Airspeeder: What do you see as your position in motorsport?
Julia Fry: We are a sport for purpose which is looking to entice a new and broader generation of audience to motorsport. Our goal is to be an influential platform for electrification, the environment and equality.
The sporting side is definitely a hybrid of a few formats. In one sense it’s like the Dakar Rally because we race in the desert in similar looking vehicles, but we’re not on the same endurance level or fuel type. It’s easy to also draw comparisons to Formula E because of the electric element and our shared emphasis on fan engagement, however the cars are obviously vastly different. It is also a bit like Rallycross because of the head-to-head sprint format. But at the end of the day, our remote environments and their serious stories, our cutting edge electric SUVs, and our sporting format make us pretty unique in our own right too.
From the fan engagement point of view, what are modern motorsport fans looking for?
Firstly, the series needs to have credibility in the sporting sense. No one will watch it if you don’t have an impressive car, top drivers and an exciting format. Bringing in names like Nico Rosberg, Lewis Hamilton, Zak Brown, Michael Andretti and Chip Ganassi are key to this.
However, like anything in today’s society, purpose is an increasingly crucial element. Why are we doing this, what positive impact will it have and how can we all get involved and be part of it? Entertainment is no longer the only factor we need to consider if we want to truly capture the engagement of the modern fan.