Williams: We are a fresh and revitalised brand

Although the jury may be out on the merits of the Rokit Williams livery unveiled today, team chief Claire Williams insists that a change from the norm was deliberate and a show to the world that they are re-energised for the challenges of a new season.

On the occasion of the team’s livery launch, they also announced a new title sponsorship deal with yet to launch mobile phone producer Rokit which has prominent branding on the pale blue on white paint job.

Williams, daughter of team supremo Sir Frank Williams, said of the new look, “From my perspective, I wanted a livery that told a story about where Williams is and the future that we believe it has.”

“A lot of people are aware that Williams’ traditional colours are navy blue and white, but I wanted to move away from that and show the world that we are a fresh and revitalised brand.”

“Just sticking and reverting to our traditional navy and white didn’t really tell that story. A Formula 1 car at the end of the day is your shop window to the world and I wanted to tell a great story and come out with a really vibrant livery. I feel that does that.”

“We’ve lost pretty much nobody from our race team this winter and I think that shows the strength of spirit that we have within Williams – and everyone’s dedication to getting it back.”

The team descended to last in the 2018 F1 constructors’ standings, this year with George Russell and Robert Kubica they aim to work the once mighty team back towards the respectable end of the grid.

Although the road map is in place, Williams refused to make predictions, “We never say our target is to be X, Y or Z, that’s dangerous, but clearly our target this year is to make progress.”

“We have to do that. In the short term we have to be targeting P4 again and then we have to work back towards getting those podiums.”

Williams, which has amassed 16 F1 constructors’ and F1 drivers’ titles combined during their illustrious history, were third in the championship in 2014 and 2015, ended 2016 and 2017 in fifth before dropping to 10th and last at the end of 2018.

Big Question: Will 2019 be a revival year for Williams?

Williams unveil 2019 livery and confirm ROKiT title sponsorship