Amidst an atmosphere of cost-cutting and rules changes, even Lewis Hamilton, Formula One's newest and youngest world champion, has put the champagne back on ice.

At the launch of his new MP4-24 car at McLaren's Technology Centre in Woking on Friday, it was clear the Englishman's heroics last season marked the end of an era - for both McLaren and the sport.

After unhooking the car's grey cover - which had unceremoniously snagged on the steering wheel - Hamilton finally unveiled the team's 2009 challenger, saying: "You're supposed to clap, you know!"

But he knows as well as anyone that the celebrations following his 2008 triumph have been practically over since he left Brazil, where he clinched the title in a dramatic final Grand Prix of the season in November.

"I've not really thought about the last race or last season," said Hamilton, who pipped Ferrari rival Felipe Massa to the crown by a single point.

"I just put it behind me and now I'm working on preparing for this season.

"I'm not sitting here saying 'I am world champion', I'm saying 'I want to be world champion'. I've just reset my goals."

The team have wiped the slate clean for the challenges of 2009, when Hamilton's task is to defend his title in a wholly new environment.