The Death of the Iconic Racing Livery, And What Teams Must Change to Revive It

Relevant links for this episode:

• The Death of the Iconic Racing Livery, and What Teams Must Change to Revive It
• Lancia, Legend of Rally documentary
• Chinese EVs Vs. Europe Strategy Hub
• Ron Dennis Is the Steve Jobs of Formula 1, Here Is His Commercial Playbook
• Racing's Second Revolution - Part 1: Why Motorsport Teams Must Move Beyond Sponsorship
• Racing's Second Revolution - Part 2: The NFL Films Playbook For Turning Motorsport Races Into Legends
• From Tobacco to Crypto: The Search For the Next Lucrative Motorsport Vice Sponsor
• Motorsport Merch Is Lazy, and It's Costing Teams Millions
• Return On Racing newsletter sign up form

Why did Lancia's Alitalia and Martini liveries feel like culture, while today’s racing cars look like rolling PowerPoint slides? 

In this episode of Return On Racing, we break down what made iconic racing liveries work and why modern sponsorship models almost guarantee visual clutter.

We look at how the shift from a few deep “identity partners” to a long tail of logo buyers has changed the way cars, overalls, and garages are designed. 

We'll also unpack the role of brand guidelines and abstract sponsors like banks and tech firms, and explain why fans instinctively feel they’re being sold to rather than invited into a world.

Most importantly, we'll outline what teams could actually do to bring the magic back. 

Contact the show: contact@vaucheranalytics.com

#MotorsportBusiness #RacingLivery #F1Sponsorship #Lancia #Formula1 #WRC #WEC #IndyCar #MotorsportMarketing #BrandStrategy #MotorsportSponsorship #ChineseEVs #business #strategy #motorsport #VaucherAnalytics

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To contact Return On Racing, please send an email to contact@vaucheranalytics.com