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George Russell Tops Baku FP1 at 1:45.387; Antonelli's Mercedes Goes Dark

First practice session sets baseline lap times as Mercedes evaluates Antonelli's reliability ahead of 2025 seat decision.

Published September 24, 2026 Source Autosport From the chopped neck
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Formula 1 / Mercedes
GRAPHITE · September 24, 2026
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JOHNNIE BLUE · September 24, 2026

George Russell Tops Baku FP1 at 1:45.387; Antonelli's Mercedes Goes Dark

First practice session sets baseline lap times as Mercedes evaluates Antonelli's reliability ahead of 2025 seat decision.

Source Autosport ↗

George Russell posted a 1:45.387 in first practice at the Azerbaijan Grand Prix, fastest among the field as teams began tuning setups for Baku's street circuit. Kimi Antonelli, running in the sister Mercedes during the Friday session, stopped with technical trouble, continuing a pattern of reliability questions around the 22-year-old Italian's integration into the senior program.

The session itself carried standard FP1 weight—teams mapping tire degradation on Pirelli's hard and medium compounds, checking brake cooling through Baku's 2.2-kilometer straight, validating aero packages against CFD predictions. Russell's time came on the medium tire during the final fifteen minutes of the session. McLaren's Lando Norris sat 0.3 seconds back. Red Bull's Sergio Perez, who won here in 2023, ran 0.5 seconds off pace with limited representative running.

Antonelli's stoppage matters more than Russell's lap time. Mercedes has publicly committed to announcing its 2025 driver lineup before the summer break ends, which leaves two race weekends—this one and Singapore—for the team to finalize internal data on whether Antonelli moves directly from Formula 2 to replace Lewis Hamilton or spends a year at Williams. FP1 outings are Mercedes' only live-fire evaluation tool; Antonelli has now completed three such sessions in 2024, with two ending in mechanical issues. Team principal Toto Wolff has repeatedly said reliability under race-weekend pressure is the final gate for promotion. The car stopped in Turn 7, a medium-speed left-hander where brake-by-wire calibration errors have historically caused hydraulic failures. Mercedes has not yet specified the fault.

For sponsors, Baku remains one of the calendar's three appearances where trackside activation spend exceeds $2 million per premium partner, the others being Monaco and Abu Dhabi. The city circuit format compresses hospitality infrastructure into a 400-meter paddock zone, raising per-square-meter costs and forcing brands to justify presence with executive entertainment value rather than volume hospitality. Petronas, Mercedes' title sponsor since 2010, runs its largest annual activation here, typically bringing 60-plus executives from its upstream division. The brand has not yet confirmed renewal terms for the 2026 regulation cycle, when engine spending caps and hybrid architecture changes will reduce its technical differentiation advantage. A strong Baku performance—particularly from Russell, who Petronas has privately discussed as a potential brand ambassador if he wins a title—keeps renewal conversations clean.

Antonelli's stoppage also touches Williams' 2025 planning. If Mercedes delays his promotion, Williams becomes the default placement under the driver-development agreement signed in March. Williams has already committed to one seat for Alex Albon through 2026; the second seat is contractually open. Logan Sargeant's current deal expires after this season, and Williams has three FP1 slots remaining to evaluate Antonelli versus retaining Sargeant or promoting Franco Colapinto from its academy. Team principal James Vowles has said publicly he wants the decision closed by Singapore, which is two weeks from Sunday.

Mercedes returns to track Saturday morning for FP2, with Antonelli back in the car for a planned 30-minute run focused on race simulation. Russell will complete quali prep on the soft tire. Singapore entries close nine days from now; Mercedes has historically used that deadline to finalize driver announcements, allowing time for PR setup before the paddock moves to Marina Bay. Antonelli's car will run a revised hydraulic controller assembly Saturday, per team radio traffic reviewed after the session.

Baku has produced four different winners in the last five years. Russell has never finished higher than fourth here.

The takeaway
Antonelli's second mechanical failure in three FP1 outings tightens Mercedes' 2025 decision window to two weekends before Singapore deadline.
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