Success in Formula 1 is never guaranteed. Dynasties rise and fall, but at the heart of every great team is something far more powerful than trophies—an unshakable bond that survives both triumph and heartbreak.
At Mercedes-AMG Petronas F1 Team, that bond is real, and it’s been tested. From eight straight constructors’ titles to an agonizing championship defeat in Abu Dhabi 2021 and a struggle to return to the top, the Brackley-based squad remains united through every twist and turn.
For Bradley Lord, the team’s Chief Communications Officer, Mercedes’ strength isn’t just found in its engineers, drivers, or star principal Toto Wolff—it’s in the culture that binds them all together.
Toto Wolff’s Leadership: Steering Without Micromanaging
A key figure at the heart of it all is Toto Wolff, a man known for his ruthless ambition, sharp intelligence, and ability to inspire loyalty. But contrary to some perceptions, Wolff isn’t the kind of leader who micromanages every detail. Instead, his philosophy is built on trust.
“Toto is not stepping in and trying to fly the plane but observing what’s happening and providing helpful inputs,” Lord explained in an exclusive interview with PlanetF1.
This method of empowering key figures within the team ensures that every department—from technical director James Allison to sporting director Ron Meadows—operates at its highest level while maintaining flexibility to adapt.
“We’re in constant dialogue about the race weekend. The technical team and the sporting team are in the lead, and we focus on how to maximize what’s in front of us.”
Beyond Success: The Culture That Keeps Mercedes Together
Mercedes’ dominance between 2014 and 2021 wasn’t just about having the best car—it was about building an environment of trust, accountability, and resilience. Even through the heartbreak of 2021 and recent struggles to challenge Red Bull, that spirit hasn’t wavered.
“There’s a real bond of loyalty and having each other’s backs,” Lord said. “We will go through fire for our teammates to achieve the objective.”
He acknowledged the loss of legendary figures along the way, including the late Niki Lauda, whose wisdom and guidance helped define Mercedes’ modern era.
“It’s hard not to get emotional when thinking back to that time,” Lord admitted. “The winning is great, but what’s most special is working with people you trust completely—people who aren’t afraid to hold you accountable and tell you when you’re not doing a good enough job.”
The Future: Can Mercedes Rise Again?
With the 2025 season fast approaching, the Silver Arrows are preparing for a new chapter—one that will be led by George Russell and rising star Kimi Antonelli.
“It’s a huge source of excitement for all of us,” Lord said. “We’ve been with George since 2017, and Kimi since he was just a kid. Seeing them together next season is going to be a big moment.”
And with Toto Wolff still at the helm as both team principal and co-owner, Mercedes isn’t just fighting to return to the top—they’re building for the long term.
“The focus right now is on maximizing what’s in front of us and hopefully being part of the journey that sees the team come back to success.”
Will Mercedes’ Loyalty Be Enough?
In an era where Red Bull reigns supreme and Ferrari is making aggressive moves, the question remains: Is Mercedes’ culture enough to fuel a return to dominance?
One thing is certain—the team isn’t going anywhere.
Whether 2025 marks their comeback or another rebuilding year, Mercedes will not break, will not splinter, and will not give up the fight. The next era of the Silver Arrows is coming.
And they plan to rise together.
