The roar of Formula One engines may have faded a decade ago for the W04, but its legacy lives on. An upcoming event, set against the glitzy backdrop of the Las Vegas Grand Prix, is set to put the iconic Mercedes F1 W04 of Lewis Hamilton on the auction block.
The Unicorn of F1 Cars
Although Lewis Hamilton won his first Formula One Drivers Championship in 2008 under the wing of McLaren, his multiple world championships didn’t come until his stint in Mercedes-AMG Petronas F1. His renewed meteoric rise in the sport began with his first-ever win for Mercedes in the Hungarian Grand Prix of 2013. The car responsible for this milestone, the Mercedes F1 W04, will soon change hands at an RM Sotheby’s auction in Las Vegas on November 17, 2023.
This is not just any Mercedes F1 vehicle; it’s the sole one from the modern era not owned by Mercedes, Toto Wolff, or Hamilton himself. Its uniqueness adds to its allure, making it a coveted item in the world of motorsports.
According to Bloomberg estimates for the Mercedes F1 W04 range from an astounding $10 million to $15 million. This sale promises to be a historic event, showcasing the allure of modern F1 cars as both status symbols and pieces of racing history.
The Last V-8 Engine Era
This F1 car also marks the end of an era, being the last Mercedes F1 vehicle powered by a V8 engine. Subsequent regulations mandated quieter V6 turbos, making the W04 a symbol of the sport’s transition.
Previously offered for sale in 2017 by Mercedes-Benz Classic, the current owner remains undisclosed, adding an element of intrigue to the auction.
A Growing Market
The surge in popularity of owning modern F1 cars has mirrored the sport’s transformation into a global entertainment phenomenon. The influence of Liberty Media, who acquired the series in 2017, cannot be understated.
Innovations like the “Drive to Survive” series on Netflix have brought F1 closer to fans and other people who used to be unfamiliar with the sport. This makes the prospect of owning a piece of racing history even more enticing.
The Lewis Hamilton Factor
Lewis Hamilton, a name synonymous with success and transformation in F1, stands shoulder to shoulder with legends like Michael Schumacher. With seven F1 World Championship wins, a knighthood, and a trailblazing impact on race, culture, and fashion, the Briton is a cultural icon as much as a racing legend.
His new contract with Mercedes until 2025 ensures his continued influence on the sport. He may no longer be in close contention to the World Championship but he remains a cultural symbol for F1 and still a looming threat to the race leaders if given the right car configuration.
Status Symbols and Adrenaline Rush
For buyers, owning old F1 cars serves various purposes. Some view them as status symbols akin to owning artwork from a renowned artist, while others relish the thrill of racing these iconic machines.
The allure of possessing a piece of history and enjoying the good life, alongside the adrenaline rush of racing, makes these cars desirable acquisitions.
A Diversified Auction Experience
RM Sotheby’s, the auction house orchestrating this sale, aims to capitalize on the excitement surrounding the Las Vegas Grand Prix and diversify its offerings in an increasingly competitive industry.
In an era of online auction platforms, RM Sotheby’s seeks to elevate the auction experience, complete with high-end catering, entertainment, and star-studded allure.
The Grand Stage
The Mercedes F1 W04 auction will take place on November 17, 2023, at the Awakening theater in the Wynn Las Vegas hotel, coinciding with the inaugural Las Vegas GP. The event promises a sensory extravaganza with million-dollar hospitality packages, celebrity chefs, and performances by J Balvin, Major Lazer, and Mark Ronson.
Besides the Mercedes F1 W04 race car formerly driven by Lewis Hamilton, auction attendees can also bid on Tom Brady’s Tampa Bay Buccaneers jersey, potentially setting a record for the most valuable football jersey ever sold.