Ferrari PR errors pile up as new F1 season begins in confusion

The team published its much-anticipated media release with details and images of this year’s challenger. However, the images used were those of the 2025 car that delivered zero victories last season, an error that immediately caught the attention of fans and media alike.

Furthermore, the accompanying text said: “The 72nd (sic) Formula 1 car for Scuderia Ferrari HP is the first designed under the new regulations.” Hardly a revelation, and one that did little to inspire confidence during a crucial moment of the launch cycle. Ferrari eventually corrected the online error and added the correct photos, but the damage was already done, adding to a growing list of questionable PR decisions in recent weeks.

The team announced last Friday that they would replace Lewis Hamilton’s race engineer, Riccardo Adami – despite confirming to GPblog that he would remain in his position. The confusing reversal left observers puzzled and reinforced perceptions of internal disorganisation. Ferrari also replaced long-serving communications chief Silvia Hoffer Frangipane earlier in the month, a move that now appears significant amid the team’s ongoing messaging struggles.

Elsewhere, Ferrari were upstaged by engine customers Cadillac, who posted on social media the sound of their power unit firing up before the manufacturer itself. The missed opportunity only amplified frustration among fans eager for positive momentum. The Italian team have not won an F1 title since 2007, and last season were publicly rebuked by Ferrari chairman John Elkann for failing to meet expectations.

Fans have also been quick to criticise this season’s livery, while social media videos appeared to show the new car coming to a halt during its shakedown at Fiorano on Friday. Hamilton was due to take the SF-26 out for crucial system checks, but shortly into his run plan, the seven-time world champion was filmed stopping on track, with mechanics rushing to the car before pushing it into an exit road.

However, insiders say this was done to signal the end of Hamilton's run time and not to exceed the quota of milage permitted under shakedowns.