Why the leap to Extreme E works for McLaren

McLaren has announced that it will join the fledgling Extreme E off-road electric racing series from 2022 to further its expansion away from F1.

After teaming up with established IndyCar team Schmidt Peterson Motorsports to create Arrow McLaren SP, the latest venture is a fascinating decision given the lure of the World Endurance Championship and Extreme E’s bigger brother, Formula E.

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McLaren CEO Zak Brown has already confirmed the success of Extreme E so far this year and made the decision to get started easy.

But why else did McLaren take the plunge into the series?

Sustainability and diversity

Extreme E was created to highlight climate change by racing in areas of the world hardest hit by global warming, using eco-friendly tires, electric sport utility vehicles, and cleaning the various locations to promote sustainability.

In addition, there is the effect of diversity, in which one driver forms the line-up of all teams. With diversity such a big issue in Formula 1 right now, it is an important step that McLaren campaign for a series that campaigns for it.

Brown added that “the importance of sustainability and diversity to McLaren Racing and the ability to accelerate this program” is an integral part of his commitment.

technology

Formula 1 is at a technological crossroads. The turbo-hybrid engines currently in use are the most efficient engines, but they will be eleven seasons old when they are last used in 2024.

The sport is striving for a synthetic, sustainable fuel to continue using internal combustion engines rather than switching to an all-electric package.

While Extreme E is fully electric, Brown believes there are lessons to be learned from this that can be carried over to McLaren’s F1 project.

“Technically, I think that electrification will be further developed in Formula 1,” he added.

“The knowledge and expertise [in Extreme E]”I’m sure there will be a technical advantage to this.”

Growing fan base

As McLaren has its fingers in Formula 1, IndyCar and esports, Brown wants to bring fans from the various projects together into a single McLaren core fan base who can follow the team’s successes around the world.

By participating in Extreme E, a sport that will attract new fans who may have previously avoided motorsport due to its environmental pollution, a new support base will give a boost to McLaren as well.

“McLaren has a world-class following, but we’ve seen things like Netflix, how many new fans are coming into F1. I think Extreme E is giving us a chance to introduce the McLaren brand to new fans around the world,” added Brown .

“They could be McLaren Extreme E fans or McLaren IndyCar fans, McLaren F1 fans or McLaren esports fans – hopefully they will just become McLaren fans.”

Commercial Profits

The pillar of every racing organization is of course the support of corporate partners, because you cannot race without a financial contribution.

With all of the above factors giving the green light to various aspects of consumer satisfaction, getting involved in a business that is aware of its societal issues is a real buzz card for sponsors.

Describing the inner workings of the dealerships and the relationship with the McLaren Racing portfolio, Brown said, “Our dealerships, if you look at our F1 and IndyCar teams, Arrow from IndyCar has joined our F1 team.

“Darktrace recently joined our F1 team and moved to our IndyCar team because America is important to them. With Arrow, they had America and they want the rest of the world.

“We have great partners to work with closely on sustainability and diversity, and I can see they are participating in Extreme E to strengthen and accelerate the sustainability programs we are running together.

“It’s just one area where we have a well-rounded fan base and commercial offering so our partners come into play and no two partners are alike.

“They all have different things that they want to get out of their relationship with the McLaren brand.

“This gives us a broader and broader offering, so that partner ‘X’ would like to get involved because America is important to him, whether he wants to dial into our sustainability platform or act globally, this is just a well-rounded solution commercial offer.”

McLaren’s move to Extreme E appears to be a win-win situation across the board.