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Williams is considered one of the top three Formula One racing team
brands. Yet in 2006, it experienced its worst ever season. Morag Cuddeford Jones asks if 2007 will see it back in pole position
The excitement in the taxi is palpable as we travel to a conference centre in darkest, rural England. On arrival, there is a scrum for press passes at reception. Nervous twitterings abound as we are led down a darkened corridor to a theatre, ready for the great reveal.
We are here to meet and greet - a car. AT&T Williams F1 is launching its new racing stock for the 2007 Grand Prix season, which begins on 18 March in Australia. It may only be a large chunk of carbon fibre but some people are actually trying to stroke it. While waiting for the presentation by the Williams technical team, small talk revolves around how jealous our friends are that they couldn't be here too. Formula One (F1) inspires a strange and unique passion that makes it the multi-million pound industry it is today.
But can Williams continue to play a part in that industry for much longer? Serious questions are being asked after the team's poor performance in 2006. Of the 18 races, at least one of the team's two cars failed to finish in 14 of them. Out of 11 teams, Williams only came eighth.
For a team that spawned some of the best-known names in racing, and is considered one of F1's top brands, it was quite a disappointment. Not that the team is under any illusions about the challenge ahead. Sir Frank Williams, founder and team principal, admits: "Without question, 2006 was not our finest year but I am delighted to see how the entire Williams workforce has pulled together and redoubled its efforts over the winter.
It is how you perform in adversity that really counts."
Looking to the 2007 season, the Williams team seems to be in ebullient mood. Like a broom sweeping clean, there is a new car, new drivers, new branding and new sponsors. Brand consultancy, UffindellWest, was retained in 2006 to provide a new, harmonised image for the brand to bring it up to date. In particular it had to find...