Bourdais’s future tied to Red Bull marketing?

Even though the French driver claims that he did not arrive in Formula 1 by chance and through Red Bull’s marketing efforts, many recent events have significantly threatened his place among the 20 drivers next year, particularly financial and business issues!

In an interview published a few days ago in a men’s magazine in France, the four-time Champcar champion and Toro Rosso driver in 2008 claims to have earned his place in the Red Bull clan, not because of his nationality, but due to his performances.

The fact that the energy drink Red Bull was legalized in France the same year Bourdais was chosen as a Toro Rosso driver (a team now 100% Red Bull) could have raised some doubts. But according to Bourdais, being French was simply an advantage like any other:

« My contract was signed in 2006 when I did my first tests with them [Red Bull]. After that, they would take the options or not. But I am very happy because it allows me to be a bit more legitimate in the Red Bull family. It wasn’t very positive that I was from a country where the drink wasn’t allowed! »

Bourdais is part of a group of five drivers competing to secure one of the two available spots in the Toro Rosso team. The undeniable asset, revealed last week, is money (or the introduction of new sponsors to the team). Bourdais is thus at a disadvantage compared to the Japanese driver Takuma Sato or the Swiss driver Buemi. Nonetheless, this argument is just one among many against the driver from Le Mans…

The biggest change is undoubtedly the French Grand Prix. There won’t be one for the next two seasons. Toro Rosso and indirectly Red Bull may then wonder about the point of having a driver from a country that doesn’t like F1… and unfortunately, this question is legitimate, especially since Red Bull’s beverage is now well established in France.

Another fact to consider in recent days: the acquisition of Toro Rosso by Red Bull, which now owns 100% of the team’s shares, with Gerhard Berger having sold the 50% he held to Mateschitz. This decision should allow Franz Tost, the head of Red Bull Racing, to make a solo decision on next year’s driver lineup, and avoid disagreements with the Toro Rosso management. Unfortunately, Red Bull’s marketing strategy does not seem favorable to Bourdais at the moment…

To end on a more positive note, statistically, Bourdais has a better chance of securing a spot in F1 next year than Sato or Buemi. He has the experience, talent, and greater motivation now compared to 2008. Bourdais is also one of the most well-liked drivers globally and has even convinced viewers, as a survey on an English website ranked him as the 7th best F1 driver in 2008.

Important elements when one realizes the significant changes in Formula 1 in 2009 and the importance of stability in the driver lineup. Will they be sufficient arguments to face the Red Bull business?

Answer on December 15th…