Scuderia Toro Rosso becomes Scuderia AlphaTauri with stunning new look posted: 15/02/2020
Scuderia AlphaTauri Honda F1 car unveiled with new livery l Over 500 guests and media representatives at launch.
The latest name in Formula 1 renewed the sport's tradition of hosting a live launch presentation on Friday evening as Scuderia AlphaTauri, the racing team named after Red Bull s premium fashion brand, unveiled its new car and innovative teamwear. More than 500 guests and media representatives from around the world were given a first glimpse of the AT01 racing car with its new livery at the Salzburg event - while some 600km away in Milan a replica of the car was simultaneously unveiled on the facade of the prestigious Rinascente fashion store.
Transformation complete. British Formula 1 legend David Coulthard was the host as Scuderia Toro Rosso completed its transformation to Scuderia AlphaTauri at the event held at Hangar-7 in Salzburg. Guests including Formula One Group CEO Chase Carey and Patrick Dempsey were in attendance as the spotlight shone not only on the newly designed F1 car livery but also on driver suits and innovative teamwear.
Franz Tost, Team Principal Scuderia AlphaTauri, said: This launch has been one of the most exciting and entertaining I have ever experienced in Formula 1. There has been a special atmosphere in Hangar-7 in Salzburg and all the elements have come together to launch our team, Scuderia AlphaTauri, and to witness the AlphaTauri fashion collection. It has been a unique event where fashion has met Formula 1, with AlphaTauri's clothing and our new racing car being revealed globally. Our team says a big thank you to all the guests who have joined us to celebrate our new beginning with AlphaTauri. We are very much looking forward to the new season starting in Australia and I'm convinced we're going to have a successful future together.
Chase Carey, Formula One Group CEO said: The new Scuderia AlphaTauri car looks fantastic. It's been really exciting to see it here at the event in Salzburg tonight. It's a truly elegant new look for the team.
Fashion meets Formula 1. 50 models presented AlphaTauri's Spring/Summer 2020 look and gave a sneak peek at the brand's upcoming collections. And just as the new-look car was being unveiled in Austria, guests were able to watch on screen as a replica was being unveiled on the facade of the world-renowned Rinascente fashion store in Milan, just ahead of the start of the Italian style capital's Fashion Week.
Ahmet Mercan, General Manager AlphaTauri, said: The take-over of Rinascente in Milan visually builds the bridge to our engagement in motorsports and AlphaTauri's launch as a premium fashion brand on the Italian market. It represents the first move of AlphaTauri's global expansion.
Milestone for AlphaTauri. Red Bull has been growing its very own premium fashion brand AlphaTauri since 2016. Renaming Scuderia Toro Rosso as Scuderia AlphaTauri marks another important milestone in the company s global rollout strategy.
On the track from 15 February. There was an early end to the evening for the team s drivers, Pierre Gasly (FRA) and Daniil Kvyat (RUS), as they prepared to take the new Scuderia AlphaTauri F1 cars on the track for the first time in a filming session the following day in Misano, Italy.
Official winter testing starts on 19 February at Barcelona s Grand Prix circuit. The new cars will see their first racing action at the traditional season opener in Melbourne on 15 March.
Driver reaction:
Pierre Gasly: I think Scuderia AlphaTauri is a fantastic project, a new adventure. Theres the end of the story of Toro Rosso for sure, which is quite emotional for me because they gave me my first opportunity in Formula 1. But theres a new chapter coming with Scuderia AlphaTauri.
I like fashion as well, so for me its great to be combining a fashion brand with Formula 1. I think its a great adventure that is starting now and Im really excited to get started properly on track and take the brand to another level.
Daniil Kvyat: For us, I think as a team its a great thing. It's exciting and the clothes are great - very easy to travel with. Obviously last year was really competitive for us in terms of team performance, and we will try to do something similar this year. I think we have a very strong baseline and were going to try to do as many of those strong races that we had last year. Were going to try and repeat them more and more often. It should bring us good results like this and I really hope its going to work out.
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
15/05/2026
Join Calrec at MPTS 2026 | May 13-14 | Stand A40 | Olympia, London We're looking forward to meeting up with customers and partners at this year's Media ...
15/05/2026
Against that backdrop, IAB UK has added retail media to its Gold Standard. Jan Pitt, Commercial Director at ABC, spoke with Liv McCullagh, Retail Media Lead at ...
15/05/2026
Further to RT 's statement released yesterday and in the interest of full transparency, with the full permission of Derek Mooney, we are now publishing the ...
14/05/2026
At Spotify, we're focused on making every listening experience feel intentio...
14/05/2026
Spotify recently welcomed songwriters, artists, executives, and music students t...
14/05/2026
New articulations, ostinatos, Motion Scoring Articulation Sets & more
Sonuscore's flagship cinematic string library has just been treated to a significa...
14/05/2026
World-class studio opens on T rkiye's Aegean coast
P r Recording & Residence have announced their official opening, introducing a new world-class reside...
14/05/2026
Now supports channel layouts up to 9.1.6
Nugen Audio have just released an update for their AI-powered dialogue intelligibility and compliance tool. Set to ...
14/05/2026
New recordings & one-key chord tool
UVI have just announced the release of Orchestral Suite 2, a ground-up redesign of their all-in-one symphonic orchestra ...
14/05/2026
Two new arrivals & expanded factory content
Rob Papen's all-encompassing plug-in and virtual instrument collection has just been treated to another upda...
14/05/2026
Embed QR codes into DAW sessions
FSK Audio's latest plug-in doesn't process audio, but serves as an organisational tool that allows QR codes to be e...
14/05/2026
Rohde & Schwarz transforms spectrum complexity into situational awareness and ef...
14/05/2026
Rohde & Schwarz and Quantum Systems join forces to redefine EW and C-UAS-enabled...
14/05/2026
Rohde & Schwarz showcases STANAG aligned ARDRONIS Counter UAS capability at NATO...
14/05/2026
Code of Silence has won the BAFTA for Best Drama Series at Sunday night's ceremony at the Royal Festival Hall.
The series, starring Rose Ayling-Ellis and w...
14/05/2026
Vivid Broadcast was embracing remote production long before it became the industry norm. Now, with Calrec's True Control 2.0-enabled Argo M and Type R conso...
14/05/2026
Comscore Reports First Quarter 2026 ResultsRESTON, Va., May 14, 2026 Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting and evaluating...
14/05/2026
RT is today publishing the earnings of its top 10 highest-earning presenters for 2025, ahead of the publication of RT 's Annual Report 2025 later this year...
14/05/2026
What can I watch on UKTV and stream on U this week?
This week on UKTV and the free streaming service U, viewers can watch a range of new and returning programm...
14/05/2026
The high-stakes chase thriller from Oscar- and BAFTA-nominated writer Matt Charm...
14/05/2026
Back From The Brink airs Sunday 17 May and Sunday 24 May at 6.30pm on RT One an...
13/05/2026
13 May 2026
VEON Delivers Strong Start to 2026 1Q26: Revenue 17.0%, EBITDA 17...
13/05/2026
Thousands of props donated from Skys longest-running original seriesWednesday 13 May 2026
How a neon windmill from A League of Their Own ended up in a dogs'...
13/05/2026
SAN JOSE, Calif. - May 13, 2026 - Harmonic (NASDAQ: HLIT) today announced that I...
13/05/2026
A definitive portrait of one of Ireland's most influential musicians
New TV documentary airs Monday 18 May on RT One and RT Player at 9.35pm
Watch the...
12/05/2026
Spotify is where fans and artists come together, turning discovery into somethin...
12/05/2026
Features patented Marco-MMC clocking technology
Black Lion Audio's latest release combines the company's expertise in clocking with their renowned p...
12/05/2026
New Track Panel, sequencer upgrades & more
Following their recent public beta release, Reason Studios have announced the full release of Reason 14. With the...
12/05/2026
Rohde & Schwarz presents its advanced solutions for power electronics testing at...
12/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, has developed a modified fund raising p...
12/05/2026
FOX Announces Schedule for 2026-27 Season FOX'S POWERFUL NEW SERIES PIPELINE FUELS A BREAKOUT SEASON WITH RETURNING HITS AND BOLD NEW STORYTELLING ACROSS ...
12/05/2026
Customer demand for data continues to grow in the first quarter of 2026 at Magya...
12/05/2026
The latest drama underscores Sky's continued investment in regional production and Welsh creative talent.Tuesday 12 May 2026
Wales takes the spotlight in S...
11/05/2026
As Eurovision fans gear up to celebrate the 70th anniversary of the iconic song ...
11/05/2026
Pela primeira vez na hist ria, o Brasil figura entre os oito maiores mercados de...
11/05/2026
New desktop instrument focused on tactile performance
Bastl Instruments have announced the Kalimba, a new desktop instrument that combines physical modellin...
11/05/2026
Compact sampling workstation gains new features
1010music have announced the blackbox 2, a new version of their compact standalone sampler designed for DAWl...
11/05/2026
Performance-focused sequencer with microtonal control
Berlin-based KOMA Elektronik have announced Monoplex, a new 42HP Eurorack sequencer designed for hands...
11/05/2026
Boasts wireless control from mobile devices
The latest iteration of IK Multimedia's compact amp and effects modelling pedal expands on the capabilities ...
11/05/2026
Spans traditional orchestral and experimental sounds
Sonora Cinematic have recently released the third instalment in their Transfigured Orchestra series, de...
11/05/2026
Our exhibition coverage
Watch all our SUPERBOOTH 2026 video coverage in one place. Check back to this page regularly as we will be updating with more video ...
11/05/2026
aconnic AG (ISIN: DE000A0LBKW6), Munich, is participating in the Equity Forum Ge...
11/05/2026
Bounteous Acquires Cartesian to Accelerate Enterprise AI
May 11, 2026
Business Assurance
News
Acquisition enhances deep data and analytics capabil...
11/05/2026
11 May 2026
VEON Shareholders Re-elect Board and Chairman, Reaffirming Confiden...
11/05/2026
Fox Corporation Reports Third Quarter Fiscal 2026 Financial Results NEW YORK, NY, May 11, 2026 - Fox Corporation (Nasdaq: FOXA, FOX; FOX or the Company ) t...
Scuderia Toro Rosso becomes Scuderia AlphaTauri with stunning new look posted: 15/02/2020 
