Renault believes that the brand isn’t credited enough for its successes at Formula 1, according to chief Carlos Tavares. In the last three years, Renault has backed Red Bull and Sebastien Vettel to achieve three world championships. Tavares said that the company is “frustrated” at not getting plenty of recognition for outperforming Ferrari and Mercedes, according to Autocar.
He believes that the company deserves more but then, he believes that the company takes part of the blame. He mentioned that some of the problem involves its global marketing team. He said that it has become apparent that they have to make a “bigger buzz” about the fact that they are “world champions” and that this is why they can sell engines to the teams.
Tavares mentioned the change to V6 1.6-litre turbocharged engines in 2014 as a major moment in which Renault has to take advantage of its latest successes. He said that the revisions in the rule mean that it’s now more of a competition among engine suppliers and so this will be the way for it to make a comeback.
In addition, he said that the branding agreement that alliance partner Infiniti has with Red Bull reduced how Renault benefited from driving the team to be successful.
He also said that it may take advantage of its closer association with current partners Williams, Lotus and Caterham by getting more publicity. Tavares said that the relationship with all of its teams is “warm, emotional even.” He explained that Renault holds the highest respect for Frank Williams for the race championships as well as for his “humility and personality.”