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Force India is set to stick with its current name for the 2018 Formula 1 season, despite reports of the team being near a takeover deal. Last year, seniors at the Silverstone-based squad outlined a desire to change the company's name in order to appear more commercially appealing.
While it was speculated over the winter whether such a re-branding would take place or not, there were reports leading up to the Australian Grand Prix that a British energy drink firm was close to taking over Force India.
However, those suggestions were confirmed to be false, and now deputy team principal Bob Fernley says that a renaming situation must be handled carefully: "It’s a shareholders’ decision, and they’ve got to take their time to get it right," he told Autosport.
"They’ve got to decide where they want to go and how they want to position it. It’s not something that you should be doing as a five-minute decision. Force India had a very clear brand objective when it was launched, and today it’s a recognised brand within F1. So whatever you do for the future has to be really measured and well thought out going forward.
“There’s got to be a good reason for wanting to do it, and that has to come from the shareholders. It could happen in five years’ time, it could happen in 10 years’ time. I just don’t think it’s an important element."
Fergal Walsh
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