‘Gritty, visceral, competitive’: Formula E gears up to move away from eco-friendly image

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Environmentally-friendly motor sport Formula E& is undergoing a major brand refresh in an attempt to showcase it in a more exciting, grittier and competitive light.

Launching this week, The Fiercely Driven campaign comes ahead of Season 5’s first race on 15 December and aims to ensure the electric car championship is known for more than just its sustainability credentials.

“The brand campaign we are launching is consistent with [our brand purpose],”& Formula E’s new CMO, Jerome Hiquet, tells Marketing Week.

“Today, the younger generation doesn’t trust in a brand if it doesn’t believe it is authentic in what it is saying. Now we have our product innovation and mission aligned we can come with Fiercely Driven as a campaign and claim that we are disruptive, unpredictable and unconventional. Because we are.”

Campaign imagery comprises the new futuristic-looking Formula E cars with “fierce” creatures including a scorpion with a sting in its tail, two stags locking horns and a tiger bearing its teeth.

In line with the brand refresh, Formula E is launching a dynamic second-generation car and a new race format for the upcoming season. This includes a new ‘Attack Mode’, which briefly unlocks about 300 horsepower of additional output, while drivers will be able

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