Mercedes-AMG Petronas Motorsport officially launched its 2017 Formula One car, the F1 W08 EQ Power+, during a 100 km Filming Day at Silverstone Circuit. The highly anticipated debut was shared with fans around the world via an innovative 360-degree live broadcast across Facebook, YouTube, and the team’s official website – a testament to the team’s “fan-first” digital engagement strategy.
This marks the world premiere of EQ Power+, the new technology label for all future Mercedes-AMG hybrid performance models. Reflecting the team’s transition into a new hybrid era, the W08’s striking livery features an electric blue visual signature, symbolising the flow of energy and aerodynamic efficiency.
A New Era Begins: W08 EQ Power+ Launch Highlights
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Global 360° Digital Launch from Silverstone’s garages
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First laps completed by Lewis Hamilton and new teammate Valtteri Bottas on the 2.96 km International Circuit
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Introduction of EQ Power+, setting the tone for Mercedes-AMG’s hybrid performance future
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Revolutionary aerodynamic design in response to major 2017 Formula One regulation changes
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Power Unit upgrade: The M08 EQ Power+ Turbo Hybrid, built for increased load and race durability
A Word from the Team
Toto Wolff – Team Principal & CEO, Mercedes-AMG Petronas Motorsport:
“The 2017 regulations were designed to produce the fastest F1 cars in history – more demanding to drive and more thrilling to watch. We believe we’ve taken a strong step in that direction.
“Every rule change is both a reset and an opportunity. Right now, excitement is the dominant feeling within the team – everyone is motivated by the challenge.
“Our new driver lineup, with Lewis and Valtteri, offers a fresh dynamic. It’s a season of unknowns, but we have full faith in the strength of our people to tackle the challenges ahead.”
Ergh, @ValtteriBottas, can you come back now, please? 😅
We think he's having fun out there! #EQPower+ @F1 #F12017 pic.twitter.com/w6D2SvvpTo
— Mercedes-AMG PETRONAS F1 Team (@MercedesAMGF1) February 23, 2017
Driver Reactions
Lewis Hamilton – Three-time Formula One World Champion:
“This is always the most exciting time of the year – seeing the car come together and finally feeling what all the hard work has produced.
“This winter, I’ve trained harder than ever. What’s most inspiring is how hungry everyone in the team still is, pushing beyond expectations despite past successes.
“Our communication is stronger than ever, and I’m ready to build something great with Valtteri.”
Valtteri Bottas – Newest Silver Arrows Driver:
“Joining Mercedes is a huge step in my career – new car, new team, new rules. It’s all new.
“We’ve had a tight timeline, but I feel ready. I’ve trained more than in any previous winter, spent valuable time with the engineers, and I’m eager to get fully up to speed during testing in Barcelona.
“The hard work begins now, and I’m grateful to everyone who brought this car to life.”
READ MORE: All-New McLaren-Honda MCL32 Breaks Cover: Bold Design, New Era, Fresh Ambition
What is EQ Power+?
EQ Power+ is Mercedes-Benz’s new performance hybrid technology label, derived from the company’s “EQ” (Electric Intelligence) brand revealed at the 2016 Paris Motor Show. It stands for a new direction in electrified performance across both Mercedes-Benz and Mercedes-AMG models.
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All future Mercedes-AMG performance hybrids will carry the EQ Power+ designation.
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The visual identity of the W08 EQ Power+ includes an electric blue airflow design inspired by the Concept EQ, linking track and road car technology.
A Radical Technical Challenge: The 2017 Regulations
The W08 EQ Power+ was developed in response to radical changes in F1’s aerodynamic regulations – including wider tires, larger wings, and more aggressive bodywork. The goal: build the fastest Formula One cars ever.
Unlike previous regulatory shifts that limited performance, 2017’s overhaul opened the door to significant aerodynamic freedom:
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Only 17% of the components from the W07 were carried over.
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The new car has undergone over 2,000 wind tunnel runs in Brackley.
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Key focus areas included floor optimisation, barge board geometry, and wing redesign.
This was also the first major regulation shift under the Aerodynamic Testing Restrictions (ATR), limiting tunnel usage to 65 runs per week – pushing the team to innovate within constraints.
The M08 EQ Power+ Engine: Power Meets Durability
The M08 EQ Power+ Turbo Hybrid Power Unit is a comprehensive evolution of its predecessor, designed for:
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Increased physical loads from higher downforce and grip levels
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Higher duty cycles, with cars spending ~10% more of each lap at full throttle
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Improved durability, with only four Power Units per season allowed in 2017
This season’s powertrain sees significant improvements across combustion efficiency, energy recovery, and structural reinforcement – all engineered to meet the demands of modern F1 racing.
Looking Ahead
Mercedes-AMG Petronas Motorsport enters the 2017 Formula One season with a refreshed driver lineup, cutting-edge hybrid technology, and a car designed to push the limits of performance under the most transformative rules in recent F1 history.
From Silverstone to the first race in Melbourne and beyond, the team is prepared to write a bold new chapter in the hybrid era – and the world will be watching.
