayer told Autosport. “The identity is what Toro Rosso would have been, and it’s moving closer to the Red Bull family again. But then it will appear with the naming rights partners.
"We will change the company name, we will change identity, logo, everything, a complete relaunch, complete rebrand.
"The name of the team, the identity, has been decided by the shareholders. And I need to carry it with me without being able to share, which is very difficult!”
Bayer said that the team’s profile in the United States, clearly helped by the presence of Drive to Survive star Daniel Ricciardo, has played an important role in attracting new backing.
Source: Autosport