Mercedes F1 embarks on a pivotal journey, with Bradley Lord shaping its resurgence ahead of 2026’s regulation shift and fresh competitive opportunities.
Can Mercedes F1 return to victory before 2026? For team principal Toto Wolff, nothing is less certain. Instead, 2026 could present a better opportunity.
Bradley Lord, Toto Wolff’s right-hand man and Mercedes F1’s communications director, appears to be in more of a hurry. As he told Planet F1, the goal remains to bring the team back to the top of the competition without waiting for the new regulations.
There is, in fact, a brilliant story to be written: Mercedes F1’s return to victory, led by a new generation featuring George Russell and Andrea Kimi Antonelli.
“The goal right now is to maximize what lies ahead and, hopefully, to be part of the journey that sees the team return to success next year, while also playing a role in the new chapter that will begin with George [Russell] and Kimi [Antonelli].”
“This is a huge source of excitement for all of us. I’ve been with the team since the start of our relationship with George in 2017, and my connection with Kimi also began that same year, in 2017.”
“It’s really exciting to head into next year with this fully homegrown lineup and to start seeing how they will perform and deliver results.”
Mercedes F1 has not won the constructors’ championship since 2021—time is starting to feel very long.
“We have experienced an incredibly enjoyable period of success, but also some truly difficult and painful moments over the years.”
“Obviously, what immediately comes to mind is Abu Dhabi [2021], but there have been others along the way as well.”
2026: A Sporting and Environmental Turning Point
From a sporting perspective, 2026 could represent Mercedes F1’s best opportunity to return to the top, with a complete overhaul of technical, engine, and chassis regulations.
From a marketing and media narrative standpoint, 2026 is also a key moment for Mercedes F1, as Formula 1’s green transition continues—and Bradley Lord is determined to leverage it in the media.
“I’m fortunate to work with a brilliant sustainability team and a wide range of our partners, drawing on their expertise to begin finding solutions to some of the challenges the sport as a whole is facing.”
“We have set ourselves the goal of being pioneers and leading this transition within the F1 community.”
“I think we and McLaren are probably the two most active teams in this area, and it’s a space with a lot of creativity, particularly when it comes to recruitment and the young talents joining the organization. It’s an increasingly important topic for our team members.”
“When we look at the balance we achieve with the new power unit—between the internal combustion engine, which ensures the sport’s noise, spectacle, and speed; the electrical component, which reflects the evolution of the automotive industry and personal mobility; and finally, the advanced sustainable fuel, which is relevant not only for the automotive transition but also for aviation, shipping, and long-haul freight—we have, in this 2026 package, elements that cover multiple solutions we will see shaping the world of tomorrow.”
“It’s a truly exciting outlook—starting in 2026, we will enter an era where we can confidently advocate for what we are developing in the sport and the impact it will have on the world at large.”
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Bradley Lord’s Vision: Mercedes F1 Eyes 2026 Revival Bradley Lord’s Vision: Mercedes F1 Eyes 2026 Revival
