Why has Renault returned to F1 as a constructor?Cyril Abiteboul, Renault Sport Racing Managing Director: The reasons are threefold. The first is based on a solid business strategy. As an engine supplier our brand visibility was marginal, but it was acceptable when the cost of the technology was contained. With the dual problem of the increased expenditure of the V6 regulations and the level of competition that raised dramatically, it was not the case anymore. As a team, we can achieve improved returns in all areas, such as brand awareness in traditional markets and new media platforms. This leads to the second reason: to use F1 to grow the Renault Sport brand in particular thanks to a...
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