Formula One: BMW Sauber - Strategic Dilemmas

BMW sauber has never had it so good in formula one, a first win in Montreal magnified by a first ever one-two as well. Second in the manufacturer's championship with 74 points in the bank, only 17 behind the mighty Ferraris and streets ahead of Mclaren mercedes.

Things look bright for the upcoming pecking order challenger. That's until you factor into account the 2009's rule changes and the introduction of K.E.R.S. implies team must now invest in the development of their package for next season if they are to remain competitive.

However last week at Magny Cours, word around the paddock had it BMW's executive were not rolling that easily with the idea of cutting R&D efforts on the F1.08 so as to focus on the development of the F1.09

A dilemma full of consequences, the choice is simple, either focus on the F1.08 in the hope of mounting a David Vs. Goliath onslaught for the manufacturer's crown this year. Goliath being the untamable beast of a car that Ferrari has produced in the shape of the F2008 of course.

Or

Start putting resources: money, people, capital and the likes into the F1.09 for a) to remain competitive b) mount a pure challenge from one end to the other c) follow a long term development structure to allow drivers and teams alike to work towards victories and success in both championships

I personally believe BMW should not even think twice, the choice is clear cut the F1.09 development is so much more important than aiming to get the F1.08 on level with say the F2008 which let's face it is a task next to impossible. Hoping for Ferrari or its drivers to drop their game would be a strategic fallacy that would spell the end of BMW in the big league. Furthermore winning in Montreal is enough considering the German squad premised on a victory this year as part of its strategic plan.

Yet things are not as simple as they seem!

KUBICA

Recent rumours have linked the Pole driver to Ferrari in 2010. But why would Robert Kubica want to leave BMW when it is clear this team has the potential to go on and beat Ferrari and Mclaren. Money could be an answer, then again may be not. The fact BMW's executives are still debating as to which course of action to take speaks volumes as to which strategic option is favoured. Kubica would clearly not leave the squad if he felt this year he would have the car to crush his way through to a first ever driver championship crown. However if the team decides to aim for that and relegates R&D into the F1.09 then it is all the more understandable for the Pole driver to look beyond BMW and start pitching for a candidacy as no:2 driver at Ferrari; because what kind of champion in their right frame of mind would want to stay at a team that does not invest early on to develop a car with regards to 2009 rule changes; such strategy would be both dangerous and ignorant of a long term objective to be in the league of Ferrari and Mclaren.

HEIDFELD

Nick Heidfeld's season has been disappointing to say the least, outpaced by team mate Kubica; being called to retire with the possibility of Alonso replacing him in 2009; Heidfeld has lost touch with the standard he was expected of at the squad. Despite a second place in Australia and Montreal to advocate in his corner. The German driver has failed to produce the performance worthy of a number one driver, worse Kubica has practically outdone him on every race except Melbourne. Nick stands fifth in the driver's standing on 28 points 18 behind teammate Kubica. With three GP where he did not even finish in the points and no victories this year, only a turn of fate could potentially help him; it would advocate the yay sayers who wants money pumped into the development of the F1.08 instead and see how things go for 2009.

Where do we go from here:

Say BMW decides to invest in the F1.08 and bids for time for development on the F1.09, say by doing so Kubica is able to win the driver's championship this year, I doubt he would want to stay with a team that has put so much for one single season and left little or rather started late to develop the next package for seasons to come.

Where the resources are going at BMW is entirely their responsibility. Mario Theissen has so far done an amazing job buying into the Sauber squad three years ago and with BMW funding made this joint venture both a personal success but also has planted the seeds for the next wave of leadership in formula one.

Let's just hope BMW's eagerness for silverware does not override its longterm strategic plan, and that this season will go down as a stepping stone from which hopefully the BMW Sauber squad will be able to raise their game.

Alex