Toto Wolff has warned that the staff at Mercedes’ Brackley headquarters are under pressure to keep their jobs.
Some of the team’s British staff have been on site since Craig Pollock founded BAR in 1998.
The team then became Honda, then Brawn GP, and now Austrians Wolff and Niki Lauda have arrived to shake up the team following its first three years as Mercedes.
Wolff said one of the problems has been the staff’s lack of "identity".
"I am trying to have them breathe it again," he told the Kolner Stadt-Anzeiger.
"There are those who will respond, and those who will not," he warned.
Wolff denied, however, that he is preparing to take a "terminator method" to his shakeup plans.
"I’m no terminator," he smiled, "but I would be wrong if I did not express my opinions and then take a success-oriented approach to my actions."