Over the years, Formula 1 has delivered spectacular and original car launches. From musical performances to stunning stage reveals, some events have made history—here are five of the most memorable presentations ever.
At 9 PM Italian time yesterday, a unique event at London’s O2 Arena unveiled all 10 liveries for the 2025 season. However, if you think the “F1 75 Live” show was the most original ever seen in Formula 1, you’d be mistaken. Here are five car launches that made history.
McLaren and Spice Girls
At the dawn of the 1997 season, the reigning Constructors’ Champions, McLaren, unveiled their car at Alexandra Palace in London. The launch of the MP4/12, the first McLaren not to feature Marlboro branding since 1974, starred Jamiroquai and the Spice Girls—the girl band of the moment—including Geri Halliwell, now the wife of Red Bull team principal Christian Horner.
BAR 1999: two liveries at once
Why unveil just one livery like everyone else? For the 1999 season, BAR (British American Racing—now known as Mercedes after several name changes) had signed deals with two sponsors: Lucky Strike and State Express 555, two cigarette brands produced by BAT (British American Tobacco).
Wanting to give equal visibility to both sponsors, BAR designed two distinct liveries: a white and red one featuring Lucky Strike and a blue and yellow one for 555. However, the FIA didn’t approve of this approach, as regulations required both cars from the same team to have identical liveries. So, what did BAR come up with? A unique “zipper” design that merged the two liveries into one.
Briatore’s masterstroke: unveiling the livery with a statue
In 2000, Flavio Briatore’s Benetton unveiled the new B200 at the Museu Nacional d’Art de Catalunya. The car was hidden inside a sarcophagus featuring a sculpted Formula 1 shape. Thanks to an electromechanical hinge, the cover rotated, revealing the car like a resurrecting mummy. As if that weren’t enough, the spectacle was enhanced by stunning pyrotechnic effects.
Why not use an airplane?
When it comes to spectacular car launches, the 2002 Jordan cannot be left out of the list. The team’s new sponsor for the season, DHL, led to one of the most iconic presentations ever, held in a Brussels airport hangar. Since the transport company owns its own planes, why not unload the new car directly from an Airbus? And so they did.
The McLaren in pieces
Let’s start and end with McLaren. For the 2011 MP4-26 launch at Potsdamer Platz (Berlin), the Woking team presented the car still unassembled. The mechanics brought the car without the nose, sidepods, engine cover, or wheels, and the audience was able to watch the car being built live into its final form.
Photo: F1.com