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Norbert Haug
Norbert Haug
Norbert Haug
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Norbert Friedrich Haug (born 24 November 1952) is a German journalist and the former vice president of Mercedes-Benz motorsport activity, including Formula One, Formula 3 and DTM. Under his direction, Mercedes-Benz enjoyed considerable success in all categories, winning multiple races and championships.

Key Information

Journalist

[edit]

Haug worked for the Pforzheimer Zeitung newspaper in his home town of Pforzheim as a volunteer, before joining them as a trainee journalist. He then moved on to the publishing house Motor-Presse-Verlag in Stuttgart, which was part of the Gruner + Jahr group, where he became head of motorsports for Auto, Motor und Sport magazine before becoming its deputy chief editor in 1988.

While busy pursuing a career in journalism, Haug also raced cars, including the 24 Hours Nürburgring where he finished second in 1985. He also took part, like many people involved with Formula One, in the Porsche Carrera Cup. In 1986, was given the opportunity to privately test a Williams F1 car.

Motorsports

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Mercedes-Benz

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Haug together with Bernd Schneider (left) and Dieter Zetsche (right) in 2008

Haug joined Mercedes-Benz in 1990, with a brief to revive their motor sport credentials.

Sports car racing, Deutsche Tourenwagen Meisterschaft/International Touring Car Championship and Deutsche Tourenwagen Masters

[edit]

Haug maintained Mercedes presence in Group C and later in the DTM and International Touring Car Championship. Early successes included Klaus Ludwig winning the DTM drivers title in 1992 and 1994, and Bernd Schneider winning both the DTM and ITC drivers titles in 1995. In 2000 Haug and Mercedes were instrumental in the relaunch of Deutsche Tourenwagen Masters.

Formula One

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Under Haug's direction, Mercedes-Benz re-entered Formula One after almost 40 years. In 1993 Haug negotiated a partnership with Peter Sauber, with engineering assistance which resulted in Sauber team cars having the words Concept by Mercedes-Benz on their engine bay flanks. In 1994 Haug negotiated Mercedes-Benz entry to the CART championship, and the Sauber-Mercedes cars were now officially powered by Mercedes-Benz badged engines, developed by the company's development arrangement with United Kingdom based manufacturer Ilmor.

After the serious accident at the Monaco Grand Prix which resulted in injury to Karl Wendlinger, and with Team McLaren looking for a new engine supplier, Haug negotiated Mercedes-Benz partnership with McLaren from the 1995 season. In 2009, it was officially announced that Daimler AG in partnership with Aabar Investments had purchased a 75.1% stake in Brawn GP (Daimler AG: 45.1%; Aabar: 30%). Under Haug's leadership, the team was rebranded as Mercedes GP for 2010. The team used the Brawn GP base in Brackley for its operations and Brawn stayed on as team principal until the end of the 2013 season. On 13 December 2012, it was announced that Haug would leave his role and the company at the end of 2012.[1]

Dodge

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NASCAR

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Apart from Mercedes-Benz motorsport Vice Presidency role, Norbert Haug was also played the key role of brought back Dodge brand to NASCAR Winston Cup Series in 2001 with an Intrepid model and also the development of Dodge R5P7 V8 engine. In the same year Haug recommended Dodge to partner with Bill Davis Racing, Chip Ganassi Racing with Felix Sabates, Evernham Motorsports, Petty Enterprises and Melling Racing teams and later expanding to Penske Racing team in 2003.

Personal life

[edit]

Haug is married, with one daughter.[citation needed]

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Norbert Haug

View on Grokipedia
from Grokipedia
Norbert Haug is a German journalist and former motorsport executive best known for his 22-year tenure as Vice President of , during which he led the company's return to and oversaw more than 60 international championships across various series. Born on 24 November 1952 in Engelsbrand-Grunbach, , Haug combined a passion for with professional early in his career, eventually transitioning into one of the most influential roles in global motorsport. Haug's professional journey began in local journalism at the Pforzheimer Zeitung before he joined Motor-Presse-Verlag in , where he rose to become head of motorsports coverage for the prominent magazine auto motor und sport, later serving as chief reporter and deputy by 1988. During this period, he also pursued amateur , including a second-place finish at the 24 Hours of in 1985. In October 1990, Haug joined as Head of Motorsport, a position he held until the end of 2012, transforming the brand's involvement in high-level competition. Under Haug's leadership, engines powered victories, including four drivers' world championships—Mika Häkkinen's back-to-back titles in 1998 and 1999 with , Lewis Hamilton's 2008 triumph, and Jenson Button's 2009 win—along with three constructors' titles between 1998 and 2009, amassing 87 Grand Prix victories from over 320 starts. He spearheaded the acquisition of the team in 2009, rebranding it as the Mercedes in 2010, which later dominated the starting in 2014, though after his departure. Beyond F1, Haug's oversight extended to the (DTM), where Mercedes secured 145 race wins and established itself as the series' most successful marque, as well as victories in endurance racing like the Indianapolis 500. In total, his era at Mercedes encompassed over 900 races, resulting in more than 400 wins. Since leaving Mercedes, Haug has served as a for Paravan , specializing in vehicle adaptations for people with disabilities, and as a motorsport commentator for German broadcaster ARD, focusing on DTM coverage since 2014. He remains active in industry discussions, including advocacy for sustainable fuels through the eFuel Alliance, and is a sought-after speaker on and in .

Early Life and Journalism

Early Life

Norbert Friedrich Haug was born on November 24, 1952, in Engelsbrand, a locality near in , . Haug grew up in the area, a region steeped in automotive heritage due to its proximity to , home of and other major manufacturers, which provided early exposure to the industry's innovations and culture. From childhood, Haug harbored a deep passion for automobiles and , interests that shaped his formative years and would later influence his path.

Journalism Career

Norbert Haug began his career at the Pforzheimer Zeitung in his hometown of , where he initially volunteered before taking on a trainee role. He then transitioned to automotive and reporting at Motor-Presse-Verlag in , joining the specialist publication Auto Motor und Sport as head of the sports department, later advancing to chief reporter and deputy editor-in-chief. In 1985, Haug was appointed editor of Sport Auto, one of Germany's leading monthly motorsport magazines, a position he held for two years and during which he shaped content on racing series and automotive technology. During this period, he also pursued amateur racing, including a second-place finish at the 24 Hours of in 1985. He subsequently returned to Auto Motor und Sport in 1988 as deputy chief editor, exerting considerable influence on the German automotive media landscape through editorial direction on high-profile coverage of international events and industry developments. Haug's tenure at these publications established his reputation through detailed reporting on key races and vehicle evaluations, including tests of that highlighted technological innovations in the sport.

Motorsport Career

Mercedes-Benz in Endurance and Sports Car Racing

Norbert Haug was appointed Head of Mercedes-Benz Motorsport on October 1, 1990, tasked with revitalizing the brand's racing efforts across multiple disciplines. His early tenure focused on the ongoing program, where Mercedes-Benz partnered with Team Sauber to field the C9 and subsequent prototypes powered by a purpose-built 5.0-liter emphasizing reliability and efficiency for long-distance events. The C9 had secured a dominant victory at the 1989 , marking Mercedes-Benz's return to triumph after a 37-year absence, and Haug oversaw the program's continuation into 1990. Haug also oversaw Mercedes' entry into American open-wheel racing through a partnership with Penske Racing and Ilmor Engineering. In 1994, this collaboration yielded a historic victory at the Indianapolis 500 with Al Unser Jr. driving the Mercedes-powered Penske PC-23, marking the brand's first win at the event since 1939. Under Haug's leadership, the Sauber-Mercedes C11 dominated the 1990 World Sportscar Championship, securing six wins out of eight rounds and clinching both the constructors' and drivers' titles for Jean-Louis Schlesser and Mauro Baldi, who shared the driving honors. This success highlighted Mercedes-Benz's advanced engine development, with the V8 producing over 750 horsepower while adhering to Group C's fuel-efficiency regulations, allowing the team to outpace rivals like Jaguar. Following the dissolution of Group C in 1993, Haug shifted resources to the emerging FIA GT series, forging a key partnership with AMG for prototype development and entering the GT1 class in 1997 with the CLK GTR, a mid-engined supercar featuring a 6.0-liter V12 engine derived from endurance racing technology. The CLK GTR program exemplified Haug's strategic approach to resource allocation, as he directly initiated the project by coordinating with AMG founder Hans-Werner Aufrecht during testing phases, enabling to challenge and in high-stakes GT1 competition. In its debut season, the CLK GTR secured 4 victories in the 10-race FIA GT1 season, clinching the constructors' championship and demonstrating the effectiveness of 's for sustained power output over endurance distances. The following year, the evolved CLK-LM variant claimed the drivers' championship for and , underscoring Haug's emphasis on technology transfer from endurance programs to enhance aerodynamics and reliability across series, including brief synergies with engine development. Despite setbacks like the 1999 entry with the CLR prototype, which suffered aerodynamic failures leading to multiple flips, these efforts solidified 's reputation in during the .

Mercedes-Benz in Touring Car Series

Under Norbert Haug's leadership as Vice President of Motorsport since 1990, the company achieved significant success in through its AMG division, particularly in the German series that evolved from the (DTM) to the International Touring Car Championship (ITC) and back to a revived DTM format. entered the original DTM in 1988 with the 190 E 2.5-16, securing early victories and titles, including drivers' championships for in 1992 and 1994 with the Evolution II variant, which featured enhanced and a 3.2-liter inline-four producing around 370 horsepower. Bernd Schneider also emerged as a key talent, winning the 1995 DTM title in the C-Class, which dominated with superior handling from its independent rear suspension and a detuned adapted for regulations. Following the 1995 split into parallel DTM and ITC series, Mercedes shifted focus to the international ITC in 1996, where the C-Class continued its dominance amid rising costs that led competitors like and to withdraw, effectively ending the ITC after that season. Haug oversaw the strategic withdrawal from touring cars during the 1997-1999 hiatus, as the high-development expenses of silhouette-bodied cars prompted a regulatory overhaul to create a more sustainable series. The revived DTM launched in 2000 with cost-capped silhouette vehicles based on production models, allowing Mercedes to return with the AMG Mercedes CLK, featuring a newly developed 4.0-liter naturally aspirated delivering approximately 470 horsepower and a lightweight carbon-fiber chassis for improved rigidity and weight distribution. This adaptation emphasized reliability over extreme power, aligning with Haug's broader strategy to balance competitiveness and financial viability in European motorsport. In the new DTM era, AMG Mercedes teams excelled, with Schneider securing back-to-back drivers' titles in 2000 and 2001, the latter seeing Mercedes claim 10 of 16 race wins through a lineup including Ludwig in third place overall. The CLK's V8 innovations, including advanced and , contributed to 30 victories between 2000 and 2003, while manufacturers' titles followed in those years. Schneider added further crowns in 2003 and 2004 with the updated CLK-DTM, and the program peaked again in 2010 when won the drivers' championship in the C-Class, securing nine race victories and the manufacturers' title with a refined 4.0-liter V8 producing up to 500 horsepower and enhanced aerodynamic packages for better . Under Haug, Mercedes amassed 32 DTM titles overall, underscoring the program's evolution from ITC-era excesses to a dominant force in sprint-format .

Mercedes-Benz in Formula One

Norbert Haug played a pivotal role in 's re-entry into in 1993, negotiating the partnership with Engineering to supply engines for the Sauber team, marking the brand's return to the series after a 30-year absence. The -built engines debuted in the 1994 chassis, achieving promising results with 12 points scored that season despite initial reliability concerns. By 1994, the engines were officially badged as , powering Sauber to occasional podiums, including Heinz-Harald Frentzen's third place at the . In 1995, Haug orchestrated the shift to a long-term engine supply deal with , replacing Ford-Cosworth power and initiating a highly successful 20-year collaboration. Under this partnership, Mercedes engines propelled to drivers' championships in 1998 and 1999, with Häkkinen securing seven wins in 1998 alone amid intense rivalry with Ferrari. The duo also clinched the 1998 constructors' title for , their first since 1991, demonstrating the engine's superior power and integration. Further successes included Lewis Hamilton's 2008 drivers' title and the 2009 constructors' championship with , which utilized Mercedes engines. In 1999, acquired a 40% stake in , gaining greater control over engine development and team strategy to solidify their . Haug emphasized the move as a commitment to long-term excellence, allowing closer collaboration on innovations like the V10 engine's refinement for the 3.0-liter era. By the early , Mercedes had fully integrated , enhancing engine reliability—solving early-season issues in 2004 that had hampered 's starts—and achieving greater durability under the 2006 V8 regulations. Facing the 2009 financial crisis and Honda's withdrawal from F1, Haug led the strategic acquisition of a 75.1% stake in , transforming the 2009 world champions into Mercedes Grand Prix for a 2010 debut. This move ended the equity tie but retained engine supply, positioning Mercedes as a full constructor amid regulatory shifts like the refueling ban. To bolster the lineup, Haug facilitated the signing of seven-time champion alongside , viewing it as a high-profile return to competitiveness despite the team's nascent status. Haug described the shakedown as emotionally charged, evoking memories of past collaborations. The 2010 season brought challenges, including the MGP W01's underperformance due to aerodynamic shortcomings and the transition to a structure, resulting in only three and a seventh-place constructors' finish. Schumacher's return yielded just one , hampered by car issues rather than driver error, as Haug maintained a long-term focus amid criticisms. Haug responded strategically by prioritizing engine reliability upgrades and resource reallocation, laying groundwork for future dominance while navigating FIA scrutiny on customer-supplier dynamics. These efforts briefly referenced synergies with Mercedes' DTM program for hybrid tech insights, aiding F1's 2014 power unit evolution.

Involvement with Dodge and NASCAR

During the DaimlerChrysler era from 1998 to 2007, Norbert Haug, as vice president of Mercedes-Benz Motorsport, maintained close ties with 's NASCAR operations as part of the group's overall motorsport strategy. He personally drove a stock car at to experience oval racing firsthand and stayed in regular contact with the Dodge NASCAR team to support their efforts in the Winston Cup Series. Haug's involvement included strategic oversight for Dodge entries, such as testing and development support for their return to top-level . This encompassed collaboration on vehicle preparation and performance optimization for teams like , contributing to Dodge's competitive push with models like the Intrepid. A key event under Haug's purview was the transition of driver from the Mercedes-powered team to Chip Ganassi Racing's Dodge entry in the Nextel Cup Series. Haug directly supported the move, informing Montoya of Mercedes' backing and stating, "We believe that Juan Pablo's decision to move to is very important for him professionally and we will give him every support to ensure his success in his new challenge." These activities formed part of broader expansion initiatives for DaimlerChrysler , linking Mercedes' expertise to Dodge's American programs, including the Viper's endeavors, while Haug emphasized lessons from NASCAR's high-speed oval dynamics to inform Mercedes' global approaches.

Later Career and Legacy

Retirement from Mercedes

On December 13, 2012, announced that Norbert Haug would step down as of at the end of the year, concluding a tenure that spanned more than 22 years. The decision came as his contract reached its natural conclusion, reached through mutual agreement with the Daimler AG Board of Management. Haug had assumed the role on October 1, 1990, overseeing the brand's extensive programs during a period of significant evolution in the sport. Haug remained actively involved through the close of 2012, ensuring continuity in ongoing projects such as the team's participation in that season's championship, which included a single victory at the . Preparations for the 2013 season proceeded as planned under his guidance until his departure. His responsibilities were handed over to successor , who was appointed as Executive Director of Motorsport on January 21, 2013, tasked with coordinating all motorsport activities moving forward. This transition marked the end of Haug's direct executive oversight, allowing Wolff to build on the established framework from the outset of the new year. In reflecting on his tenure, Haug expressed gratitude for the "tremendous achievements and wins" across 's endeavors, emphasizing the collaborative efforts that drove success. Under his leadership, secured six world championship titles and 87 Grand Prix victories, alongside 32 titles in the (DTM), where the brand claimed 54% of all available championships since 1992. Overall, teams contested 986 races in series including , Champ Car, GT, , and Formula 3, achieving 439 victories—a 45.4% win rate that underscored the program's competitive prowess. Dr. , then Chairman of the Board of Management, praised Haug as "the face of the programme for more than 20 years," crediting him with orchestrating the ' successful return to .

Post-Retirement Activities

Following his retirement from Mercedes-Benz in 2012, Norbert Haug transitioned into roles as a , coach, and , leveraging his extensive expertise to advise companies and participate in public engagements. He serves as a for various firms, including Paravan , a manufacturer specializing in vehicle adaptations for people with disabilities, and acts as a member for medium-sized enterprises in the automotive sector. Haug is also engaged as a expert commentator for ARD, providing analysis for DTM broadcasts since spring 2014. As a keynote speaker, Haug delivers talks on , , strategic under pressure, and the future of mobility, including e-mobility and autonomous , at events such as strategy days, executive forums, and automotive conferences. He is represented by platforms like Expert Marketplace and the London Speaker Bureau, where he participates in panel discussions, infotainment sessions, and moderated interviews tailored to and audiences. Haug has contributed to media projects, including an appearance in the 2023 series Brawn: The Impossible Formula 1 Story, where he provided insights as the former head of Mercedes Motorsport on the team's involvement in during the late 2000s. In interviews, he has offered opinions on contemporary issues, such as in a February 2024 discussion with Pforzheimer Zeitung and dpa, where he described the absence of races in as unlikely to change soon due to high entry fees in the double-digit millions, insufficient state subsidies compared to other nations, and a cultural tendency among some to demonize automobiles, deterring potential sponsors. He argued that an investment like Baden-Württemberg's proposed €20 million for a Hockenheim event could yield €50 million in economic turnover and €10-12 million in tax revenue, yet political and societal barriers persist. In October 2023, Haug criticized aspects of DTM governance, calling for an outright ban on private testing to curb escalating costs and enhance race competitiveness, drawing parallels to Formula One's simulator-only approach. He highlighted that top teams conduct over 10 test days per season at €40,000+ per day, consuming 40+ tyres each time for qualifying simulations, contributing to a €400,000 annual testing expense per team within a €1.4 million per-car budget, while raising sustainability issues from tyre and fuel burn. Haug proposed complementary measures like shortening practice sessions and races to 50 minutes from 60, and reducing equipment requirements to potentially cut budgets by 30%. In a March 2025 interview with , Haug reflected on Mika Häkkinen's DTM legacy, recounting how the two-time champion approached him in 2004 for a racing opportunity, leading to Häkkinen's successful 2005 return with , including a debut win at Spa-Francorchamps in his third race. Haug emphasized Häkkinen's enduring impact on the brand's motorsport heritage, noting his role in revitalizing interest in the series post-Häkkinen's retirement. Later in 2025, Haug continued his commentary role, criticizing Max Verstappen's clash with George Russell at the in June, stating he was "blown away" by the incident. In August, he participated in a at the . In October, Haug expressed doubts about Mercedes' prospects for remaining competitive in the second year of new regulations.

Personal Life

Family

Norbert Haug has been married to Susanne Haug since at least the late , with their union enduring throughout much of his career. The couple has one daughter, Isabel Haug, who has publicly supported her father by attending high-profile events with him, including charity galas and gatherings during his time at . Haug and his family reside in the Stuttgart area, which facilitated his work-life balance amid the demands of his role in management.

Interests and Associations

Norbert Haug has a longstanding passion for classic cars and automotive history, often reminiscing about historic races and personally driving vintage models during his time in . This enthusiasm extends to attending prestigious events such as the Classic Days at Schloss Dyck, where he has participated in autograph sessions and discussions on heritage as a VIP guest. His involvement in such gatherings underscores a commitment to preserving the legacy of racing, including appearances at the Motorworld Mobility Days, which celebrate classic vehicles and mobility innovations. Haug maintains close personal associations with prominent drivers from his career, notably , whom he has described as an "old friend" known for his empathy and motivational presence within teams. In reflections on Schumacher's character, Haug highlighted how the seven-time world champion remembered team members' birthdays, motivated mechanics, and fostered a positive environment, traits that Haug observed firsthand during their collaboration at Mercedes. Similarly, Haug shares a longstanding relationship with , having supported the Finn's two world championships through Mercedes' engine supply to and later facilitating Häkkinen's DTM comeback in 2005. Haug once revealed secret negotiations aimed at pairing Häkkinen with Schumacher as teammates in 1999, illustrating the depth of his professional and personal ties to these drivers. Post-retirement, Haug has engaged in heritage activities, including charitable and preservation efforts tied to his expertise, such as consulting for companies specializing in automobile adaptations for the disabled, which aligns with broader initiatives in automotive . His lifestyle remains rooted in , where he resides and continues to contribute to the nation's community through travel for speaking engagements. As a sought-after , Haug delivers talks on leadership and at executive events, automotive congresses, and days across , often drawing on his experiences to inspire audiences on success in sport and business. These pursuits reflect how his early fascination with automotive subtly shaped his career trajectory toward management.

References

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