Eddie Jordan has done a complete U-turn on Ferrari’s decision to replace Carlos Sainz with Lewis Hamilton—and a single photograph is all it took to change his mind.
The former F1 team boss, who initially blasted Ferrari chairman John Elkann for the decision, now believes Hamilton’s arrival is a stroke of genius, not just for performance reasons, but for marketing and global appeal.
“What I thought was unbelievably eye-catching was that photograph of Lewis Hamilton in that coat,” Jordan said on the Formula For Success podcast.
“It just depicts why I think Ferrari went for him.”
The image in question? Hamilton, standing elegantly dressed in front of Enzo Ferrari’s house, exuding style, heritage, and prestige—a scene that Jordan now believes perfectly captures why Ferrari made the move.
From ‘Rocks in His Head’ to Ferrari Masterstroke – Jordan’s U-Turn
Rewind to last year, and Jordan was one of the biggest critics of Ferrari’s decision to replace Carlos Sainz with Hamilton.
- He called Elkann’s move “insane” and pleaded with Ferrari to reconsider.
- He questioned Hamilton’s hunger and speed, especially after the seven-time champion admitted, “I’m definitely not fast anymore,” following the Qatar Sprint.
- He believed Sainz was the better long-term choice, given his age and performance.
But now? Jordan is all in on the Hamilton-Ferrari partnership.
“He’s box office, absolutely, and please check, I think you will find there’s close to six million likes about the way he looked and his appearance.”
And he’s not wrong—Hamilton’s first Ferrari post shattered Instagram records, becoming the most-liked F1 post ever, with 5.6 million likes and counting.
For Jordan, the message is clear: Hamilton is more than just a driver—he’s a global phenomenon.
Hamilton’s Ferrari Debut: A Media Frenzy Despite Early Setback
Hamilton’s first days in red have been nothing short of a spectacle, with thousands of Tifosi flooding Ferrari’s Fiorano track just to catch a glimpse of the Brit in action.
Even after a minor crash during testing in Barcelona, Jordan insists that the excitement surrounding Hamilton’s move far outweighs any early setbacks.
“We hear recently about the crash, which is unfortunate. But did you see the thousands of Tifosi who turned up just to take pictures of him?”
Jordan believes Ferrari didn’t just sign a driver—they signed a global icon.
- Massive appeal in the Americas, Asia, and Europe
- Unmatched media presence
- A commercial powerhouse for Ferrari’s sponsors
“I think he’s not just box office for Formula 1, I think he’s box office everywhere.”
And for Ferrari, that level of star power is priceless.
David Coulthard Fires Back: ‘It’s a Points Championship, Not a Popularity Contest’
While Jordan is now fully backing Ferrari’s move, his podcast co-host David Coulthard wasn’t buying it.
“This isn’t a personality or a column inches World Championship,” Coulthard said.
“It’s a points World Championship.”
Coulthard’s argument? Ferrari didn’t sign Hamilton for Instagram likes—they signed him to win races and championships.
And with Hamilton turning 40 this year and Ferrari building its future around Charles Leclerc, some believe this move could be a short-term marketing play rather than a long-term performance decision.
- Can Hamilton still compete at the highest level?
- Will Ferrari prioritize Leclerc over him?
- Is this just a commercial move rather than a strategic one?
Coulthard’s skepticism is shared by many, but Jordan sees a much bigger picture—one where Hamilton’s impact goes beyond the track.
The Verdict: Is Hamilton the Right Man for Ferrari?
The debate rages on, but one thing is clear—Hamilton’s arrival at Ferrari has already made waves unlike anything F1 has seen in years.
✔ He’s shattered social media records
✔ He’s brought unparalleled hype to Ferrari
✔ He’s got millions of fans invested in his journey
But at the end of the day, Coulthard is right about one thing—Ferrari doesn’t need a celebrity, they need a champion.
Can Hamilton deliver that elusive title for Ferrari?
Or is this just a spectacular marketing move with no championship payoff?
Either way, F1 just got a whole lot more interesting.
