The Formula 1 season traditionally kicks off not only with tests and the first races, but also with spectacular shows as teams unveil their new cars. In recent decades, these presentations have developed into a unique genre, where creativity and flair sometimes eclipse the technical innovations themselves. Every year, fans and experts alike anticipate which team will pull off the most jaw-dropping reveal, and sometimes the spectacle far exceeds expectations.
There have been moments in Formula 1 history when car presentations turned into true cultural events. Music, lights, surprise guests, and even aviation—teams used every trick in the book to get people talking before the first Grand Prix even began. Some of these shows are still discussed in the paddock and beyond, with their photos circulating around the globe.
Music and speed
In 1997, the British team McLaren decided to blend two worlds—motorsport and pop culture. For the launch of their new MP4-12 car in London, they invited the Spice Girls, then global superstars. On stage, drivers Mika Hakkinen and David Coulthard appeared visibly out of their element next to the five vibrant singers who set the tone for the entire event. The occasion instantly became legendary, and images from that night still appear in roundups of Formula 1’s most glamorous moments.
This move not only drew attention to McLaren’s new car, but also helped reach a wider audience beyond traditional motorsport fans. That evening, Formula 1 edged closer to show business, and the launch itself became a benchmark for anyone dreaming of a spectacular season opener.
Double intrigue
Two years later, championship newcomer BAR (British American Racing) set out to surprise everyone at once. At the 1999 launch, there weren’t just one, but two completely different cars hidden under covers: one in Lucky Strike’s red and white, the other decked in 555’s blue with yellow accents. Drivers Jacques Villeneuve and Ricardo Zonta pulled back the sheets, and the audience was stunned—no team had ever made such a bold statement before.
But the excitement didn’t last long. FIA officials quickly stepped in, reminding the team that both cars from the same squad had to be virtually identical. BAR had to scramble for a compromise, and ended up on the grid with a car split exactly down the middle—one half in one color, the other in another. This episode became a symbol of just how far teams will go for attention, even if it means making compromises later.
A plane in the hangar
In 2002, Jordan decided that ordinary presentations were simply too dull. Together with new title sponsor DHL, they staged a show in a Brussels airport hangar. Everything seemed standard, until an announcement blared over the speakers about a “special delivery for Jordan.” Suddenly, the massive hangar doors swung open and, to the crowd’s amazement, an Airbus A3000 rolled up before their eyes.
A bright yellow Jordan EJ12 race car rolled out of the plane’s side door. Drivers and guests couldn’t hide their excitement—Formula 1 had never seen anything like this before. The presentation instantly made international headlines, and the Jordan team proved that creativity in motorsport knows no limits.
A global message
In 2007, Honda decided to use its presentation not only to showcase their car but to deliver an important message. At the Natural History Museum in London, Jenson Button and Rubens Barrichello took to the stage to unveil the new RA107. Team principal Nick Fry promised the audience something truly dramatic—and he delivered.
Instead of the usual livery, the car featured a massive painting of the world map. This design was meant to draw attention to climate change and became part of Honda’s global environmental campaign. The move sparked widespread discussion and became one of the most memorable moments in Formula 1 launch history.
Assembly in front of everyone
In 2011, McLaren once again set out to surprise the public, this time highlighting the skills of their mechanics. Instead of a finished car, the team brought out the components on stage and began assembling the new MP4-26 right before the audience’s eyes. Jenson Button and Lewis Hamilton closely watched the process, and were entrusted with fitting the final elements.
This approach not only highlighted teamwork but also gave fans a glimpse into how a race car is born. That year, McLaren won six races, and the presentation itself became an example of how a technical process can be turned into a true spectacle.
A collective launch
Last year, Formula 1 marked its 75th anniversary with a spectacular event. Instead of the usual separate presentations, the FIA organized a large-scale show where all ten teams unveiled their new cars at the same time. Nearly all drivers gathered on a single stage, and live musical performances made the evening genuinely festive.
This format not only showcased the championship’s unity, but also offered fans a unique show. Despite the positive feedback, organizers decided not to repeat the experiment this year, leaving the show in history as a rare exception.
So far in 2026, only Red Bull and Racing Bulls have held a joint presentation in Detroit, highlighting their new partnership with Ford. The other teams are keeping their plans secret, and fans are eagerly waiting to see who will make history next with an extraordinary show.
RUSSPAIN reminds readers that McLaren is one of the oldest and most successful teams in Formula 1, founded in 1963 by Bruce McLaren. Over its history, the Woking-based team has secured numerous championship titles and made a name for itself not only through victories, but also innovative approaches to presentations and marketing. The team has always aimed to stay one step ahead, both on and off the track. It’s thanks to such bold moves that McLaren continues to capture the attention of fans and experts around the world.
Earlier, we reported on how Red Bull is preparing for a season of change and aiming to reclaim the championship title. In the article “Can Red Bull recapture the Formula 1 championship title in 2026” we took a close look at the new regulations, major losses, and surprising alliances that could shape the fight for the top spot in the coming season.
