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Norbert Haug

Business ist wie Formel 1 - Spät bremsen, früh aufs Gas und nicht aus der Kurve fliegen.



Management, Leadership & Change


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Norbert Haug
Entrepreneur Norbert Haug
  • Norbert Haug mit emotionaler Laudatio über Michael Schumacher | Formel 1 | Motorsport

  • "Mobilitätswende- Fakten sind besser als Fantasie“ | Norbert Haug im Talk mit Philipp Sohmer

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Norbert Haug was Head of Motorsport at Mercedes-Benz for over 22 years. Under his leadership, Mercedes and its partner teams won a total of four Formula 1 drivers' and two constructors' world championship titles between 1998 and 2009. In the DTM, under Norbert Haug's leadership, Mercedes won against renowned works teams such as Audi, Alfa Romeo, BMW and Opel more often than all its competitors combined between 1991 and 2012. Mercedes thus became the winningest brand in the DTM. Of more than 900 races in all major motorsport categories, Mercedes won more than 400 under Haug's management, including more than 80 in Formula 1 and more than 140 in the DTM. Under his direction, the Formula 1 Silver Arrows were launched, winning the Formula 1 World Championship title in 1998 and 1999 with partner McLaren and Mika Häkkinen, and in 2008 with Lewis Hamilton. In 2014, the year after Haug's departure, Mercedes became double world champions with its Silver Arrows factory team with Lewis Hamilton and Nico Rosberg. From then on, the Mercedes Silver Arrows won a total of seven double world championships to date and became the most successful team in motorsport history.


Norbert Haug in an interview on the following topics:

Mobility in transition - Where is the journey heading?

  • Is the private car becoming a discontinued model?
  • Will we soon be driving autonomously?
  • E-mobility as a solution for lower air pollution?
  • Are we footing the bill for the necessary infrastructure?
  • Is the future of the diesel already behind us?

Top performance in the top class - 
Behind the scenes at Formula 1 and the DTM

  • Top performance is only possible if the basis is right
  • You can't dictate teamwork
  • Passion is the accelerator of success


The path to the top - Find your own turbocharger

  • Change is only easy when the going gets tough
  • Only sporting targets create competitive results
  • Only a good role model creates the best results in the team

Leading means going ahead - respect creates success

  • The boss does not have to be able to do everything - but understand everything
  • If you don't have fun, you won't reach your limit
  • Role model as a motivational pill

References & Press

1990 to 2013 Head of Motorsport at Mercedes-Benz

Today Norbert Haug is active as a coach, supervisory board member and as a consultant for medium-sized companies, including a manufacturer specializing in the conversion of automobiles for the disabled.



  • Motor Presse Stuttgart
  • Sports editor "sport auto
  • Head of sports at "auto motor und sport
  • Editor-in-chief "sport auto
  • Chief reporter "auto motor und sport
  • Member of the "auto motor und sport" Editorial Board

October 1, 1990 to March 31, 2013:

  • Mercedes-Benz AG
  • DaimlerChrysler AG
  • Daimler AG
  • Head of Motorsport, from 1999 Vice President


968 races - 439 victories, of which:
328 Formula 1 races (partner teams McLaren
and Brawn GP, factory team from 2010)

  • 87 victories 
  • 4 Formula 1 Drivers' World Championship title wins
  • 2 Formula 1 Constructors' World Championship title wins
  • 288 DTM and ITC races
  • 145 victories 
  • 9 title wins Manufacturers' Championship
  • 13 Team Championship titles
  • 10 title wins Drivers' Championship


Norbert Haug

Presentation types

  • Infotainment

  • Business talk

  • Interview