Formula 1 has evolved far beyond the track, with drivers increasingly taking control of how they are perceived by fans and the media. The former Ferrari star Carlos Sainznow a driver for Williams, offered fascinating insights into the calculated world of F1 driver branding.
“Pilots control their public image”
Sainz highlighted how modern drivers carefully shape their personalities to fit the image they wish to project. The Spaniard explained that while some, like Max Verstappenconcentrate only on their profession, others, like Lando Norrisare taking a more open and accessible approach to connecting with fans.
“As a driver, you can always play with how you are perceived from the outside,” Sainz said. “I'm not saying that Max [Verstappen] is not like that. Lando [Norris] decided to reveal a little more about himself.”
Although Sainz himself did not disclose his personal strategy, he acknowledged the delicate balance required, noting how easy it is for drivers to influence their public perception.
“Pilots are quite capable of manipulating the public image in a certain way,” he added. “One must be careful with such analyses.”
“A new chapter at Williams”
After being replaced by Lewis Hamilton At Ferrari, Sainz is ready to start a new chapter with Williams next season. Although many see this as a step backwards for the Spaniard, Sainz remains determined to prove his worth. His former teammate, Charles Leclercwas among those expressing disappointment at Sainz's departure, highlighting the role of luck in securing a seat on a top team.
“In Formula 1, some things don't really have an explanation,” Leclerc said. “There is also some luck involved in being in the right place at the right time, and Carlos definitely deserves to be on a top team.”
“The Task Ahead at Williams”
Sainz faces a tough challenge with Williams, a team which has struggled in recent years to regularly fight for points. For the 30-year-old, this season is not only about proving that he deserves a car capable of winning, but also about showing his resilience and adaptability in what will likely be a rebuilding year.
If Williams can offer a competitive package, Sainz has the experience and talent to capitalize on it. However, if the team falters, it will be up to Sainz to leave his mark through his performances and leadership.
“The Image vs. Image Debate Performance “
Sainz's comments highlight a broader trend in Formula 1, where drivers are navigating a dual challenge: excelling on the track while building a compelling identity off it. For fans, it's a reminder that every public moment, whether genuine or engineered, is part of a pilot's carefully curated brand.
As Sainz begins his journey with Williams, his ability to perform under pressure while maintaining his positive public image will be in the spotlight—a perfect test of his racing skills and media savvy.
