Ferrari optimistic in Italy, realistic abroad: how communication changes

Ferrari optimistic in Italy, realistic abroad: how communication changes. An analysis of Ferrari’s communication.

In Italy, F1 is primarily mediated by the television broadcaster SkySport F1 Italia, which, more than any other media outlet, serves as the perfect link between the teams—particularly Ferrari—and the fans. Most Italian viewers rely on Sky and its professionals to learn everything that happens during a race weekend and to hear, in real time, the reactions of drivers and team principals at the end of each session, whether it be practice, qualifying, or the race.

Thus, at the end of the Chinese GP, Charles Leclerc, even before being summoned by the stewards and receiving a disqualification, spoke to SkySport Italia’s microphones. During the interview with Mara Sangiorgio, the Monegasque driver expressed his belief that he could have fought for victory. “The win was within reach, the pace was really very good, but with that damage, it was difficult to do better.”

Is Ferrari adopting a different communication strategy between Italy and abroad?
In other words, Charles Leclerc’s statements suggest a strong sense of optimism within Ferrari (disqualification aside). But this raises a dilemma. The same Charles Leclerc was also interviewed by F1 TV, the international broadcaster and official television of F1. However, his statements there were slightly different and had a much more realistic tone.

“The race pace was really, really good. On the other hand, it’s a shame because we weren’t able to fully capitalize on it. What we’re missing right now is qualifying pace to start further ahead,” explained Ferrari’s number 16. But when asked about expectations for the Japanese GP, his response was anything but optimistic.

“Where do you think Ferrari stands at the moment? And what are your expectations for Japan?”
“At the moment, we’re not in a good position. We’re too far behind, especially compared to McLaren, in qualifying. In qualifying, we saw where we are: three-tenths behind McLaren. In the race, the pace is similar. But we can’t perform miracles when we start three or four positions behind. We need to improve.” This was Charles Leclerc’s response, significantly different from what he told Mara Sangiorgio.

Is this just a coincidence, or is Ferrari trying to convey optimism to Italian fans while maintaining a lower and more realistic profile with foreign media?