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paddockpr · 1 year

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I'd be curious to hear your thoughts on the shift in perception on Charles throughout his stint at Ferrari. I got into F1 around the time he joined Ferrari when Seb was still there and saw the shift from very positive (Sauber-early Ferrari days) to quite negative (2019-2020 ish), and now that I'm back into F1 it seems to have gone back to more or less positive. But he seems to be pretty much the same?

Hey anon, thank you for the wait, its finally time to get into Charles Leclerc. One of the easiest ways to understand the nature of his PR image is to consider the term often used to describe him "il predestinato" or the predestined. In sports pr, one of the most powerful things is a good story, a compelling narrative, that positions someone as fated for great heights. We will cover a unique motorsports pr issue for drivers, the implications of that when it comes to narratives in sports around fate, Charles own associated affinity for and with Ferrari and then establish why Charles PR had this transformation.

But the thing about how narratives are crafted around people, being of their own volition or due to other people's interests, one thing remains: when it comes to sports PR, the shift in perceptions and narratives have a lot to do with the ability to walk a tight rope.

In a sport like F1, and actually motorsports as a whole, there is one extra issue that arises that is different from other sports, which is the consequences of your teammate being your biggest competition but belonging to the same team and therefore needing to maximize the team's points for the WCC, but beat your teammate in the WDC. That then crates one very common PR issue for drivers in F1: how do you decide who is entitled to what? And that is what happened and even happens with Charles, There are all of these ideas of fate, and all of the things he is supposed to get, its predestined, it is fate.

Benefits of being a marketable rookie

When Charles first came to Sauber he had a couple of things working in his favor, Number one, people look forward to rookies having their debut, and Charles has the kind of image that appeals to this idea of F1 royalty and I mean that quite literally, but probably not how you may initially think. I want to take you back to the fact that when people think of Charles, they think of this idea of fate and predestiny and a sort of Meant To Be thing. He is from a country with one of the most widely recognized GPs, he is a fast driver for whom many already feel is a future WDC winner, he comes across as relatively mild mannered and playful off of the track, and he seems to have cross appeal regardless of what kind of F1 fan someone is.

The fans who decry a return to "tradition" like the kind of wealth and prestige associated with his country, it is also in Europe, he has the look of drivers before him etc and he is inoffensive to the status quo. Fans that are looking for a personable individual like him because to them he has an ease about him, he doesn't seem to have a particularly antagonistic relationship with any other driver, and he is more accessible than the "tradition" of drivers before him.

He also has a well known love for Ferrari and is all around very malleable. That is not to say that he is bland, but he is unassuming and that also feeds into how some of his behaviors are received compared to other drivers. A perhaps comparable PR example for the 2020s but to a lesser extent is Oscar Piastri, someone who replaces a driver that isn't yet moving to retire, but then having a relatively broad appeal, online presence, and is viewed as competitive without being antagonistic,

It is an appealing position for a rookie in terms of marketing, although it also is a privileged one that isn't afforded to rookies who are marginalized in some capacity (Yuki Tsunoda is a great recent example of this). But it is an PR positioning that is ideal as was the case with Charles, To be seen as having what it takes to be a WDC one day, but not being seen as entitled and also generally having a positive image re other drivers. We will delve into that a liiiittle more before we finally get to Ferrari.

Alfa Romeo and The Rookie of the Year

When he joined Alfa Romeo, he replaced Pascal Wehrlein and it is met relatively positively. However,for newer fans here, it was not as cut and dry as it is now. Paul was injured prior to the 2017 season competing in ROC (Race of champions) leading to him missing 2 rqces and then was replaced in 2018 by Leclerc.

It wasn't so cut and dry because as you probably have seen, motorsports fans often argue about whether or not drivers in various series should do more competing in other motorport events (Daytona 500 and Le Mans are another example of this), so the way that the situation was handled was seen negatively. Often, including in this case, rookies get grace but it is not all sunshine and rainbows, especially since, in Charles' case he was replacing someone outperforming their teammate. Of course when we look back it seems less extreme and nowadays Paul is often used as a cautionary tale for why F1 drivers should not compete in other series whilst still active in F1 but F1 drivers competing in other series was not always unusual. The narrative around all of this re Charles was that he was just that promising. So he joins and its not exactly a WDC or WCC winning car, but it is enough for people to take notice and buy into this sort of destiny branding that began to really solidify.

Charles Leclerc met those expectations for the most part, and was crowned rookie of the year. And all of that romanticism around him being made for F1, and predestined, was in the eyes of many, evidenced by that rookie year, Now it is all coming together, there is just one thing left to really take this romantic destiny/fate idea to really resonate with mainstream audiences: Forza Ferrari.

Ferrari, the Early Days

Now Ferrari is a bit of a peculiar thing when it comes to PR and branding. Like Monaco, Ferrari is glamour, it is wealth, it is prestige and it is history. The race car emoji is red, people recognize Ferrari when race cars are the topic at hand, it has had notable names driving for it in F1, Le Mans etc.

For better or for worse in the eyes of many, Ferrari IS F1 it IS motorsports and it boasts one of the biggest fanbases too. It is red hot, it is passion, it is electric. But Ferrari is also notorious in the eyes of many as being something of an antagonist, and a negative player in more progressive moves in motorsports, and has a very tight leash on its image such as suing people for unauthorized paint jobs or author customizations of their Ferrari like with Daedmau5. There is a very strict approach in Ferrari about how things should be done and that extends to how they expect their drivers to appear. This is relevant to how the promising rookie briefly becomes disliked alongside Vettel.

Okay so he is predestined, he has made his mark as a rookie and replaces 1 time WDC Kimi Raikkonen to be alongside 4 time WDC Sebastian Vettel. You can probably guess what I am about to say, but I will say it anyways: replacing someone with no WDCs is very different from replacing someone with 1 or more. It makes comparisons of performance stricter, it makes expectations higher and it makes people less forgiving. It is also further complicated by pairing alongside someone who has been WDC.

When Charles kined alongside Vettel he was dealing with someone who at the very least had been viewed by the public as trying to push the team culture in a direction that may yield better results, and he had the results to back himself up, But Charles was new and that meant him being assimilated into the team and that impacted his image, He has a 4 time WDC to learn from, in a team that has not won the WCC in a very long time. To audiences, he is not being who they thought he was at his former team.

You see, when people speak of drivers from a PR perspective, there is a lot of emphasis on how they command things, what they are entitled to, and what role they should have.

As the fated one, Charles was expected to be less amicable to Ferrari's team culture especially since a more experienced driver could see clear issues in the team's culture, and audiences did not have the impression that Charles recognized when he needed to be assertive, and when he should back his teammate.

So for a lot of people, he was in the right team, and he had the right talent, but the approach was wrong and he was not taking heed of lessons he could be learning from his more experienced teammate. It is a difficult balancing act PR wise, because of the nature of the PR of the team he is in, and also the way that its branding has made it so personally meaningful to tifosi.

Big fanbase that wants drivers that love the team, and prior to this latest pairing of Leclerc and Sainz, was big on supporting the team not the driver, notoriously so. It would probably have been even more negative of him to seem critical of the team, but it was a Catch 22 because what happened instead was that whilst him and Vettel seemed relatively amicable, only one of them was viewed as trying to win WCC and WDC whilst the other was seen as someone falling short of their potential, in the name of loving a team that had been losing for a long time.

Generally when it comes to Ferrari it is more logical from a PR perspective to be seen as viewing the team the way its fans do. A sort of reverence and pride for its prestige, history and Italian heritage. A sort of serendipitous occurrence in a driver's life.

It is one of the few teams where the team has always come before the driver in terms of priority. It is the expectation at this point. You are not supposed to seem like you think you deserve something when you drive for Ferrari, especially when you are new so it was always going to shake out the way it did from a PR perspective. Either he alienates audiences that feel that Ferrari is stuck in old ways, or he alienates fans for whom ferrari is not just a sports team, but a national institution.

And as long as Vettel and Leclerc were paired up, Leclerc would have negative PR. To replace a WDC to be the teammate of someone with a WDC was never going to shake out well because it made him look like a liability. He did not have the perceived assertiveness or the developed skill to in some people's view, justify what seemed to be a differing perspective from Vettel.

And that will always be a PR nightmare because what is there to defend a driver who is fast but doesn't have the results to show for it? It is one of the recurring issues in this period of time, he and Vettel were amicable but did not seem to have the same sentiments on their team. And just like that the predestined becomes the entitled in the eyes of his detractors. But then, just like that, Vettel is now gone, and in his place is Carlos Sainz. Does not have a WDC or WCC under his belt, and just like that, Leclerc's biggest PR issue seems tp ne a thing of the past.

The Leclerc Sainz Era

People used to want to know why Charles deserved any favor from Ferrari. Sure they liked him well enough, and he was in their view he was a logical choice for the team, Ferrari was in his veins through and through. But you will never be viewed as more deserving of team support than a proven driver with the WDC and/or WCC.

So even as people root for you, they are going to be very questioning about the capacities in which you think you may know better than a teammate, even when the team us Ferrari. But when your new teammate is also considered unproven, it changes the PR dynamic significantly. Whether Leclerc defends the team or not. is seen as assertive or not, it eases suspicions a lot, Now he just wants to win and it is unquestioned when he feels that he deserves something. Now, after all these years, people view him as being back on his fateful path, and it shows.

It is coinciding with the peak of Drive to Survive and a Ferrari that is more open to marketing its individual drivers alongside its rigid team branding and there is a tidal wave of new fans, fans who are unfamiliar with the previous understanding of Ferrari First, who approach it like other teams where you may support a team but it is driver first.

Additionally, the fanbase that IS Ferrari First has a strong association with one driver being Ferrari First in Leclerc, versus driver first in Sainz, thus feeling endeared by Leclerc. You may recall the GQ article last year https://www.gq.com/story/charles-leclerc-carlos-sainz-ferrari which sort of seeks to re-assert Ferrari's position in its branding as the most important part. But you may notice something else, which is how Leclerc is presented as the quintessential Ferrari driver.

At the time of its release, people did note favor towards Leclerc, with the phrase about Maranello "romantically imagining Leclerc a full head taller". But what went over people's heads was that from a PR perspective, Leclerc in a way became Ferrari. He is positioned as the glamour and the luxury and the romance and the European identity that Ferrari has also positioned itself as and you can see it in how people imagine him to be and what they say when they have positive things to say.

Conclusion

When Vettel was around, due to his experience, the romanticism of Ferrari was not the same, and it still is not the same based on that article, and so Charles went from a promising rookie, to a blind admirer of Ferrari and its legacy. But then Vettel was gone and in his place a less experienced driver, and so Leclerc is less irritating as a result to audiences who felt that Ferrari shafted Vettelm and Sainz came in and was viewed as disruptive and entitled but without the results to defend those sentiments. And so it became a matter of Charles is Ferrari and Ferrari is Charles, wouldn't them winning together be so romantic?

That is all for this essay folks. Thank you for patiently waiting for me to make it more coherent without the twitter links, and then waiting for me to make it a little shorter than the so called Director's Cut. As always, questions and comments are welcome.

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