On July 2, 2025, McLaren announced a special livery for the British Grand Prix, the 12th round of the Formula 1 season, set for July 4-6 at Silverstone. The new design, featuring chrome tones with red accents, revives the look used by the team from 2007 to 2013, a period highlighted by Lewis Hamilton’s 2008 world championship. The launch took place at an event in London, emphasizing the connection between the team’s history and its modern fanbase. Partnered with Google Chrome, the initiative aims to celebrate McLaren’s legacy while reinforcing its visual identity at one of the sport’s most iconic races.
The chrome livery, reminiscent of the “Silver Arrows” from Hamilton’s era, was presented as a tribute to the team’s storied past. Louise McEwen, McLaren’s marketing director, stressed that the design seeks to engage both long-time fans and new audiences following Formula 1. The choice reflects the team’s strategy to blend tradition with modernity, especially as McLaren leads the 2025 constructors’ championship.
Key highlights from the launch event include:
- Display of the MCL39 car with the chrome livery in Trafalgar Square.
- Participation of drivers Lando Norris and Oscar Piastri, who will race at Silverstone.
- Integration with Google Chrome, reinforcing the technological partnership.
The announcement has sparked excitement for the race, which promises to be a visual and competitive milestone for McLaren. The team, which won the constructors’ title in 2024, aims to maintain its dominance at home, with Norris and Piastri contending for the drivers’ championship.
Tribute to a golden era
The livery unveiled for the British Grand Prix is more than a cosmetic change; it celebrates one of McLaren’s most successful periods. From 2007 to 2013, the team’s chrome design became iconic, particularly with Hamilton’s 2008 title. That championship marked McLaren’s last drivers’ title, cementing the livery as a symbol of triumph.
The chrome finish, which reflects light uniquely on the track, was chosen to evoke memories of that era, while red accents nod to historical sponsors. At the London event, McLaren noted that the design drew inspiration from fan feedback, which identified chrome as one of the team’s most beloved color schemes.
The decision to revive this look also reflects McLaren’s confidence in its current standing. With Lando Norris leading the drivers’ championship by 15 points over Oscar Piastri after a win in Austria, the team is riding high. The special livery thus serves as a reminder that McLaren blends a glorious past with future ambitions.
London event: a spectacle of its own
The chrome livery’s launch was marked by a grand event in Trafalgar Square, transforming the London landmark into a stage for the MCL39. The setup drew fans, media, and motorsport enthusiasts, highlighting the British Grand Prix’s national significance.
During the presentation, drivers Lando Norris and Oscar Piastri engaged with the crowd, sharing their thoughts on the new design. Norris, who won at Silverstone in 2024, spoke of the thrill of racing at home with a livery tied to the team’s history. Piastri praised the “retro-modernized” aesthetic, blending classic elements with current technology.
The Google Chrome partnership was another focal point. Adrienne Lofton, Google’s vice president of global product, attended the ceremony and highlighted the synergy between the browser’s speed and McLaren’s track performance. The promotional campaign included digital projections of the car at London landmarks, boosting the initiative’s reach.
Strategy to connect with new fans
McLaren has been focusing on strategies to attract a younger, more diverse audience, and the special livery is part of this effort. Louise McEwen explained that the team identified significant growth in new fans, particularly after Formula 1’s popularity surged due to series like “Drive to Survive.” The striking chrome livery was designed to capture attention on social media and TV broadcasts.
Key elements of the engagement strategy include:
- Interactive social media campaigns with filters and exclusive content.
- Promotional videos featuring Norris and Piastri, filmed in London.
- Fan activations at Silverstone, such as displays of the 2008 car.
- Partnerships with global brands like Google Chrome to expand reach.
This approach reflects McLaren’s vision to stay relevant in a sport gaining global traction. The chrome livery, with its visual appeal, is a tool to strengthen the brand and create lasting memories for fans.
Connection with Silverstone
The Silverstone circuit, home of the British Grand Prix, is one of Formula 1’s most iconic tracks. With challenging corners like Copse and Maggotts, it demands precision and speed—qualities McLaren has honed with the MCL39. The chrome livery, reflecting light uniquely, is set to make the car stand out in one of motorsport’s most photographed venues.
McLaren has a deep bond with Silverstone, where it secured memorable wins, including Norris’s in 2024. For 2025, the team aims to leverage home crowd support to boost performance. The special livery adds an emotional layer to the race, connecting generations of fans who have followed the team across eras.
Other special liveries in 2025
McLaren isn’t alone in using special liveries in 2025. Earlier this season, the team showcased a light orange design for the Monaco and Spanish GPs, honoring the 1968 M7A car, which marked McLaren’s first Formula 1 win. Drivers also wore white overalls in Monaco, emphasizing the classic tribute.
Other teams have followed suit. Williams announced a retro livery for three Asian GPs, while Ferrari added white details to its car for the Italian GP. These efforts highlight how teams use aesthetics to engage fans and spotlight sponsors, a growing trend in modern Formula 1.
Preparation for the British Grand Prix
McLaren heads to the British Grand Prix leading the constructors’ championship, with a solid edge over Ferrari and Red Bull. The MCL39, which debuted with a camouflaged livery in Silverstone tests earlier this year, has shown significant improvements over its 2024 predecessor. The team introduced aerodynamic upgrades and engine tweaks to optimize performance on high-speed tracks like Silverstone.
Lando Norris, who won the season-opening Australian GP, is the favorite, but faces competition from Piastri, who has been consistent all year. The chrome livery, according to the team, doesn’t impact performance, as the added paint weight was offset by technical adjustments.
Drivers’ expectations
Lando Norris, born in Bristol, has a special connection to the British Grand Prix. The driver, who finished second at Silverstone in 2023, emphasized the importance of racing for his home crowd. He called the chrome livery “a gift to the fans,” vowing to push for victory.
Oscar Piastri, in his third season with McLaren, also expressed excitement about the new design. The Australian, who won in Hungary in 2024, said the livery adds extra motivation. The duo, known for their friendly off-track rapport, promises a fierce battle at Silverstone.
McLaren’s legacy in Formula 1
McLaren is one of Formula 1’s most storied teams, with 12 constructors’ titles and 8 drivers’ championships. Founded by Bruce McLaren in 1963, the team has a history of innovation and success, with legends like Ayrton Senna, Alain Prost, and Lewis Hamilton. The chrome livery for the British Grand Prix is another chapter in this legacy, reinforcing McLaren’s identity as a bridge between past and future.
The choice to revive the 2007-2013 design also underscores Hamilton’s influence, who now races for Ferrari but left a lasting mark on McLaren. The team plans to showcase historic cars, including the 2008 model, in Silverstone’s paddock to celebrate this connection.
Next steps in the season
After the British Grand Prix, McLaren will head to the Hungarian GP, aiming to solidify its championship lead. The 2025 season, with 24 races, promises to be one of the most competitive in history, with Ferrari, Red Bull, and Mercedes challenging McLaren’s dominance. The chrome livery, though exclusive to Silverstone, is expected to keep generating buzz online, keeping McLaren in the spotlight.
The team also plans further fan activations throughout the year, including historic car exhibitions and interactive events. With Formula 1 drawing a growing audience, McLaren is leveraging initiatives like the special livery to expand its fanbase and attract new sponsors.