Amidst the excitement of Lewis Hamilton’s debut with Ferrari, a narrative continues to linger suggesting the seven-time world champion’s signing is primarily a marketing ploy. Ferrari chairman John Elkann is having none of it.
Ever since the bombshell dropped on February 1, 2024, that Formula 1’s most successful driver in history would be donning Ferrari red in 2025, predictions, conjecture and rumors have swirled around the paddock, fueling intense speculation about the partnership’s potential and its impact on the sport.
The numbers, of course, tell a compelling story. When whispers of Hamilton’s signing began circulating, Ferrari’s share price skyrocketed.
As former F1 driver Karun Chandhok pointed out, “Ferrari’s share price has jumped 6% today – on a market cap of 66 billion, his news is worth $4 billion!”
The stock, which had closed at $345.92 on January 31st, surged to $389.45. However, Elkann insists that these financial gains are a byproduct, not the primary objective.
A Boost Beyond the Balance Sheet
Cue the skeptics. F1 legend Jacky Ickx and Sky commentator Martin Brundle chimed in, hinting Ferrari might’ve snagged Hamilton as a golden ticket for their PR game.
“We have to remember that there are many important aspects to F1, and not just politics,” commented Ickx earlier this year. “There are also economics, marketing.”
©Ferrari
Brundle had previously noted that Hamilton’s signing was “certainly worth it for Ferrari already.”
But Elkann’s has pushed back on these assertions. In a chat with Time Magazine, he revved up his defense, insisting the move is all about the podium, not the stock exchange.
“I think it’s really unfair to Lewis, some of the comments saying, ‘This is a marketing operation.’ Truth said, Lewis doesn’t need that. Ferrari doesn’t need that,” said.
“What we need to do is win championships and do great things on the track. If that happens, what we can do outside of the track, in some ways, takes care of itself. There’s unlimited possibilities.”
Translation? Hamilton’s talent, not his star power, is the engine driving this move.
Montezemolo’s Verdict: A Champion, Not a Billboard
Elkann’s not alone in this pit lane showdown. Former Ferrari president Luca di Montezemolo is throwing his weight behind the chairman, dismissing the marketing chatter with the cool confidence of a man who’s seen it all.
Speaking to Radio GR Parlamento, he laid it out plain and simple.
“In recent years, Ferrari’s problem had nothing to do with its drivers. Carlos Sainz and Charles Leclerc are strong and Lewis Hamilton is a phenomenon, as is Max Verstappen.”
Ferrari chairman John Elkann with SCuderia boss Fred Vasseur;ntezemolo is not buying the hype that Hamilton’s just a shiny hood ornament for Ferrari’s brand.
“His joining Ferrari is more than just a marketing plan as he wants to end his career by still winning in the red,” he insisted. But it’s not all smooth driving ahead.
“The choice of Hamilton is of course a risk on the one hand, because you bring in a champion who has already won so much and wants to continue that at Ferrari,” he admitted.
“On the other hand, however, you have Leclerc, who has never won a title despite all kinds of good races.”
High Stakes, High Speeds
So, what’s the forecast for Ferrari in 2025? Montezemolo’s got his eyes on the prize.
“It will be an interesting year for Ferrari, if we assume for a moment that they can close the gap with McLaren and start the season competitively right from the first race, that they have a car that enables the drivers to win in all conditions – and that they have a clear, communicating management,” he comprehensively explained.
But that’s a lot of “ifs”. However, with Hamilton’s pedal-to-the-metal determination and Leclerc’s raw speed, Ferrari’s betting on a turbocharged showdown.
So, this isn’t about share prices or sponsor logos. It’s about horsepower, heart, and Hamilton chasing glory in Maranello.
As Elkann put it, if Ferrari can dominate the track, the rest will fall into place. And with a legend like Lewis at the wheel, who’d dare bet against the Prancing Horse?
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