In a recent interview, Mark Preston, CEO of DS TECHEETAH Formula E team, shared insights into the world of electric Motorsport and the strategies driving its growing popularity. From its unique approach to fan engagement to its commitment to sustainability, Formula E is carving out a distinct identity in the racing world.
From Engineering Roots to Leading a Formula E Team
Preston’s journey in Motorsport began with a hands-on approach during his engineering degree. He started by manufacturing motor racing cars and working with Formula Fords. Encouraged to join F1, he moved to the UK and worked his way up at Arrows Grand Prix and McLaren before starting his own Formula 1 team with Aguri Suzuki and Honda. This diverse experience paved the way for his leadership role in Formula E.
Formula E: Racing Reimagined
Formula E distinguishes itself from Formula 1 in several key ways:
- Electric Power: As the only fully electric racing sport, Formula E champions sustainability.
- Urban Landscapes: Races occur on city centre street circuits, bringing the action to fans.
- Sustainability Focus: Formula E is the first sport to be Net Zero since its beginning, offsetting all logistics and emissions.
- Fan Engagement: Innovative features like Fan Boost and Attack Mode create an interactive and exciting experience for viewers.
Fan Engagement: Getting Closer to the Action
DS TECHEETAH employs several strategies to build and maintain fan engagement:
- Behind-the-Scenes Access: Allowing increased filming in pit lanes and garages.
- Fan Boost: Enabling fans to vote for their favourite driver and give them a temporary power boost.
- Attack Mode: Introducing a gaming element with strategic power boosts.
- Experimentation: Embracing new ideas to enhance the fan experience.
- Focus on Experience: Creating excitement and helping fans understand the drivers’ and teams’ stress levels.
- Social Media: Using platforms like Twitter, Instagram, and LinkedIn to connect with fans on different levels.
- Esports Partnerships: Collaborating with partners like Marley to engage fans through Esports.
Sustainability: A Core Value
Formula E’s commitment to sustainability is evident in its Net Zero status and efforts to reduce single-use plastics. This resonates with a younger audience that is increasingly conscious of environmental issues. The series also attracts sponsors who want to align with green initiatives and tell stories about electric vehicles and renewable energy.
Looking to the Future
Preston envisions a future where Formula E continues to lead the way in sustainable Motorsport. He highlights the importance of thinking five to ten years ahead to shape the future of electric car technology and fan experience. By experimenting with new formats and technologies, Formula E aims to remain at the forefront of innovation and continue to excite fans.
