F1Zone

Jukka Mildh: The driver-rumba
23.9.2010

The battle for the titles in F1 is getting more intense this weekend. The focus will be on five candidates but at the same time the movements on the driver markets are getting at least as much interest.

Helmut Marko who has a lot of influence in Red Bull's driver-matters evaluated Kimi's value from the marketing point of view. Since when has ex team managers and track-racing experts in drink companies taken part in marketing? It sounds like a very interesting combination especially since when talking about Kimi we talk about rally in particular, which is a completely different project for Red Bull than F1 is.

This might be the reason. Red Bull's investment in Kimi in rally has been quite significant when thinking of the genre's price level. If the amounts of sums are more inclined to F1's rather than WRC's price level then I understand that they haven't got their money's worth. With Kimi Red Bull grabbed a brilliant opportunity but frankly speaking it sounds like pure amateurish thinking that one could get out nearly as much PR-value from rally than from F1. It just isn't possible in any other way than the sponsor's massive actions to gain from it. Rally doesn't bring that so called 'free media' nearly as much as F1 does.

Helmut Marko is known as a difficult man who enjoys power. He has a long career as a team manager from lower formula-series. He is also a one of a kind - and stubborn - master in the political game. Now that Red Bull is really fighting for the titles I'm sure that Marko is securing that the resources should be put in the right place in the future too.

Kimi's PR-value was emptied already in the beginning of the rally season. Now it looks like some people wouldn't even want to give him a chance to try and succeed. Despite the fact that everybody knew - Citroen and Red Bull and Kimi himself - that the road ahead is going to be long.

I hope that Red Bull's PR-department finds a creative solution to utilize on Kimi in the future too, at least until his real chances to succeed in rally become clear.

In Finland DNA has taken care that Kimi's image has strongly changed into a more sympathetic and approachable direction. It's a good indication of how you can do miracles to a sportsman's image with a professionally carried out marketing that has the right kind of aggressiveness.

A sponsor can with an efficient campaign get the value and attraction of a driver to increase even though races wouldn't go the best possible way. A sponsor can also mold their mannequin's image into the direction they want. I believe that this is one of the reasons why the rights to Kimi as a person were given with a reasonable sum to such a big campaign that DNA has done in Finland.

From the viewpoint of marketing when it comes to Kimi and the rally world the thing is that Red Bull already has the two brightest stars in their hands; the Sebastians Loeb and Ogier.

***

I cannot resist pondering over the setting Kimi and F1. Manager Steve Robertson admitted he had contacted Renault. That is a sign of him also having discussions with other teams. Partly through his own contacting but also because the teams have requested.

Since Kimi's future is clouded even for the F1-bosses they want to update the situation and Kimi is a good tool to keep the markets awake.

As a driver Kimi is completely ready to return to F1 with a better success than Michael Schumacher has. Team managers pondering about their drivers and and managers selling their drivers are aware of this.

We know Norbert Haug visited Kimi some time ago. The Merc-boss told that it was just a meeting of two old friends. I don't belive him. Haug never does anything without an agenda. He went there to find out the real situation with Kimi himself and his career-plans. Although they swear in Schumacher's name in Merc they always have to have a plan B.

Looking back in the history Kimi's relationships with Merc's bosses were clearly more warmer than with McLaren's management. The co-operation with Merc would definitely succeed but not with McLaren.

They talk openly in Renault about Kimi's manager contacting them. To bring out in the public a conversation like this is extremely unusual. You never tell about looking for a job or hirings in the business world. That's why I believe that Renault's management is using the situation to their advantage mostly for marketing and negotiations.

The setting Steve Robertson and Kimi – manager and driver - is of the kind that Steve would not have called Renault without Kimi's permission, or better yet, without Kimi telling him to do so.

In the end it still seems to be a question about Kimi still not knowing what he really wants to do.

***

Singapore GP gets it's own flavor now that Nick Heidfeld is returning to BMW Sauber.

First Heidfeld's career seemed to end after BMW withdrew from F1 last season. Then he got a job from Mercedes GP. Now he returns to race for Sauber.

Heidfeld's fortune was that BMW hasn't been active and doesn't supply engines to Sauber. If that would be the case then Norbert Haug would never had accepted the switch. Just because of the principle.

The comeback to races is a great thing for Heidfeld. He has more to give to the sport than Pedro de la Rosa has. Pedro is a great and brilliant guy but his job as a test driver took too long for his career in races to continue successfully.

I'm sure that the long break in racing is not the only reason de la Rosa is leaving. After Peter Sauber took charge the settings in the team have changed. They have gone back to the old times. I have worked very closely with Peter Sauber and I respect his long career as a team manager but the Swiss is really not one of the easiest people on the paddock. As a team Sauber is in crisis and at the same time in a new beginning so the nerves must be strained. It's always easy to critisize the drivers and now the situation culminated in de la Rosa.

***

When talking about Sauber, some memories are in order.

They say that the managers are very perceptive in finding talented drivers. But the drivers themself, they are really skillfull in that.

Nico Rosberg said to me a couple of years ago that if he would be a manager, he would want to take one driver under his wings. Of course I was curious to know which driver he was talking about since young drivers and their future is always in our minds.

Nico justified his "choice" very clearly and named Esteban Gutierrez as the definite future star. I met Gutierrez a couple of times on the paddock. He has a sympathetic being but his extremely determined look in the eyes assured me too. I followed the Mexican's moves very closely after that.

Back then Gutierrez still raced in the Formula BMW-serie. Now he has already been crowned as the first of all times GP3-champion. And they have thought of having him as Sauber's test- and sparedriver next season.

Peter Sauber not only sees a talented driver in Gutierrez, he also sees a very valuable merchandise. Just like he did with Kimi Räikkönen back in the times.

But Nico has talents too. He still has a long driving career ahead of him but if his eye for talents stays as sharp in the future, then he doesn't even have to think about what to do after his career ends.

rko281 wrote:

luieluv wrote:hmm.. now this is the key as to whether heikki and trulli would be retained as the drivers for 2011 or will one of them make a way for petrov?

Petrov's next year seat is in no way related to Kimi. Forget about all the press releases that Renault had for the last 2 weeks (milking all the possible opportunities).
Even if Trulli retires (about time in my opinion) and Petrov goes there, Kimi won't end up in the Renault seat.

luieluv wrote:

rko281 wrote:

luieluv wrote:hmm.. now this is the key as to whether heikki and trulli would be retained as the drivers for 2011 or will one of them make a way for petrov?

Petrov's next year seat is in no way related to Kimi. Forget about all the press releases that Renault had for the last 2 weeks (milking all the possible opportunities).
Even if Trulli retires (about time in my opinion) and Petrov goes there, Kimi won't end up in the Renault seat.

I rather dont want him to end up in any of the F1 seat.

Wolfie wrote:

luieluv wrote:

rko281 wrote:

luieluv wrote:hmm.. now this is the key as to whether heikki and trulli would be retained as the drivers for 2011 or will one of them make a way for petrov?

Petrov's next year seat is in no way related to Kimi. Forget about all the press releases that Renault had for the last 2 weeks (milking all the possible opportunities).
Even if Trulli retires (about time in my opinion) and Petrov goes there, Kimi won't end up in the Renault seat.

I rather dont want him to end up in any of the F1 seat.

What about Massa-Kimi in Hispania then, Luie

luieluv wrote:Translation help please :
http://www.mtv3.fi/urheilu/f1/uutiset.s ... 09/1192088

– Heikki Kovalainen's and Kimi Räikkönen's situation is a really big subject here for the international press. Lotus has an announcement on Friday and one would imagine that it would be about announcing next season's drivers.

– It's probably that Heikki will continue in Lotus. Despite other talks, Saari said.

What is the situation around Kimi then?

– There are no new twists in that matter and there hardly will be any until there's some real facts about the situation. Yet the connection between Kimi and Renault is more than just a rumour. One should remember that both parties have admitted having negotiations, Saari said.

Wolfie wrote:

luieluv wrote:Translation help please :
http://www.mtv3.fi/urheilu/f1/uutiset.s ... 09/1192088

Here's the Kimi-part:

– Heikki Kovalainen's and Kimi Räikkönen's situation is a really big subject here for the international press. Lotus has an announcement on Friday and one would imagine that it would be about announcing next season's drivers.

– It's probably that Heikki will continue in Lotus. Despite other talks, Saari said.

What is the situation around Kimi then?

– There are no new twists in that matter and there hardly will be any until there's some real facts about the situation. Yet the connection between Kimi and Renault is more than just a rumour. One should remember that both parties have admitted having negotiations, Saari said.

arale wrote:No idea whether it's reliable, but if it is, here we go again...

hmm... Boullier wants to have a private talk with Kimi in Singapore.

http://www.confidential-renault.fr/Eric ... ecc14ef5b4

Maybe it is Boullier who spends SGD 45,000 ($35,000) to talk with Kimi for 1 hour in Singapore.

sleenster wrote:I put this post in the wrong thread, it should have been in the speculation thread, not the Monster thread:

arale wrote:No idea whether it's reliable, but if it is, here we go again...

hmm... Boullier wants to have a private talk with Kimi in Singapore.

http://www.confidential-renault.fr/Eric ... ecc14ef5b4

Maybe it is Boullier who spends SGD 45,000 ($35,000) to talk with Kimi for 1 hour in Singapore.

Original article here:
http://motorsport.nextgen-auto.com/Boul ... konen.html

I think what Boullier is saying is that IF he decides to have negotiations with Kimi's management, he wants to have a face-to-face talk with Kimi first to judge his interest. I don't think they are planning on sitting down and talking yet though.

French translation help would be greatly appreciated too!

sammyosammy wrote: I think You just wrote the core of the article..!

sleenster wrote:

sammyosammy wrote: I think You just wrote the core of the article..!

But I don't speak French though.....

sleenster wrote:
French translation help would be greatly appreciated too!

iceman1 wrote:

sleenster wrote:
French translation help would be greatly appreciated too!

Announced over a week, Kimi Raikkonen's coming is far from guaranteed. And for good reason, no negotiations have been initiated yet. Eric Boullier, Team Manager of the diamond, however, sees this possibility, but he wants to have a head-to-head (?) with Kimi Raikkonen.

"If tomorrow we decide to start discussions with Kimi Raikkonen, I already told his management: I first interviewed him face to face," said French in the paddock of Singapore, relayed by Nextgen-Auto.com. "I need to feel he has the same desire as us."

'I have the same requirement with everyone in the team I want people to engage fully. All, editor of the gearbox to the pilot. We're here to win, and nothing else. Those who do not keep pace will draw on their own conclusions, "said Eric Boullier.

For now, Vitaly Petrov remains the priority of the Renault F1 Team for 2011. The Russian still has a bit of time to show he deserves to keep his place. Singapore will also not be his last chance for the native of Vyborg, according to our information.