Norbert Haug is renowned in the F1 paddock for his sprightliness and eternal optimism. But make no mistake: the king of parties is also the man most responsible for Mercedes's successful return to motorsport in the 1990s. The proud sports director of the German marque talks exclusively to Tim Collings about his company's involvement in motor racing, through history, present and future Mercedes-Benz and motor sport are synonymous with each other. It is almost impossible to have a conversation, at the start of a new century, that looks back on the history of the sport, including Formula One, without the famous German marque's name joining the list of subjects under survey. And one man, steeped in the traditions of the business and the company, who knows as much about Mercedes-Benz and motor racing as anyone else, is Norbert Haug. The head of Mercedes-Benz motor sport today, Haug loves nothing more than to reminisce about the old days, or take an opportunity to drive an ancient Mercedes-Benz around the old Nordschleiffe circuit at the Nurburgring, re-living the old days with his own undimmed ability at the wheel. He is an enthusiast with a passion for his job and his company's business. He is as ebullient as he looks, too, his celebration parties famed in the Formula One paddock whenever he has the chance following a Mercedes' success. He knows, too, that Mercedes's relationship with motor racing has come as much in short, sharp and spectacular bursts as through steady progress. Even before the turn of the last century, following the creation of the earliest motor cars in the late 1890's, when Daimler and Benz led the German crusade, it was clear that Germany and the early car-makers were to enjoy a close relationship with racing and time-trials. "Historically, Mercedes has been closely linked to motorsport," says Haug. "Everything started with competition back in 1914 and the company has been involved throughout racing history ever since." Like many others involved in Stuttgart, Haug prefers not to dwell for too long on the history of the company's involvement on the bad days when black clouds descended or the involvement of Adolf Hitler in the development of German cars in the 1930s. Then, for example, such was the level of pride and expectation, that the team withdrew from Avus, where it was expected to dominate in the 750kg formula of the time, because of fears about engine reliability. It was deemed less embarrassing than being outstripped by Alfa Romeo.

"It means a lot to us to be involved in motorsport and, in particular, in Formula One," he adds. "The fact that manufacturers

"We had a difficult start in 2000, but in the end it was a fantastic season. We didn't win the championship, I know, but it was still a great competition with Ferrari and that kind of racing is what Formula One is all about. It is a pure sport and anything can happen.

"The two drivers we have are two of the best. They were with the team when the car was not as good as they have become and, in fact, when the team wasn't winning. They deserve the seats. They are both capable of winning the title. Both will be given an equal opportunity to win it. I know we are very happy with them and so are McLaren."

"Nobody knows the role Michelin will play in the championship battle. Of course, we want to win and we will try to prepare as best we can. McLaren and Ferrari were at the front last season and we will be on Bridgestones.

His concerns do not sound too serious. As a student of the sport and a long-time lover of Formula One and Mercedes-Benz, Haug knows in his heart that his team will be among the pace-setters again. It has always been that way. Even back in 1914, when in arguably the most significant race of the company's early development, the 'Lyons' Grand Prix in France, three Mercedes cars finished in sequence in first, second and third positions. It was the first time, many said, that any team had treated a race as

"We believe that the only way forward is to allow it and then everything is out in the open. On things like that you have to ask: can you police it? Or can't you police it? The answer is to get everything in the open."