Scuderia AlphaTauri launched their new look livery for 2023 at the New York fashion week event in the early hours of February 11.
AlphaTauri took to The Big Apple to unveil the AT04 for the upcoming F1 season at the Lincoln Center where they showed of their impressive new livery alongside their 2023 Autumn/Winter collection at the fashion event.
The teams car launch in the city follows on from the launch of their sister team Oracle Red Bull Racing’s new challenger eight days earlier in New York.
The team had an action packed week in the states leading up to the anticipated reveal of their new car with both Yuki Tsunoda and Nyck de Vries doing various activities which included visiting MLS side Red Bull New York Bulls, watching the Brooklyn Nets court side at the Barclays Center and shopping at the P448 store ahead of the event.
AlphaTauri’s launch saw key stakeholders in fashion and motorsport in attendance to capture their new livery for 2023. Fans around the world got to see the AT04 in a short trailer that showed both drivers alongside the car, with their new A/W collection behind them in the backdrop of Central Park.
The 2023 livery has some slight changes to it from 2022 which includes certain parts of the AT04 featuring red on it which match to the team’s new Principal Partner PKN ORLEN.
AlphaTauri Team Principal Franz Tost, gave his thoughts on the launch of their new livery and the importance of hosting the event in the United States.
“As we know, Formula 1 has seen a huge increase in popularity due to the likes of Netflix and social media over the last few years. So, it’s extremely important that we continue to grow in this market, which is why I’m pleased we were able to launch our 2023 livery here today in New York City to show our appreciation to the US audience.”
“Likewise, I think it’s great that AlphaTauri could display their new collection at the event, as this year is the first time thev’ll sell their clothing here in America.”
Tsunoda and de Vries also commented on the new livery at the event and spoke about the past week for them in New York.
Tsunoda: “I’ve had a lot of fun this week in New York City and it’s also been great to attend the event here today, it’s such a cool backdrop for both the fashion collection and our new 2023 livery. The classic Scuderia Alpha Tauri colours look great next to the new clothes and I can’t wait to try both out this season!”
de Vries: “I’ve loved attending my first event as a Scuderia Alpha Tauri driver, the opportunity to represent the brand at New York Fashion Week has been extremely special for me, and really showed me what the brand is about. The livery looks great, and you can see how the sleek A/W collection has inspired it, so I can’t wait to see it on track.”
AlphaTauri CEO Ahmet Mercan, spoke about the importance of entering the US market and how this will make them a better known brand around the world.
“Entering the US market is another step in our expansion. Our goal is to make AlphaTauri better known and we are convinced that the consistent expansion of our sales network will make an important contribution to this.”
