‘We’ll go through fire’: Inside Mercedes F1 team culture with Toto Wolff’s trusted lieutenant Bradley Lord

Mercedes chief communications officer Bradley Lord, a key figure in the Brackley squad since 2011, has witnessed the transformation of Mercedes-AMG Petronas Formula 1 Team into one of the most dominant forces in Formula 1 racing history.

Over 14 seasons, Lord’s role has evolved well beyond traditional communications, establishing him as one of the most trusted voices alongside Mercedes F1 team principal and CEO Toto Wolff.

Bradley Lord’s evolving role in Mercedes F1 and leadership during race weekends

Lord’s day-to-day responsibilities go far beyond shaping Mercedes F1’s public image. As an official team representative, he frequently stands in for Toto Wolff during Formula 1 race weekends, appearing on television broadcasts and managing crucial relationships with partners, media, and rival teams.

Asked if he’s Wolff’s right-hand man, Lord joked:

“On the left-hand side, standing in the garage so, from a pure technicality point of view, maybe not! But there’s a group that works very closely with Toto, and I’m lucky enough to be part of that, along with James Allison, Andrew Shovlin, and Ron Meadows at the track. We’re in constant dialogue about the race weekend and how it’s going.”

This constant communication involves providing real-time situational awareness during Grands Prix — monitoring competitor teams’ radio communications and stepping back from immediate decisions to support the bigger strategic picture.

“My role is really supporting the team and supporting Toto in the external representation of the organization,” Lord explained. “The demand to talk about what we do now outstrips the availability of one or two people to do that.”

Bradley Lord’s role in Mercedes young driver development program

Lord is also deeply involved in Mercedes’ Formula 1 young driver program, collaborating with driver development advisor Gwen Lagrue to nurture emerging talents like George Russell and Kimi Antonelli, securing the future of Mercedes F1’s competitive edge.

Mercedes F1’s sustainability journey and Bradley Lord’s passion for carbon net zero by 2030

In recent years, Lord has developed a strong passion for sustainability in Formula 1, actively steering Mercedes toward its ambitious goal of becoming carbon net zero by 2030. The team achieved a significant milestone in 2024 when its European fleet operated almost entirely on HVO100 biofuel, achieving 98% coverage.

Lord shared:

“It’s an area that is met with skepticism in some quarters, and that makes it all the more rewarding to work in. We set the objectives of being pioneers and leading that charge within the F1 community.”

Mercedes has focused on cutting emissions across transport and logistics in Formula 1, while rivals such as McLaren emphasize circularity and sustainable materials. Despite the competitive nature of F1, Lord notes sustainability as an area where teams collaborate extensively.

“As a sport, we’re all conscious that we’re only as strong as our weakest link,” he said. “Supporting the whole sport by sharing the learning we’ve built up with other teams, F1, and the FIA is something we’re actively engaged in.”

Looking forward to the 2026 Formula 1 power unit regulations, which combine internal combustion, electric components, and advanced sustainable fuels, Lord sees a huge opportunity for F1 to lead the global conversation on clean technology.

Team culture, loyalty, and the future of Mercedes F1 according to Bradley Lord

Reflecting on his 14-year tenure with Mercedes, Lord emphasized the team’s resilient and loyal culture — forged through both victories and setbacks.

“There’s a real bond of loyalty and having each other’s backs in a way that we will go through fire for our teammates to achieve the objective,” he said. “The winning and everything else are lovely experiences, but sharing that road with people you trust completely and who aren’t afraid to hold you to account — that’s the special bit of being part of the team.”

Despite being a sought-after figure in Formula 1 communications and media relations, Lord has no plans to leave Brackley.

“It very much feels that way, I have to say,” he admitted when asked if Mercedes was his forever home. “It’s very, very hard to think of walking through different doors or putting on a different shirt.”

His focus remains on helping Mercedes return to the front of the grid and ushering in a new era alongside Russell and Antonelli.

“It’s really exciting to go into next year with that homegrown lineup and to start to see how they perform and deliver as a teammate pairing,” Lord said.

For Lord, the privilege of working in Formula 1 never fades.

“I think it’s important never to lose sight of that privilege, and never to lose the sense of wonder that you had the first time you walked into a paddock,” he concluded. “The day you lose that is the day it’s time to go do a different job in a different industry.”

Stay tuned to Race Sundays for exclusive insights into Formula 1 team culture, behind-the-scenes stories, and profiles of F1’s key figures like Bradley Lord and Toto Wolff.

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