In the last two years much has been made of Red Bull Racing and the way they go about their business, how they’ve brought new life to the paddock with their easy-go-lucky style. The team has adopted a laid back approach in an attempt to win over the younger F1 viewing audience and sell more cans of their energy drink in the same way Toyota F1 remain a serious corporate entity in an effort to sell medium sized family cars.

On a deeper level Red Bull has shown it is willing to do what is needed to get to the front of the grid, and while many initially believed the team wouldn’t be serious about its Formula One adventure a strong 2005 season and aggressive engineer poaching strategy in 2006 left none in doubt that Red Bull Racing is in this sport to win.

So on one hand the team is displaying a vibrant youthful facade while behind closed doors it is gathering the best and brightest minds in an attempt to be number one. This Googlesque outlook may be set to change though, could Red Bull Racing be planning to turn itself around?

Rumours of an overhaul of the teams image have been doing the rounds recently and with the dropping of the young Austrian Christian Klien it’s a sign that Red Bull Racing may be changing the way it runs its primary F1 operation. It would be an interesting strategy if it turns out to be true, and I think a positive one. While I don’t think the team will be turning into McLaren any time soon I believe it would be a waste of time and energy to try and make the team appear as something it’s not. With veterans David Coulthard and Mark Webber being the stars of the team it could be worthwhile reshaping the team in their image for the time being; Serious, hard working guys who want to win. They’re not adverse to fun and are very open with the press, walking-talking corporate press releases they are not, however forcing them to become “cool” wouldn’t be an appropriate move considering their ages and personalities.

Red Bull is lucky to also own 50% of Scuderia Torro Rosso, who with Scott Speed and Tonio Liuzzi most probably filling the team again in 2007 they have an avenue to attack the younger F1 market while focusing on the main business of winning with their #1 team.

PR aside, Red Bull Racing will very likely be offering the F1 world a technical blast of fresh air in the next 10 days as they launch the RB3. The lack of rule changes has left most of the top teams settling on a design evolution path in 2007, most of the “new” cars look very similar to their 2006 challengers. It’s very safe to assume the RB3 will look nothing like its predecessor and that could just be what the F1 world needs in what has so far been a dull launch season. It’s an image change I am most looking forward to.