ERT Formula E Team thinking long term: navigating the 'hard path' with determination, innovation, and optimism
Silverstone/Shanghai - 14 March 2024
The opening three races of Season 10 have been mixed for the ERT Formula E Team, but with early points on the board and strong qualifying performances there is good reason for optimism. COO and Deputy Team Principal, Russell O’Hagan shares insights into the team's approach for the season and sheds light on the plans for the future.
Q - How would you evaluate the competitiveness of the team at this early point in the season?
A – "Pretty reasonable actually. Defending our ninth place from last season remains our primary goal for Season 10 and three races in I feel confident that is achievable. Formula E's intense competition adds an element of unpredictability however, particularly when fighting for smaller points. One big result can outweigh consistent lower points finishes so we have to balance our approach race by race relative to our competition. Beyond traditional points metrics, we are also more heavily prioritising qualifying performance this season, leveraging the strength of our car over a single lap. During races, we have to mitigate our powertrain efficiency deficit through driving, optimised handling, and a solid defensive strategy starting from as far forward as possible. A lot needs to come together but we have proved it’s possible as demonstrated at Round 2 in Saudi Arabia.
"As a wider point I am pleased with the way the team is working to overcome some of those challenges, and collectively we are very excited about the introduction of our Gen 3 EVO package next season which will be a lot more efficient. Had we been able to start Gen 3 with what we have coming now I am convinced we would have been true podium contenders from the outset."
Q – How challenging is that fight for the lower points-paying positions?
A – "It’s tough but it’s crucial to be realistic about our performance expectations and the way we measure our own success. As a manufacturer entry operating with fewer resources than our rivals, we are navigating the racing landscape in probably the toughest possible way. Currently, we stand as the fifth-best manufacturer out of six, with powerhouse competitors like Jaguar, Porsche, Stellantis, and Nissan ahead of us. Recognising the calibre of these automotive and motorsport giants puts our challenge into clear perspective. In a championship where four manufacturers currently have the edge on us, it can quickly translate to contending with eight teams and 16 cars ahead to overcome – you just have to look at last year, the teams’ standings are two by two in terms of manufacturers."
Q – Does the success of the customer teams ever tempt you to follow that route?
"That’s an interesting question and one I get asked from time to time. As part of our ongoing business strategy we do periodically review the customer team business model and what that could look like for us. I have no doubt with the right supplier and with the team and drivers we have we could win races straight away. I would say that is true for all the teams on the grid, they all operate incredibly well. I think there is a real racing purity in the customer teams too. As a manufacturer entity we operate with such a broad “tool set” at our disposal and have to always have an eye on development. As a customer team you can really focus more on the details at hand and in what will most reliably give a performance return from what is already known about the car. There is a real clarity in that and without the risk of needing to explore new areas in the way we do sometimes, particularly given our limited testing schedule outside of race events."
Q - If winning races could be achievable as a customer team, what are the primary reasons for operating as a manufacturer?
A - "It's a good question but quite an easy one to answer albeit one which is multi-faceted. In no particular order:
"Control: being in complete control of our own fate is important to us. As a customer team, you can't 100% ensure the supply you need or expect. Longer term there is also the possibility of the championship migrating back to a more manufacturer-centric series. Our perspective is that once you become a customer team returning to being a manufacturer again would be a hugely difficult undertaking and so we see a lot of security in how we do it.
"Performance: being the masters of our own destiny in terms of performance is also a significant benefit longer term. Despite the challenges ahead, each season we build on our strengths, resources, experience and knowledge. Anticipation is high for Season 11 with the introduction of our new car, promising a substantial leap forward and doing it on our own terms which is hugely rewarding.
"Return on investment: first and foremost, we are a business and balancing our activities as a race team and manufacturer within our business strategy is crucial to driving company value. As a manufacturer entry, our greatest chance for long-term value add, growth and success lies in our knowledge and intellectual property (IP). Our clear ambition is to bring another OEM on board, enhancing our resources and potential while offering global performance branding and valuable track-to-road technical transfer in return.
"As a Formula E manufacturer, we also play a pioneering role in technology development. Right now there is a global motorsport industry rich in the knowledge of internal combustion engines and hydraulic braking systems. It’s of huge value for us to be at the forefront in creating new electrified solutions and products that will cascade down in to the wider motorsport and automotive performance sectors over time. We're becoming more focused on commercialising that capability, recognising the value of our day-to-day engineering in terms of torque delivery, regenerative deceleration, and their critical roles in chassis dynamics. EVs have rapidly become industry leading vehicles in performance potential and not just sustainable transportation. As a company we are aiming to capitalise on our expertise in exactly that as other industries move further towards high performance electrification.
"Engineering satisfaction: Last but far from least is engineering satisfaction and because we love what we do. Our decision to operate as we are is fuelled by passion for performance, development and innovation. As a company grounded in engineering fundamentals, we relish being part of an elite ecosystem that propels the sport and industry forward. Opportunities to be at the forefront of new technology development are often once in a lifetime, and we're proud to contribute to leaving a lasting mark on the future of high-performance vehicles simply for the satisfaction and pride in doing just that."
Summary
In acknowledging the challenges of navigating the demanding landscape of the ABB FIA Formula E World Championship as a manufacturer entry, the ERT Formula E Team is candid about their current position; a deliberate choice in the pursuit of long-term goals. This path, described as the "life in the hard lane," reflects a conscious business decision to shape the team's identity and destiny to the highest level in the face of the challenges that provides.
Despite the demanding journey and the ongoing trials, the team remains resolute and is solidifying itself around core values of determination, belief, and delivering. Marked against formidable competitors at every race weekend, across the globe, the team embraces the need to define success on their terms and strives to live by those standards.
The acknowledgment that a modest improvement in performance could be the catalyst for broader success underscores the team's strategic outlook. Recognising the present steps as the most challenging, the team remains optimistic about the future, eagerly anticipating the ambition to share success with everyone who has contributed to its development to date. In the interim, resilience and steadfast progress remain the team's guiding principles as they continue their journey in the right direction, edging ever closer to a point where positive momentum will ease the path ahead in forging competitive and commercial success alike.
To explore our journey, strategies, and future aspirations in greater depth, we invite journalists to engage in one-on-one interviews with our team representatives. Your insights and perspectives play a crucial role in telling our story, and we welcome the opportunity to share more about our endeavours and vision. To schedule interviews or for additional information, please contact our media team at media@bie-uk.com.