Executive director of the Mercedes Formula 1 team Toto Wolff has told his outfit to not commit all their resources to fighting for this year's title and to focus on sustaining their competitiveness for future years.
The team has struggled to maintain a championship challenge since its return to the series in 2010, scoring only one win and five podiums before this season.
But Lewis Hamilton's arrival to the team at the expense of Michael Schumacher coincided with the squad's jump in competitiveness.
Mercedes have already scored three victories and three podiums in the first ten races of 2013.
Rosberg and Hamilton have taken pole seven times in the last eight races.
Hamilton won July's Hungarian Grand Prix from pole position and sits fourth in the standings, 48 points behind championship leader Sebastian Vettel.
But Wolff says the team must not risk its long-term future by over-committing in this year's championship and wants Mercedes to focus on emulating the extended periods of success Red Bull and Ferrari have shown in the last decade.
"If half a year ago we would have talked about championship opportunities in the drivers' or constructors' championship it would have been absolutely crazy," Wolff told Autosport.
"If you look at our competitors they have been able to perform at the top in a sustainable way and that is what we need to achieve; consolidation should be the agenda for the second half of the year, not looking at the championships."
But even with Mercedes having a clear qualifying advantage and having seemingly cured its Pirelli woes at this stage in the season, Wolff is not certain the team's success will continue for the whole year.
"We cannot be confident, it would be the wrong approach to say we have found the golden key now," he said.
"It is about consolidating and analysing, trying to translate it into the coming circuits in terms of the circuit itself, track surface, track temperatures, energy of the corners. Every track is different.
"We have to keep our head down and consolidate the win, and try to turn it into performance on the track."
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