Lewis Hamilton and Valtteri Bottas were both on official duty today as they proudly took the covers off the car they are hoping will take Mercedes to another constructor's championship and one of them to the 2017 drivers title, the W08.
As hinted at in teaser pics released by the team yesterday, the livery on the new car was electric and didn't disappoint the millions of fans watching on from the Silverstone garages via a live 360-degree broadcast on Facebook, YouTube and the Team's official website - reinforcing the "fan first" approach that has grown Mercedes-AMG Petronas Motorsport's social media community into the sport's largest, at over 14 million people.
The all-new F1 W08 EQ Power+ has been designed to maximize the performance opportunities offered by radically different aerodynamic regulations for the 2017 season which will probably see the new cars become the quickest in the history of the sport - while leaving sufficient scope for an in-season development rate expected to be among the fastest ever in Formula One.
“The new rules for 2017 were designed to make the fastest F1 cars ever through a big increase in aerodynamic performance. They should be more physical to drive and hopefully more spectacular for the fans to watch,” said team boss Toto Wolff. “The proof will come in the opening races but we have probably achieved that target.
"Of course, in terms of relative performance, it's clear that any rule change brings with it a big reset but also a big opportunity. This is the time to stay humble and keep our feet on the ground. None of the teams has raced under these rules and we all have the same points right now: zero.
"But the dominant feeling in the team right now is one of excitement - the factory is buzzing with anticipation. It has been a really motivating challenge to develop a brand new car concept and I have never seen our determination to succeed higher than it is right now.
"Of course, we had a curve ball from Nico late last year that left us scrambling a little bit in the winter. But we found a great solution with Valtteri and I am sure that he will form a strong partnership with Lewis. They have both been working hard in the factory with the technical teams and, although we have a different dynamic to manage than in recent seasons, I don't expect the competition between them to be less intense. And that's how we like it.
"This year, in-season development will play a big role in determining the championship outcome. None of us know where we will stand at the first race but I am confident that, whatever that position is, we have the people and the capability to deal with every challenge that comes our way. This will be the season where our full works team can show its true strength."