Brown targets “Luke Skywalker” image for McLaren

Zak Brown is aiming to transform McLaren’s image while still respecting the legacy of Ron Dennis. Under Dennis’ leadership, the team achieved great success with top drivers, but its cold and ruthless image left something to be desired. Brown, a former mechanic to Jack Brabham, wants to bring back winning ways to McLaren with a more positive and fun atmosphere, focusing on engaging fans and building the brand.

Brown compares McLaren’s previous image to Darth Vader and aims to make it more like Luke Skywalker – positive, colorful, and youthful. While acknowledging Dennis’ legendary status in motorsport history, Brown hopes to continue the team’s success and be known for revitalizing McLaren’s image.

Unlike team owners like Dennis who invested their money into the team, Brown sees himself as an employee supporting the team’s principal, Andrea. He focuses on areas outside of the racetrack such as fan engagement, branding, and sponsorships, believing in the importance of trust and collaboration within the team.

While Dennis had a strong presence in shaping McLaren’s corporate image, Brown has made changes to reflect the team’s original look under Bruce McLaren, emphasizing the philosophy behind the iconic papaya color. Brown believes in continuous progress and adaptation to stay successful in a rapidly changing environment.

Although many may miss the era of Ron Dennis, Brown is focused on leading McLaren towards a bright and successful future.