Racing
© Jonathan Borba
Mercedes has appointed Bradley Lord as deputy team principal with immediate effect to support Toto Wolff and formalize responsibilities that have grown organically as Formula 1 expands. The team says the move strengthens its leadership capacity without changing Wolff’s role at the top. It frames the change as formalizing an arrangement already in place.
Wolff remains team principal. He will continue to lead overall strategy and major decisions. The promotion gives the senior group more bandwidth as the calendar and demands of the series increase. Mercedes describes the step as a practical response to growth in the sport and within the organization.
Lord is a long-serving figure in Formula 1 communications. He began working in the sport in 2001 and moved through roles at Renault and Daimler before joining Mercedes and rising from communications manager to chief communications officer. He has also served as a team representative. His background spans media relations, stakeholder engagement, and leadership within the team’s public-facing work.
In his new post, Lord will report directly to Wolff as second-in-command. He will take on duties he has already been handling, such as standing in for Wolff on race weekends and leading media responsibilities when needed. The change formalizes day-to-day leadership rather than signaling a major structural overhaul. It sets clear lines for decision making and representation when Wolff is not on site.
Mercedes presents the appointment as part of a broader shift in how top teams manage senior roles. More operations, more events, and a larger global audience have pushed teams to spread responsibilities across a small group of leaders. The team says this approach helps place the right people on the right tasks and focus leadership time where it adds the most value.
Lord’s promotion reflects his expanding role inside the garage and at the factory over recent seasons. He has taken on more front-facing duties at races and during the week. He has also supported internal coordination with technical, sporting, and commercial departments. By naming him deputy team principal, Mercedes clarifies who represents the team in key forums when Wolff assigns or delegates those duties.
The team emphasizes continuity. Core structures stay in place, and existing reporting lines remain clear. Wolff’s remit does not change. The new title recognizes the responsibilities Lord has already been carrying as Formula 1 has grown in scale and pace. It also gives partners, the paddock, and media a defined point of contact when the team principal is focused elsewhere.
Teams across the grid have been evolving their leadership setups as the sport grows. The trend favors shared or split responsibilities at the top to handle travel, operational demands, and engagement with stakeholders. Mercedes frames this step as part of that evolution. The goal is to keep decisions fast and consistent while managing a busier season.
For Mercedes, the appointment adds depth to a leadership group that already spans technical, sporting, and commercial pillars. Lord’s experience in communications and representation complements those areas and supports the team’s presence at the track and away from it. The move is designed to keep the leadership group effective as Formula 1 continues to expand its reach and workload.
Mercedes says the change takes effect now. Lord will continue to work alongside Wolff and the senior team in the same arenas where he has operated in recent years, now with the formal authority of the deputy team principal role.