Silver Arrows Save Formula One
Since 2014, Mercedes, as Bernie Ecclestone put it, haven't been good for Formula One in the sense that they keep winning. However, this week, the Silver Arrows just might have saved the sport.
Now, a month away from the 2020 Formula One season kicking off in Austria, the teams have come together to vote on 'reverse grids'. The idea was for there to be a thirty-minute qualifying race at venues holding two races this season (Austria and Great Britain) to determine the starting order for Sunday's race. The grid for the qualifying race would have been determined by reverse championship order. To introduce this new development to the sport, the vote had to be unanimous. In theory, watching the likes of Hamilton, Leclerc and Verstappen fighting through the field at top speed sounds like a brilliant spectacle. After all, there is a chance that the results for the two events might have been somewhat similar so spicing it up a bit wouldn't have been a bad idea. However, only 15% of fans said that they would like such a system put in place. Here's why...
“F1's market value is directly proportional to how exceptional it is”.
Regarding qualifying, I am not alone in the thinking that if something is not broken, it shouldn't be fixed. In 2016 there was a brief change in format to a universally loathed knock-out qualifying session. That was soon scrapped and the current system returned. Fans love the high-speed drama of qualifying as they find out which driver is the quickest over just one lap. So why not give the people what they want?
Furthermore, Formula One is the pinnacle of motorsport. Therefore, success should be defined by the sprint on a Saturday as well as the marathon on a Sunday. Such a format reveals the best overall driver - he or she who can grab the car by the scruff of the neck, stay measured and participate in wheel-to-wheel combat. Thus, Lewis Hamilton can be definitively named as the best driver in the world. In contrast, record-breaking marathon runner Eliud Kipchoge's claim to the title of the best runner in the world would still be disputable since there are faster sprinters. And when we tune into the Premier League, we don't expect Brighton to start a few goals up on Manchester United just because United are top of the league. While Brighton might uncomfortably accept the advantage, a sport's value depends upon its meritocracy, and the competitor in anyone involved would be much more inclined to see Brighton cause an upset on a level playing field than see Brighton park the bus and hold on for 2-1.
A reverse grid feels manufactured: it gives poorly performing competitors the upper hand, a system that adversely affects the way that driver compete. Formula E has been a great success in many ways, attracting the demographic looking for a focus on entertainment within racing. Formula E masterfully delivers on that desire, with the inclusion of 'fan boosts', encouraging spectators to be a part of the action. The issue with this format, for some, is that the person standing on the top of the podium might not necessarily be the best driver. That being the case, some fans may be less attracted by the Formula E series than by Formula One.
If Formula One does go down the road of reverse grids, the frequency of overtakes will increase, diluting the emotional impact and resulting in a watered down racing experience. F1's market value is directly proportional to how exceptional it is, so this would be a problem. The finest drivers compete in the fastest cars - that is Formula One's DNA.
“Success in business comes from prioritising the emotions of those who are paying”.
Success in business comes from prioritising the emotions of those who are paying. Different motorsport categories can scratch particular itches. If you want plenty of overtakes, you might go in the direction of Formula E or NASCAR. If you require flamboyancy, rallying may be your cup of tea. Those who watch Formula One do so for the adrenaline, the speed and the passion. Formula One offers them excitement, turning drivers into heroes. It needs to keep to this recipe. Formula One's authenticity must prevail over any imitation.
The need to attract a new audience would be applicable were the current model failing. But interest in Formula One is actually on the rise. The Netflix documentary, 'Drive To Survive', has been a success. The celebrity status of Lewis Hamilton and Max Verstappen has also been hugely influential in attracting new spectators to Grand Prix. A significant amount of Formula One's brand development can be attributed to 'CREATIV HOUSE'. This company has been involved in multiple projects that are connecting Formula One with fashion, music and popular culture. Their involvement in collaborations with the likes of BAPE and appearances of the likes of Will Smith, Odell Beckham Jr and Stormzy have enhanced Formula One's image of excitement and exclusivity, attracting a newer crowd of onlookers to racing events.
It is interesting to see how CREATIV HOUSE, a relatively small but mighty company, is using its connections so effectively. This way of marketing is where Formula One can make strides as a business and, following the decision to implement a budget cap for teams, can be sustainable, too. Despite this decision causing losses of jobs in the industry, it was the right move for the sport because it keeps it alive and offers more opportunity for the underdog.
“Fans want to see the greatest in the world taking the trophy home”.
Mercedes were never going to vote for a reverse grid system. As Martin Brundle has said, doing so would be like a turkey voting for Christmas. Mercedes boss, Toto Wolff, is a shrewd businessman and a real racer, with an innate ability to make decisions which foresee the future. It would be justifiable, therefore, to believe that he knows what he is doing for the sport and not just his team. Fans want to see the greatest in the world taking the trophy home. Last week, Mercedes' vote against the reverse grid system guaranteed just that.