Mercedes Appoint Bradley Lord as Deputy Team Principal with Immediate Effect
Mercedes have confirmed that Bradley Lord has been appointed as Deputy Team Principal with immediate effect, strengthening the senior leadership structure at the Brackley-based Formula 1 team.
Lord will support Team Principal and CEO Toto Wolff as part of the team’s leadership group, taking on a role that Mercedes say reflects the growth of both the organisation and Formula 1 as a whole.
The appointment marks another important step in the evolution of Mercedes’ management structure as the team continues to operate in an increasingly demanding and competitive era of the sport.
A Long-Serving Mercedes Figure Steps Up
Bradley Lord has been part of Mercedes since 2013, when he joined the team as Communications Manager.
Over the years, he has held several senior roles within the organisation, most recently serving as Team Representative and Chief Communications Officer.
That experience has placed him at the centre of Mercedes’ public-facing operations during one of the most successful periods in Formula 1 history.
His promotion to Deputy Team Principal now formalises a position of greater responsibility within the team’s leadership group.
Toto Wolff Explains the Change
Toto Wolff said the move comes as Mercedes continue to manage a larger and more complex operation.
According to Wolff, the scope of the team’s responsibilities has grown significantly alongside Formula 1’s wider expansion, making it necessary to strengthen the leadership structure.
Wolff made it clear that his own role and responsibilities will remain unchanged, but said Lord’s appointment will provide further support at senior level.
He also described Lord as a dedicated and long-serving member of the team who has played an important part in Mercedes becoming one of the most successful organisations of the modern Formula 1 era.
Why This Appointment Matters
At first glance, a leadership appointment may not seem as dramatic as a driver signing or technical change, but in modern Formula 1, management structure matters.
Teams are now large, complex organisations that operate across technical development, race operations, commercial activity, communications, sponsorship, media, and global logistics.
As Formula 1 continues to grow, the demands placed on team principals have also increased.
By appointing Lord as Deputy Team Principal, Mercedes are creating a clearer leadership structure and giving Wolff additional senior support as the team continues to compete at the front.
Lord’s Experience Goes Beyond Mercedes
Before joining Mercedes, Lord had already built up significant experience in Formula 1.
He began his F1 career as a Press Officer with Benetton in 2001 before continuing with the team when it became Renault.
He later served as Senior Press Officer and Head of Communications, gaining experience across different eras of the sport before moving to Mercedes.
That background gives him a deep understanding of how Formula 1 teams operate both internally and externally.
Mercedes Continue to Strengthen for the Future
The appointment comes at a crucial time for Mercedes.
With Formula 1 entering a new era of regulations in 2026, teams are not only focused on car performance, but also on ensuring that their internal structures are strong enough to handle the pressures of a rapidly changing sport.
Mercedes have enjoyed major success in the modern era, but staying competitive requires constant adaptation.
Lord’s promotion suggests that the team are looking to improve efficiency at senior level while allowing key leaders to focus on the areas where they can add the most value.
Final Thoughts
Bradley Lord’s appointment as Deputy Team Principal is a significant internal move for Mercedes.
It rewards a long-serving member of the organisation while also strengthening the leadership group around Toto Wolff.
As Formula 1 continues to grow in scale and complexity, teams are under more pressure than ever to operate smoothly both on and off track.
For Mercedes, this move is about structure, stability, and preparing for the demands of the next chapter in Formula 1.
