MANUFAKTUR takes over Mercedes' F1 team and Austin for U.S. Grand Prix weekend
Mercedes-AMG MANUFAKTUR will wrap the Formula 1 team, both drivers and the city of Austin in its individualization programme for the U.S. Grand Prix weekend of 23-25 October 2026.
- 23-25 October 2026
- Every second vehicle
- 41
- 140
What Happened
Mercedes-AMG MANUFAKTUR is putting itself in the spotlight ahead of the Formula 1 United States Grand Prix. From 23 to 25 October 2026, the individualization programme of Mercedes-Benz will take over the Mercedes-AMG PETRONAS F1 Team and the city of Austin in a holistic 360-degree activation. It covers a broad presence on and beside the racetrack as well as exclusive experience areas at some of the city's best-known locations. The push follows the growing importance of MANUFAKTUR in the U.S., where every second Mercedes-Benz Cars vehicle sold already comes with at least one MANUFAKTUR option.
- A redesigned W17 race car carrying a special MANUFAKTUR livery
- Race suits in each driver's favourite colour from the exclusive MANUFAKTUR palette: steel blue for Kimi Antonelli and vintage blue for George Russell
- A team garage restyled in MANUFAKTUR look for a striking visual statement
- An individualized Mercedes-AMG GT 4-Door Coupé for each driver, matched to the colour of his race suit, for maximum visibility on the drives to and from the circuit
In the team's suite in the Paddock Club, MANUFAKTUR presents guests with the many possibilities of individualization, from colours and materials to tailor-made options. Downtown, the Mercedes-AMG PETRONAS F1 Team's Fan Hub offers an interactive MANUFAKTUR experience: over the race weekend, fans and interested visitors can admire the new Mercedes-AMG GT 4-Door Coupé in various MANUFAKTUR colours and follow the individualization process directly. Combined with the on-track activations, the company says this creates unmistakable, unique brand moments.
- Joe's Coffee and Amy's Ice Cream on South Congress will feature striking facade designs and vehicle presentations
- At Amy's, guests can enjoy special ice cream flavours served in an exclusive MANUFAKTUR ice-cream bowl
- At Tecovas, Austin's leading hat and boot maker, fans and customers can enjoy a MANUFAKTUR mocktail and personalize their own or newly bought hats
- Further vehicle stagings at the W Hotel and at SCHEELS, an adidas sales promotion
- The Mercedes-AMG GT 4-Door Coupé in a wide range of MANUFAKTUR configurations is part of this city-wide presence
Every second vehicle
The U.S. is described as the most important market for MANUFAKTUR.
The takeover of the Mercedes-AMG PETRONAS F1 Team in Austin underlines the growing importance of the individualization programme in the U.S. Earlier this year Mercedes-Benz opened its first MANUFAKTUR Made to Measure Hub in the U.S. at the Mercedes-Benz Studio Los Angeles, only the second location of its kind worldwide after the Center of Excellence in Sindelfingen, Germany. In the hub, customers receive exclusive personal advice on vehicle personalization, exploring the broad choice of materials, surfaces and design combinations together with product experts. The U.S. is the programme's most important market, with every second Mercedes-Benz Cars vehicle sold there carrying at least one MANUFAKTUR option.
The first automobile in the world is built, the starting point of the 140 years of innovation Mercedes-Benz is marking this year
Mercedes-Benz opens its first MANUFAKTUR Made to Measure Hub in the U.S. at the Mercedes-Benz Studio Los Angeles
MANUFAKTUR's 360-degree activation at the Formula 1 United States Grand Prix in Austin, Texas
Previously from Mercedes-Benz
Mercedes-Benz has been marking its 140th anniversary this October: three S-Class sedans named Bertha, Carl and Gottlieb returned to the Mercedes-Benz Museum after more than 65,000 km through 55 countries, headlining a festival for around 15,000 guests. Both drivers in today's Austin activation have also been in the news recently, with Kimi Antonelli qualifying fourth for the Singapore Grand Prix while team-mate George Russell dropped to the back of the grid with a power-unit penalty.
- Mercedes-Benz celebrates 140 years with a 15,000-guest festival and the world premiere of the AMG GT SUV
- Antonelli qualifies fourth for Singapore GP as Russell faces back-of-field start after penalty
Background drawn from MotorClaw's earlier coverage of Mercedes-Benz's official releases.
Why this matters
The activation is a marketing push for the customization programme in its most important market, where Mercedes says every second car it sells in the U.S. already carries at least one MANUFAKTUR option. It puts the personalization business in front of F1 fans and customers both at the circuit and at well-known Austin locations.
Terms in This Story
- MANUFAKTUR
- Mercedes-Benz's individualization programme, through which customers choose colours, materials and tailor-made options for their car.
- Livery
- The paint and graphic scheme that gives a race car its identifying look.
- Paddock Club
- The premium hospitality area at Formula 1 circuits where teams host guests.
Summarised from the linked release; details can be imperfect — always verify against the original source.