Life After F1
Lauda returned to running his airline, Lauda Air, on his second Formula One retirement in 1985. During his time as airline manager, he was appointed consultant at Ferrari as part of an effort by Montezemolo to rejuvenate the team. After a share sale to majority partner Austrian Airlines in 1999, he managed the Jaguar Formula One racing team from 2001 to 2002. In late 2003, he started a new airline, Niki. Lauda holds a commercial pilot's license and from time to time acts as a captain on the flights of his airline.
He was inducted into the International Motorsports Hall of Fame in 1993 and since 1996 has provided commentary on Grands Prix for Austrian and German television on RTL. He was, however, rapped for calling Robert Kubica a "polack" on air in May 2010 at the Monaco Grand Prix.
Niki Lauda has written five books: The Art and Science of Grand Prix Driving (titled Formula 1: The Art and Technicalities of Grand Prix Driving in some markets) (1975); My Years With Ferrari (1978); The New Formula One: A Turbo Age (1984); Meine Story (titled To Hell and Back in some markets) (1986); Das dritte Leben (1996). Lauda credits Austrian journalist Herbert Volker with editing the books.
Lauda is sometimes known by the nickname "the rat", "SuperRat" or "King Rat" because of his prominent bucked teeth. He has been associated with both Parmalat and Viessmann, sponsoring his ever faithful 'cappy' from 1976 onwards, used to hide the severe burns he sustained in his 1976 accident. Lauda admitted in a 2009 interview with the German newspaper Die Zeit that an advertiser currently pays €1.2m for the space on his famous red cap.
In 2008, American sports television network ESPN ranked him 22nd on their top drivers of all-time. In 2005 the Austrian post office issued a stamp honouring him.
Lauda is played by Daniel Brühl in the 2013 Ron Howard film Rush about the 1976 Formula One season.
In September 2012 he was appointed non-executive chairman of the Mercedes AMG Petronas F1 Team. He took part in the negotiations of signing Lewis Hamilton to a three-year deal with AMG Mercedes.
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