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Norbert Haug

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Business is like Formula 1 - braking late, hitting the gas early and not flying out of the bend.

Norbert Haug, former Motorsport Chief of Mercedes-Benz, is an expert in High Performance Leadership. With over 22 years of experience, he led the company to more than 400 race victories worldwide and left a lasting impact on the history of motorsport. His speeches on strategic leadership under pressure captivate audiences with practical insights and gripping motorsport stories that seamlessly translate to business and corporate management. As a strategist and team leader with experience in high-pressure environments, he is the ideal keynote speaker for leadership, decision-making, and high-performance teams at strategy days, executive events, sports business forums, and automotive congresses. Book Norbert Haug now and experience leadership from the pit lane for your business.

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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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Vita

High Performance Leadership: Norbert Haug – The Mastermind Behind the Mercedes Motorsport Era

Norbert Haug is one of Europe’s most successful motorsport managers and served as Head of Motorsport at Mercedes-Benz for over 22 years. Under his leadership, the brand made motorsport history—with more than 400 race victories worldwide, legendary Formula 1 World Championships, and the establishment of Mercedes as a dominant force in the DTM.

Strategic Leadership Under Pressure – Motorsport as a Management School

Whether in Formula 1, DTM, or international racing, Norbert Haug led Mercedes to the top with clear direction, strategic foresight, and strong team orientation. In partnership with teams like McLaren, he helped drivers such as Mika Häkkinen, Lewis Hamilton, and Nico Rosberg become world champions—and laid the foundation for today’s dominant Mercedes works team, the Silver Arrows.

Insights from Over 900 Races – Leadership Lessons for Business & Strategy

His secret to success: leading in competitive environments, trusting in high-performing teams, and making precise decisions under pressure. In his keynotes, Norbert Haug captivates audiences with hands-on insights, a wealth of experience, and compelling motorsport stories that translate seamlessly into business and leadership.

Why Norbert Haug Is the Ideal Speaker for Your Event

  • Former Head of Motorsport at Mercedes-Benz with a global track record of success
  • Responsible for 4 Formula 1 Driver Titles, 2 Constructors’ Championships & over 140 DTM victories
  • Strategic leader with experience in high-speed, high-stakes environments
  • Keynote speaker on leadership, decision-making & high-performance teams
  • Ideal for strategy days, executive events, sports business forums & automotive conferences

Book Norbert Haug now—and bring pit lane leadership to your business

Topics

Future Leadership Mobility Motor Sports Autonomous Driving

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.

 

1976-1990:

  • 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


1990-2012:

 

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

Presentation types