Dietrich Mateschitz (1944-2022)

He is a figure in the world of business and motorsport who died at the age of 78. An extraordinary man, a visionary who would turn an energy drink into an empire and build one of the largest Formula teams. F1 all time, Red Bull Racing. Dietrich Mateschitz is leaving us, but his work will survive him.

Dietrich Mateschitz, born on May 20, 1944 in Sankt Marein im Mürztal in Styria, died following a long illness. The Austrian businessman left as he lived, discreetly, leaving behind an empire whose success is matched only by that of the Formula One team he created in 2005 on the ruins of the Jaguar team, née Stewart Grand Prix.

Who doesn't know the famous energy drink Red Bull, which began sweeping across Europe in the early 1990s and which would soon conquer the world.

It was in 1982, while he was sitting at the bar of the Mandarin Hotel in Hong Kong, that he came up with the idea of ​​launching the equivalent of energy drinks then very popular in Asia on the European market. He joined forces with a Thai businessman – Chaleoh Yoovidhya – who manufactured one of these drinks, renamed the product Red Bull, defined new silver and blue packaging, and launched a cheeky advertising campaign.

It takes three years to receive the necessary authorizations from health services, define a sales and marketing strategy, and position the product on the market. Finally, in 1988, Red Bull was launched in Austria, which became the test market.

The rest is history since, with a million cans sold in the first year and three times as many the following year, he then moved on to other European markets. Great Britain is the first to issue authorizations to sell outside the borders of Austria; which helps it convince the other countries of the Union.

Dietrich Mateschitz and Vitantonio Liuzzi (Red Bull Racing) at the 2005 San Marino GP / © DPPI

Fan of Jochen Rindt

The man his close friends call “Didi” now has the financial means to satisfy his two great passions: aviation and automobiles. He set up his company's headquarters in Salzburg, on the edge of the airport, where he moved into Hangar-7 which, in addition to its jets, fighters and other DC-6s, hosts numerous cultural events.

« As for motorsport, he told AUTOhebdo in February 2005 during an interview. It was normal to be interested in it in my youth, because of Jochen Rindt (1970 world champion, crowned posthumously, Editor’s note) ! As a kid, I went to the circuits... It was the weekend procession. As a student, I treated myself to an Austin Cooper 1300S! » However, it is not just his passion for automobiles that pushes him to invest in sport, but marketing. “ We don't sell cars so, for us, F1 is not synonymous with commercial competition. We are only interested in the sport itself », he explained to us again.

This is why Red Bull started by helping young people aged 12-13 who were racing karting. The first were Patrick Friesacher and Christian Klien, both of whom would later enter F1. Mateschitz, who always refused for Red Bull to be more than a simple sponsor, soon became the majority shareholder – 51% – of Sauber in 1995. A stake which would rise to 62,5% at the time. of the sale to Credit Suisse nine years later.

Tired of feeling like a mere guest when visiting Grands Prix while at home, the man has new ambitions now that Jaguar Racing is up for sale. He acquired it on November 15, 2004, entrusting the technical direction to Guenther Steiner and the sporting direction to the young Christian Horner (31 years old at the time!) until then at the helm of the Arden team in F3000. ' And, he whispered to us with a mischievous smile, we have our small committee of friends from whom we can ask advice over a good beer: Gerhard Berger, Doctor Helmut Marko and Niki Lauda! »

Dietrich Mateschitz and the faithful Franz Tost celebrate the victory of Sebastian Vettel et Toro Rosso at the 2008 Italian GP, ​​the first for a Red Bull team in F1 / © THIERRY BOVY / DPPI

Road roller in the early 2010s

The first year was a notable success compared to its predecessor, Jaguar Racing. The team occupied 6th place in the constructors' championship for most of the season, and was only beaten at the end by the BAR-Hondas. In a single season, the team accumulated more points than Jaguar in 2003 and 2004, thanks in particular to David Coulthard, who found a second youth after his years McLaren.

On the paddock side, the Red Bull machine is shaking up habits and nothing will ever be the same again: production and printing of the Red Bulletin which is distributed three times per weekend during the Grands Prix, humorous press releases, “Formula Una” with smiles beguilers, Energy Station open to all, etc.

It's a tornado of freshness that hits the Circus! A year after acquiring Jaguar Racing, Mateschitz bought the Team Minardi at 50-50 with Gerhard Berger to make it the junior team of Red Bull Racing. It is also the small Italian structure which will offer him his first success in F1, with Sebastian Vettel at the 2008 Italian GP. Berger withdraws, and he buys his shares.

At the same time, RBR based in Milton Keynes (UK) continues to grow in strength thanks to a partnership with the most promising driving force with Renault. From the 2010 season onwards, the couple became unbeatable, signing four drivers' titles in a row with Sebastian Vettel and as many Constructors' titles.

Unfortunately, relations with the French engine manufacturer deteriorated and, from 2016 to 2018, the power unit was renamed “TAG Heuer”.

Dietrich Mateschitz greets Honda technical director Toyoharu Tanabe after victory Max Verstappen at the 2019 Austrian GP / ©DPPI

Return to the top with Honda

A new era is soon opening with Honda, which culminates in 2021 after Max Verstappen's victory in the World Drivers' Championship at the end of a titanic fight against Mercedes et Lewis Hamilton. The Japanese manufacturer officially leaves the sport at the end of the season but continues to supply complete engines from Sakura.

To exploit them, the team created a brand new engine department, Red Bull Powertrains, which is working in parallel on an in-house engine. This year, Verstappen has doubled the stake, while Red Bull is on the verge of recovering a Constructors' crown which has been denied in Milton Keynes since 2013 and the last title acquired with Vettel.

During all these years, Dietrich Mateschitz has never let go of the helm, constantly keeping himself informed of the activities of his stables. Sensing his end near, it was he who negotiated the entry of Porsche in the capital of Red Bull Technology up to 50% to, he thought at the time, ensure the future of the team. But finally convinced that this alliance would ultimately cause the dissolution of what he had created in the Porsche entity, he changed his mind.

Red Bull Racing will remain free and independent as it always wanted, and has tasked Christian Horner and Helmut Marko with continuing to make it win. It is not only an industrial and marketing group, two F1 teams and a circuit – the A1 Ring which became Red Bull Ring after its takeover – which mourn a friend more than a boss, but the world of racing in its together, as the energizing firm is present at all levels of motor sports.

Because, in his words, “ the fun factor is more important than market share! » He shared this fun until the end, discreetly as he always did.

To his partner Marion Feichtner, to his son Marc, to the members of the Red Bull Racing and AlphaTauri teams, to his many friends in automobiles and sport in general, AUTOhebdo offers its most sincere condolences.