How Data Analytics Emerged as a Competitive Advantage for the Mercedes-AMG Petronas Formula One Team

Formula One is one of the most competitive and technology-intensive sports in the world. Data and analytics have become increasingly crucial for F1 teams because of how the sport has evolved over the years. Cars are supplying huge amounts of data through hundreds of channels, and it's up to the teams to make sense of the volume, variety, and velocity of their data for the ultimate competitive advantage. The Mercedes-AMG Petronas F1 Team has been able to implement an advanced digital foundation with data analytics at its core. The team uses sophisticated data collection methods and the most advanced artificial intelligence and machine learning techniques coupled with meticulous strategy, a holistic and unique approach to teamwork, and data-driven culture for a sustained competitive advantage. In 2010, after a 55-year hiatus, the Mercedes-AMG Petronas F1 Team made its return to motorsport racing and to Formula One as a formal constructor--that is, designing, building and racing its cars.