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Exclusive: Q&A with FIA Formula E CEO Alejandro Agag

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Ahead of the inaugural FIA Formula E championship season, MotorSportsTalk had the opportunity to speak with Alejandro Agag, CEO of Formula E Holdings. Agag, a veteran European Parliament politician who has expanded into motorsports in both Formula One (with teams and for Spanish TV rights) and GP2 (Team Principal of the Addax GP2 team), will oversee the all-electric formula car championship. The season begins in September, but testing will occur all year in preparation.

MotorSportsTalk: With the all-electric format of the championship, it’s ahead of most traditional forms of motorsport. Do you see FE as a trend-setter to shape the direction of global motorsport, or would your preference be to be unique as the only all-electric form of motorsport?

Alejandro Agag: I think we will be on our own for a bit. This is very unique in terms of technology. I think other series will move towards more sustainable practices this year, with limit of fuel consumption, and that’s a path being adopted by the WEC also for some time now.

To go full electric, we won’t see that for quite a number of years. Also take into account we have an exclusive license from the FIA to be the only all electric global motorsport competition for formula cars.

MST: What’s going to be the initial measure of success from year one? Fan interest? Media interest? TV ratings? All of the above?

AA: It’s going to be a little bit different. As you know we have a unique feature in this championship, fans will be able to vote for their favorite driver to give them an additional amount of energy, which we call the fan boost.

We think the measure of success of the championship will lay more in the digital space, in the number of people interacting with the championship, the number of young people interacting with the championship; that plus the traditional way of measuring like TV ratings, or those standards.

We are focusing on the digital side, and we have ways to measure that interaction with the championship. That will be the success and way to measure the success.

MST: You have F1, GP2 series experience personally. What have you learned in those championships that you feel you can take to transition into FE, either from a commercial standpoint, a marketing standpoint or a competition standpoint? 

AA: There’s been a lot of lessons learned in my past racing experience that is extremely important for us as a group. We have other partners and people with past experience.

A few lessons I would highlight. We need to have a championship that makes sense financially. It has to be a win-win for everyone. The number one priority is that the teams make money, and costs need to be kept low. We have created a number of rules to make that possible.

The second one is very important: to offer to sponsors a halfway point between motorsport and sustainability. We have seen in the last years in racing that sponsors are more concerned with sustainability issues, and our sport leans halfway between motorsport and sustainability. A lot of people are also keen on that. Sitting in-between is very important.

From the sport point of view, we know we need to put together the best show possible. You need to know a lot of drivers, many who have been in the driver market for a long time. We know the drivers … we how much they bring to the show and for the teams to get the best drivers we get into cars. 

MST: That shifts rather nicely into the concept of the Formula E “Drivers’ Club.” Would you like it to be open to all forms of motorsport or primarily single-seater formula drivers, as the bulk of the field is now?

AA: We think the bulk are meant to be from single-seaters. Some have transitioned to sports cars, so there are some who have been in both. But having the single-seater experience is very, very important for the championship of Formula E.

The cars will be tricky to drive; the circuits will be unknown, so drivers will not have raced there before, and we’ll have to learn the tracks very quickly because there is not a lot of free practice in the morning. Immediately they will need to be on it. Having the single-seater background will allow them to take the challenge on.

MST: The noise of the car is unlike anything really, we’ve ever heard in motorsport. What’s your take on the sound, and what would you say to the sound “detractors?”

AA: We think the sound is one of the main features; one of the main advantages and positive additions of our championship. I was talking with our engineers; we’re testing now with the rear battery, the race battery, and the sound is even more jet-like than before. Fighter jet, almost.

That combined with the fact it’s around 80 decibels makes it possible to race in city centres without major sound disruption. I think it’s a great feature. People will get excited by the sound, but not be disturbed by it. That’s the advantage.

MST: Of the decision to change cars at the pit stop, why go that route? Would it eventually be feasible to swap batteries, or did it make more sense to change cars instead?

AA: What makes more sense would be to change batteries. But the decision to go to changing cars was put down to the safety requirements the FIA has imposed. The batteries are in a special crash box, and it takes quite a long time to change it. Therefore it’s not possible to do it a normal race time frame. So that’s why we’ve gone to a swap of cars.

The other thing is we are doing very short races, so (a battery switch) it would not be a good option for the show. We are very aware that this highlights one of the limitations of electric cars, but we also think that this is not a one-year project. It is a long-term project, and the goal is to show the development of batteries.

So the first year they do 25 minutes. The second, maybe 30. The fourth, maybe 35-40. Year five, you only need one car to complete the race. So that will be what we can show; it’s a very strong message of how electric cars and batteries are improving.

MST: Along the same lines, to have some F1 transfer of technology with McLaren ECUs, Renault engines, etc., plus Michelin tires, how key was that?

AA: That’s really a huge advantage for is. When we went around the world looking for technology for these cars, we ended up at the starting point which is Formula One. This championship, technology-wise, is a child of Formula One.

There’s motors from McLaren, batteries from Williams, battery safety management and integration from Renault F1, so that’s all the technology to work with. It’s very pioneering. I’ve been with Williams to see how they are with the batteries; they’ve done some incredible R&D work. Stepping into the new areas of technology is very exciting.

MST: Of the teams, the two that will probably stand out the most as a cross-referencing of culture is getting Leonardo DiCaprio and Sir Richard Branson as team stakeholders. How do you see them being ambassadors for the series and what can they do to increase interest?

AA: It’s important to get the right mix. We think having Leonardo DiCaprio and Sir Richard Branson is a great addition because they can really help us raise awareness and make the championship more popular.

Of course we have a strong electric background team with Drayson, traditional teams like Andretti, Audi Abt, or like DAMS, we have achieved a great mix of characters and teams to make the show very good.

Having DiCaprio and Branson raises the profile of the championship. They can help make the electric car more popular.

MST: From a purely racing perspective, the other teams (Andretti, Dragon, Drayson and others) have some standing and respect in the U.S. market. How important was it to ensure you had “name” teams in the championship to provide the series a legitimate foundation of operations?

AA: It was very important because what we need to deliver is a true grid. This cannot be taken for a show or parade of electric cars. This is a true race, and that’s the cornerstone of the whole project. True race needed with teams on top of it.

Having Andretti, Dragon, DAMS and others brings that legitimacy to make motorsport fans say, “Let’s give this championship a chance because these true racing names are involved.”

Andretti was a major turning point for the championship when they signed up back in July. We really felt when people like that started calling us from the motorsport world, it gave great credibility for the championship.

MST: Clearly with two races on either coast, the U.S. is an important market for FE. Given there are so many other forms of motorsport here, how do you plan to have the U.S. attention be captured?

AA: Our two main markets we always say are the U.S. and China. And particularly with the U.S., motorsport is very strong there. It has “home” motorsports of NASCAR and IndyCar; F1 has had ups-and-downs in U.S.

We have a special chance; but we need to be different. We cannot be another race, another one-of-the-same. We need to feature a different kind of show. We need to focus on the digital interaction with the fans. We have two teams, two races in the U.S.; we also have Leonardo DiCaprio, an American name and working with a Monaco-based team.

We have the necessary elements. But we really need to push on presenting ourselves as a different kind of motorsport.  Also having TV with FOX Sports is very important; it will help us raise the profile of the championship.

MST: All this being said, this is a long-term process, so where do you see the series five years from now? Is there an opportunity to win over disenfranchised fans of other racing series?

AA: Five years from now, this championship needs to be the platform for electric technology and relevance. We need to have different global partners on board; at the moment we have Renault, Mahindra, Audi, but I think others will join us.

We could see American car manufacturers, Japanese car manufacturers, more European car companies, because they’re all betting on electric.

We need to be the place where all these technologies are tested, and we want to be relevant. We want to be a place where technologies are exported to road cars, and make the expansion of electric cars grow to where it’s the first choice for people to want to buy one. That’s what we’d like to become.

F1 world begins to weigh in on end of the Bernie Ecclestone era

BAKU, AZERBAIJAN - JUNE 16:  Nico Rosberg of Germany and Mercedes GP and F1 supremo Bernie Ecclestone talk in the Paddock during previews ahead of the European Formula One Grand Prix at Baku City Circuit on June 16, 2016 in Baku, Azerbaijan.  (Photo by Mark Thompson/Getty Images,)
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It seemed a matter of when, not if, Bernie Ecclestone’s days running Formula 1 on a day-to-day basis would end once Liberty Media Corporation acquired the sport.

Monday provided the formal confirmation, with Chase Casey installed as CEO of Formula 1 in addition to his existing duties as chairman. Meanwhile Ross Brawn and Sean Bratches have been named to Managing Director positions of Motor Sports and Commercial Operations, respectively.

Reactions to the news have began, and are linked below.

Newly crowned World Champion Nico Rosberg thanked Ecclestone, while noting a change has been “overdue.”

Romain Grosjean of Haas F1 Team posted his thoughts:

Zak Brown, new executive director for the McLaren Technology Group and seemingly, perpetually rumored as a replacement for Ecclestone, called him a “very hard act to follow.”

Circuit of The Americas, the new home track for Formula 1 in the United States, also offered sincere thanks.

Other key figures in F1 and the racing world have weighed in:

What are your thoughts? Was this the right time for a change? Weigh in via the poll below, or in the comments.

Ross Brawn, Sean Bratches confirmed in top F1 roles

SPA, BELGIUM - AUGUST 22:  Mercedes GP Team Principal Ross Brawn is seen in the paddock during previews to the Belgian Grand Prix at Circuit de Spa-Francorchamps on August 22, 2013 in Spa, Belgium.  (Photo by Clive Mason/Getty Images)
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Ross Brawn and Sean Bratches have been confirmed to key roles within Formula 1’s new leadership structure under new chairman/CEO Chase Carey.

Brawn, whose team won the 2009 World Championship with Jenson Button before laying the groundwork for Mercedes’ recent run of form, and who achieved a wealth of success with Michael Schumacher at Ferrari, has been installed as Managing Director, Motor Sports. Bratches, a former ESPN executive, will be Managing Director, Commercial Operations. It’s an undoubted key role in Brawn’s 40-year career.

Carey’s latter role was confirmed today as part of Liberty Media Corporation’s completed acquisition of the sport, which sees Bernie Ecclestone removed as CEO.

“I am delighted to welcome Ross back to Formula 1. In his 40 years in the sport, he’s brought his magic touch to every team with which he has worked, has almost unparalleled technical knowledge, experience and relationships, and I have already benefitted greatly from his advice and expertise,” Carey said in a release.

“I am thrilled Sean is joining Formula 1. Sean was a driving force in building ESPN into one of the world’s leading sports franchises. His expertise and experience in sales, marketing, digital media, and distribution will be invaluable as we grow Formula 1.

“I look forward to working with Ross and Sean, as well as key current executives including Duncan Llowarch, our CFO, and Sacha Woodward Hill, our General Counsel, the FIA, Bernie and Liberty as we work together to make Formula 1 the best it can be for the teams, promoters and fans for years to come.”

The Brawn appointment sees him back in the sport several years after the end of his time with Mercedes, and not long after the release of his new book. He’s been consulting to Liberty Media for several months.

“It’s fantastic to be returning to the world of Formula 1,” Brawn said. “I’ve enjoyed consulting with Liberty Media these last few months and I’m looking forward to working with Chase, Sean and the rest of the Formula 1 Team to help the evolution of the sport. We have an almost unprecedented opportunity to work together with the teams and promoters for a better F1 for them and, most importantly, for the fans.”

Bratches has more than 27 years experience and at ESPN, most recently served as Executive Vice President of Sales and Marketing.

“I’m very excited to be joining Formula 1 and contribute to the continued growth of this extraordinary global brand and sport,” Bratches said. “Formula 1 is one of few truly global tier one sports, and I am encouraged by the manifold opportunities to materially grow the business, work closely with current and future sponsors, race circuits, television rights holders as well as create next generation digital and on-site race experiences to best serve the Formula 1 fans.”

Liberty completes F1 takeover; Bernie Ecclestone out as F1 CEO

SAO PAULO, BRAZIL - NOVEMBER 11:  F1 supremo Bernie Ecclestone walks in the Paddock during practice for the Formula One Grand Prix of Brazil at Autodromo Jose Carlos Pace on November 11, 2016 in Sao Paulo, Brazil.  (Photo by Mark Thompson/Getty Images)
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Bernie Ecclestone’s 40-year reign at the helm of Formula 1 has come to an end following the CEO’s resignation on Monday, the major bit of news on a day when Liberty Media has formally completed its acquisition of Formula 1.

Ecclestone, 86, played an instrumental role in building F1 into the global success it is today, forming the Formula One Constructors’ Association in 1974 and becoming its CEO.

Ecclestone has controlled the commercials rights to the series ever since, but his position came into question last fall when F1 was sold to American company Liberty Media. Liberty installed Chase Carey as F1’s new chairman, with Ecclestone staying on as CEO.

However, with Liberty’s takeover of F1 set to be completed by the end of the month, Ecclestone’s tenure as the sport’s ringmaster is set to end following his resignation as CEO. Carey is now formally confirmed as new Chairman and CEO of the sport.

“I was deposed today,” Ecclestone told Auto Motor und Sport. “This is official. I do not run the company anymore. My position has been taken over by Chase Carey.

“My new position is now such an American expression. A kind of honorary president. I’ll get this title without knowing what it means.

“My days in office are now somewhat calmer. Maybe I’ll come to a grand prix. I still have a lot of friends in the Formula 1. And I still have enough money to be able to afford a visit to a race.”

AMUS’ report was followed by an official statement from Liberty later Monday afternoon, confirming Ecclestone no longer served as F1’s CEO, and confirming Ecclestone as Chairman Emeritus of the sport.

“I’m proud of the business that I built over the last 40 years and all that I have achieved with Formula 1, and would like to thank all of the promoters, teams, sponsors and television companies that I have worked with,” Ecclestone said in a release. “I’m very pleased that the business has been acquired by Liberty and that it intends to invest in the future of F1. I am sure that Chase will execute his role in a way that will benefit the sport.”

Carey said, “I am excited to be taking on the additional role of CEO. F1 has huge potential with multiple untapped opportunities. I have enjoyed hearing from the fans, teams, FIA, promoters and sponsors on their ideas and hopes for the sport. We will work with all of these partners to enhance the racing experience and add new dimensions to the sport and we look forward to sharing these plans overtime.”

“I would like to recognize and thank Bernie for his leadership over the decades. The sport is what it is today because of him and the talented team of executives he has led, and he will always be part of the F1 family. Bernie’s role as Chairman Emeritus befits his tremendous contribution to the sport and I am grateful for his continued insight and guidance as we build F1 for long-term success and the enjoyment of all those involved.”

Greg Maffei, President and CEO of Liberty Media Corporation, added: “We are delighted to have completed the acquisition of F1 and that Chase will lead this business as CEO. There is an enormous opportunity to grow the sport, and we have every confidence that Chase, with his abilities and experience, is the right person to achieve this. I’d like to thank Bernie Ecclestone, who becomes Chairman Emeritus, for his tremendous success in building this remarkable global sport.”

Liberty confirmed within the release that the Liberty Media Group name will become the Formula One Group. Full formal details are linked here.

While not announced today, Liberty is reportedly set to bring in ex-ESPN marketing chief Sean Bratches in a commercial role, and ex-Ferrari and Benetton technical chief Ross Brawn has been linked with a sporting role to define the future roadmap for F1.

Liberty’s takeover is set to result in a number of changes for F1, with the United States being identified as a key market for the series to grow in.

Recently-appointed McLaren executive director Zak Brown said earlier this month that he believed Liberty would focus on putting fans first in a bid to boost its audience.

While Liberty’s exact plans for F1 moving forward remain unclear, the departure of Ecclestone as its ringmaster certainly signals the end of an era for the series.

PWC: Parente back, Sellers, Hedlund join at K-PAX

Photo: PWC
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Defending Pirelli World Challenge GT champions K-PAX Racing have confirmed their lineup for this year’s season, which will see Alvaro Parente back to defend his crown in one of three McLaren 650S GT3s.

Parente will have two new teammates, in two talented Americans. Bryan Sellers will make his first run at a full-time PWC season in the team’s No. 6 McLaren, while Mike Hedlund, who’s driven off-and-on with K-PAX Racing technical partner Flying Lizard Motorsports, will run for a GTA title in the No. 98 McLaren.

Sellers and Hedlund replace Austin Cindric and Colin Thompson, respectively, as full-season drivers. Driver lineups for the SprintX races will be announced at a later date.

“With the addition of new teams, drivers and GT3 cars in the Pirelli World Challenge, 2017 is going to be tighter and more challenging than ever,” said Team Owner Jim Haughey. “So we are very pleased to have Alvaro, the returning Driver’s Champion, team up with the very competent Bryan Sellers in GT and Mike Hedlund in GTA.”

The full release is linked here.

These confirmations add to what’s shaping up to be, once again, a very good GT class field for the series.