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Bradley Lord steps into spotlight as Mercedes’ new F1 deputy team principal: who is he?

Carl Harrison by Carl Harrison
March 20, 2026
in Motorsports
Reading Time: 3 mins read
0

Unveiling Bradley Lord: The New Power Player Behind Mercedes' Formula 1 Success

In a bold and strategic move that has sent shockwaves through the Formula 1 paddock, Mercedes has officially announced a significant reshuffle within its managerial ranks. Bradley Lord, a name that might have floated under the radar for many, is stepping into the spotlight as the new deputy team principal, directly supporting the legendary Toto Wolff. This pivotal appointment marks a new chapter for the Silver Arrows, as they aim to reclaim dominance on the racetrack.

A Journey Through the Fast Lane

So, who exactly is Bradley Lord? While he may not be a household name, his journey through the high-octane world of Formula 1 spans an impressive 25 years. Lord's career kicked off in 2001 when he joined the former Benetton team as a press office intern. His ascent within the industry was meteoric; by 2006, he was serving as the senior press officer for the championship-winning Renault team, showcasing his knack for communications in a sport where every word carries weight.

In 2008, Lord made a daring leap across the chasm between journalism and communications, taking on the role of features editor for the esteemed F1 Racing magazine. However, his passion for the sport drove him back to the heart of the action. He rejoined Renault in 2010 as head of communications before making a pivotal move to Daimler AG—the parent company of Mercedes—where he became the communications manager in 2011.

Crafting a Legacy in Motorsport

Lord's career trajectory is nothing short of remarkable. His responsibilities expanded as he took charge of Mercedes' motorsport communications from 2013 onwards. A year later, he was elevated to head of F1 communications, and by 2017, he had ascended to the role of Mercedes-Benz Motorsport communications director. This period coincided with the team’s historic run, clinching an astonishing seven drivers' titles and eight constructors' championships.

In 2021, Lord's influence grew further as he transitioned to strategic communications director and eventually became the chief communications officer. His strategic acumen has been instrumental in shaping the team's culture and communications, fostering a cohesive approach that has been vital to Mercedes' success.

The Man Behind the Scenes

Known to F1 fans for his occasional appearances during pitwall interviews alongside Wolff, Lord has often operated from the shadows. His face has become synonymous with the emotional highs and lows of the sport, notably during the intense 2021 title battle between Lewis Hamilton and Max Verstappen. Now, with his new role as Wolff’s right-hand man, Lord is poised to fill the void left by the departure of former driver development director Jerome d'Ambrosio in 2024.

As Mercedes embarks on a new era, the team has expressed its confidence in Lord's ability to steer them through the challenges ahead. His extensive experience and deep understanding of the sport position him perfectly to help navigate the complexities of Formula 1.

Eyes on the Future

With such a pivotal reshuffle, all eyes are on Mercedes as they prepare for the upcoming season. Bradley Lord's ascension to deputy team principal not only signals a shift in leadership but also a renewed commitment to excellence and innovation within the team. As the Silver Arrows race towards the future, fans and rivals alike will undoubtedly be watching closely to see how this dynamic duo of Wolff and Lord will impact the world of Formula 1.

Stay tuned, for the Mercedes story is far from over, and the best is yet to come!

Tags: formula-1-enLewis Hamiltonmax-verstappen-enMercedes
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