Formula to the Future

the GM Ultralite used in Demolition Man

Remember Demolition Man? That awfully weird fantastical and sad excuse of a movie with Sly Stallone, Sandra Bullock and Wesley Snipes? It was a flick set about in a fictitious and futuristic San Angeles, where the cops are "not trained to handle this kind of violence" when all of a sudden in walks Simon Phoenix (played by the truly wonderfullly villainous Snipes) from the past to wreak havoc on the future. 

Remember the funky black and white San Angeles police squad cars in the movie? The 1993 movie used GM's Ultralite concept car which back then (21 years ago mind you!) had the foresight (or is it hindsight?) to be battery electric powered. 

Anyhow, fast forward two decades and the idea of battery powered and/or hybrid cars have become a reality. Sure, it's not 2032, and Taco Bell hasn't ruled the franchise world. While it's true that electric-powered automotive technology has not quite evolved to that almost utopian hope of reducing our collective carbon footprint (or treadwear), the industry has made significant strides, at least in that general direction. Today (being 2014), there are over a dozen auto manufacturers offering nearly 20 different models of electric-powered vehicles with varying permutations. 

The BMW I8 used in the Formula E Championship

Of course, the combustible engine hydro-carbon powered cars remain the predominant consumer preference and choice on our Malaysian roads, but the case for electric-powered cars is a compelling one for some. However, with the infrastructure still in its infancy (some claim still at the conception stage even), the attractiveness of an electric option is somewhat diminished despite government tax breaks, therefore ensuring the continued supremacy of the gas-guzzling monsters on the pot-holed roads that dot the asphalt landscape of this nation. .. Well, for now, at least.. 

But, how often have you found your attention straying to that odd looking Nissan Leaf or Mitsubishi i-MiEV or even that darn Smart car on the road, more than that annoying headlight flashing ass-kissing Panamera in your rearview mirror? Me, I know I might gawk at the BMW I3 (or whimper at the BMW I8) or the Tesla S if I saw one... I remember crying inside when I was first introduced to the Mercedes Benz SLS AMG Electric Drive by former colleagues in Affalterbach... OK, maybe I am an anomaly. 


What? Electric racing?

While the idea of electric-powered vehicles is very slowly making its way from to the outer layers of the consumer psyche, e-vehicles as a choice for mobility is still something a vast majority of us would go, "huh?" at. Now imagine that concept in racing. "What?!"

Energy efficiency and sustainability are not often words or concepts one might automatically associate with automobile racing. Especially when one has spent ones youth salivating at the 20 or so brave souls engaged in a vehicular gladiatorial contest of who's fastest in their carbon-fibre armoured fuel-burning machines, hurtling down the racetracks at top speeds in excess of 300km/h almost every other fortnight. 

But, in recent years, the idea of energy efficiency has already begun creeping into racing in various forms and at various stages. For instance, clever engineering to recover wasted energy under braking and transforming that energy into additional electrical power for formula one cars. I won't even attempt to explain that as physics was my achilles heel in school. 

Regulation changes centred around energy efficiency had begun to appear across other championships as well, including even the infamous LeMans 24Hours, when hybrid vehicles with KERS or TERS (Kinetic/Thermal Energy Recovery Systems) began appearing in 2009. 

Suffice to say, the mood and attitudes in the upper echelons of racing is certainly shifting, perhaps in response to changing demands. There's no denying that technological innovation remains the mainstay in the motoring and auto racing industry, but the direction in which that innovation has taken is what is fascinating. This in spite of the very public debates on savings or innovation.

Essentially though, change was in the offing, innovation wise, anyway. Either side of the force, it was probably a matter of time before the players in the industry would embrace the idea of a flagship championship built on technologically advanced innovation around electric-power as opposed to fossil-fuel powered combustion engine race cars. 


Drive the future

Drum roll please.... here it is.. Introducing the FIA Formula E Championship. 

I first heard of it late in 2013 (OK, so I don't put my ears to the ground as often as I would like, sorry). Then I bumped into an ex-Formula 1 test driver who was about embark on his first ever Formula E (FE) test. I was curious. As I spoke to him he went on to explain how excited he was and what it was all about. 

The inaugural FIA Formula E Championship commenced in September with the Beijing ePrix. 

Essentially, he said and I'm paraphrasing, "it's taking single seater racing to a whole new and different level. Rather than implementing changes here and there around energy and sustainability, this championship itself is built entirely from that foundation of electric power from the outset. That's what sets this apart."

Naturally, that piqued my interest. As I attempted to devour as much information as I could gather, my curiousity began to grow. I came to learn that the championship is built on the premise of being a framework for research and development around electric mobility and ultimately the future of the auto industry; an effort that makes that link between motor racing and motoring industry and the future more defined. 

Sauntering (actually, I was running about like a headless chicken, but anyway) about the paddock at the recently concluded Putrajaya ePrix, I simply could not resist the urge to corner Michael Andretti.. Yes, that Andretti, CEO of Andretti Autosport and get his point of view. "This [Formula E] could very well be the future of auto racing, and that is what got us really excited."

I wondered if it was a huge leap from what they had done in the past, to which Andretti answered, "I wouldn't say it's a huge change, as there is still the basics of racing, but you have to change your thinking on how you approach it, the way you approach strategy and how you manage your energy, for instance. Formula E is a new challenge and one that we really like."

Audi Sport ABT Formula E's Lucas di Grassi

The one thing he mentioned that was to be a recurring theme as I spoke to the drivers was changing attitudes, in different contexts, of course. 

Speaking to both Bruno Senna (Mahindra Formula E) and Lucas Di Grassi (Audi Sport ABT Formula E) whilst waiting for a certain high-ranked dignitary at a gala-ladi-da event, both echoed similar sentiments. "You really have to change your attitude toward this type of racing because it is different from any other kind of racing in other categories. You have to change how you approach racing in these cars." 

Theirs was a sentiment that even Jaime Alguersuari (Virgin Formula E) and Nico Prost (e-DAMS Formula E) both shared with me. One said, "you have to change your driving style and change the way you think about it and there is a higher degree of responsibility on the part of the driver, particularly in managing how you race against the energy available to you."

Mahindra's Karun Chandhok put it to me this way, "It is very different [driving this car], as we have no engines and we run on battery power. There are a lot of things that are very different compared to a normal racing car, for instance, in terms of weight and weight distribution and the tyres as we don't use slicks. Then there is the fact that we only race on street circuits, which I really like a lot!" 


Breaking Perceptions

Alejandro Agag, CEO of the FIA Formula E

The words that kept recurring throughout my electric week was "different" and "change". Looking at it from the bigger picture, during the schedule runs with Alejandro Agag, CEO of the FIA Formula E Championship, a very senior broadcast journalist summed it up for me, "it's a championship of the future, today." Interesting way of putting it. 

Alejandro puts it simply, "this is not just another series, it is a series all on its own." He said in an interview, "we are looking to the future, looking to find ways to change the world, particularly in the area of mobility." 

This especially in the area of electric mobility and in breaking the perception that electric cars are for boring and slow geeks, to which Alejandro adds, "by showing skeptics these electric cars racing, we can change the perception around electric mobility." 

Best part is that the engineering minds behind the scenes working with this huge moving research and development laboratory, are hard at work making the batteries last longer and these cars faster. That trajectory is onwards and upwards, for sure, especially as I couldn't help but notice the presence of and growing curiosity of some of the biggest names in the auto industry. Perhaps.... hmm..

One thing that I found particularly interesting is the fact that the series only races on street circuits (which the drivers love), a point that Alejandro explains is especially crucial. Because Formula E is ultimately about contributing toward research and development; and the future of electric mobility, the fact that the races happen on street circuits of major capital cities around the world is a strategic one because as Alejandro points out, "Formula E has a unique opportunity to help combat carbon emissions. And the fight against carbon emissions happens first in the cities. The world is going towards a concentration of the population in the big cities. 80% of the pollution is going to come from the cities by 2020. So to fight carbon emissions we need to find solutions in the cities and the big part of it is mobility, how we move around. If we can move around the cities in a clean way, we are already one step closer to our goal."

Reaching Out

I've done my fair share of photoshoots, this has to be the most chilled out..

Another element that the FIA Formula E Championship aims to be is being different and open, one that Karun Chandhok, who is also the Formula E driver representative was happy to illustrate, "after the first race in Beijing, the promoters sent us drivers an email asking for our opinion, which is very interesting and never or rarely happens in other championships. This is a good start in my opinion, particularly in the way we are open to communicate with each other."

What's interesting is that channel of communication extends beyond the team garages, race control and pitlane into cyberspace, especially to young netizens out there prowling the world wide web. The primary characteristic of Formula E is the element of youth in the championship's demographic target group. 

The students at the Heriot-Watt University Malaysia campus gets an 

exclusive session with the drivers and Spark, the men who built the 

Formula E cars.

Alejandro explains, "Formula E is designed for the young fans. One example is the Fanboost, which is the opportunity for fans to vote on social media and online to push for their favourite drivers. For the first time ever, fans can have an impact on the result of a sporting event." [Note: the top three driver with the fanboost gets 50 extra horsepower in 5 seconds twice during a race.]

Why the youth? "The new generation, or the millennials, have a much shorter attention span and have a very different way of interacting with the world, preferring entertainment or sporting events that they are able to interact with through their mobile devices," notes Alejandro. 

Ultimately there is also another point to this, by attracting the younger audience who are also very conscious of the world they live in, Alejandro explains, "by the time these kids are 18 years old and they decide to buy a car, that car will most probably be an electric one. So in that way, Formula E is a championship targeted to younger fans."

In reverberating the same sentiments, Michael Andretti notes, "the Millennials are really important because auto racing in general has a real challenge because our demographics are getting older and older." 

If Formula E can attract a younger audience, they're more likely to remain interested in it, particularly if they can interact with it in a real way. Bruno Senna's use of his fanboost at the Putrajaya ePrix would have definitely proven this to his fans that it works and it did have an impact on his race. 

Bruno Senna used his 

fanboost at the Putrajaya ePrix

Granted, the inaugural series is only two races old, and is very far from over. But, judging from all the conversations I had up and down the pitlane, in the paddock, in the studios, in the media centre and with championship partners, there is an energy around and about the Formula E that is infectious, one that one could almost call electric. I know that's cheesy, I'm sorry but that is the vibe I get. 

I'm excited about the series and can't wait to see what's in store for the FIA Formula E Championship. I can only see it get better and better as the kinks get ironed out, so, yeah, bring it on! 




And in case you missed the race, here's highlights of that electric weekend. 

Jazzed up for Jaz

Jazeman Jaafar. That intense look of his is what first caught my
attention all those years ago.

It's hard to believe that he's still only 21. After all, time being what it is, it always seems like only yesterday that I first caught a glimpse of that almost 14-year old who was making waves in the Formula BMW Asia series in 2007. I recall meeting this intense, disciplined and single-minded teenager back then and being somewhat in between awe and amazement. I even recall being at the listening end of a very one-sided conversation with a certain high-ranked individual at BMW about how the talent of this young lad ought to be nurtured. "He has the right aptitude, the talent, the perseverance and most importantly, the discipline for it," this man said.

At 14, discipline was at best an untamed concept to me, something one experiences when one has pushed the extremes of breaking the rules too far and getting punished for it. Self discipline? What's that??! Looking back, perhaps I did have some measure of that, especially as I was only ever really good at getting myself into copious amounts of trouble. 

Anyway, I got to know a little bit more about Jazeman Jaafar (or Jaz, as I affectionately call him) and had the pleasure of watching him grow through the ranks of single-seater open-wheel racing. This was during the same time that I had the pleasure of working with another very young formel eins hopeful - who eventually went on to become the youngest driver to drive at a Grand Prix race and become a four-time world champion. This particular individual also went through the same junior formula Jaz had began his career in. 

Like Seb, there were others that also went through the same category like Daniel Ricciardo (who I met briefly when he was with Eurasia racing competing in the 2006 Formula BMW Asia series) and Alexander Rossi (now a GP2 driver and reserve F1 driver). I came to really appreciate their work ethic, which is so far off the public perception and stigma that comes from being a race car driver. 

Jazeman celebrates a podium finish in this year's Formula Renault
3.5 World Series

As for Jaz, he hasn't been exempt from the pressures that these other drivers have had to go through as well. From what little we can ascertain from the mainstream media, it's been a "tough" year for the youngster. He eventually finished the season in 10th overall out of 23 drivers (in 2013, he finished 17th). 

At face value (and I mean at face value, disclaimers and all), like almost everything reported in sports, you can't help but read between the lines that not getting a win or a medal is somewhat tantamount to some kind of failure. I really beg to differ, and perhaps this is a subject best relegated to a more explosive post.. haha..!! Anyway, I think despite him not walking away with the Formula Renault 3.5 World Series title this year, Jazeman still made tremendous strides this season. 

In trying to get a back story to the work that Jaz has been doing this year, I got the opportunity to catch up with the young lad (that's hard to catch up with an extraordinarily fit individual, hahaha!!) to look back at what has been - to me, and for all intents and purposes - a good season for Jazeman..

Q: Jazeman, it's been an absorbing and interesting 2014 season for you. Let's start with talking about your time in the 2014 Formula Renault 3.5 World Series.

JJ: "Well, coming to the second year, it has been quite an interesting journey. I came home with a couple of podiums. But it's been a very competitive year, full of highs and lows. But I am happy that I was able to fight back up front for most of the year."


A Portuguese date with Formel Eins

Q: But, 2014 hasn't just been about the World Series for you either! For instance you tested the Mercedes AMG PETRONAS Formula One car in Portimao (Portugal) a few months back. That's awesome! How was it for you?

Jazeman testing the 2012 Mercedes AMG F1-W03 in Portimao

JJ: "It was fantastic because it was also more than just a test. It was an unlimited testing with a two year old car that Michael [Schumacher] used to drive [that would be the Mercedes AMG F1-W03]. It was a fantastic opportunity to be given because I was given a full test team to work with and a full package to learn from. So it was definitely a great step for my career."



Q: Not only that, it was also the fourth time you tested a formula one car with the Mercedes AMG PETRONAS Formula One team as well. How was this experience different from the other times you've driven an F1 car at events, filming, etcetera? 

JJ: "It was different this time. And definitely a step forward, because every time you drive the car you learn something new. You know Formula One is something you can't just jump in a master everything at once. Each time I get to drive the car, I improve myself, my understanding of the car characteristics. Although it was a 2-year old car, it is still a Formula One car, for me it is an incredible car to be learning in, especially."



Q: Did that experience help improve your racing season in the World Series?

JJ: "Definitely. I mean from getting grips with the technical knowledge, especially when you get the chance to work with a top team like Mercedes AMG PETRONAS, there's nothing more you can ask for."



Q: You know this year, everyone talked about how different the cars are. How different do you think it is driving this 2 year old car compared to the 2014 cars, from a drivers point of view?

JJ: "I think based on the simulators I have been driving, the 2014 cars actually have a lot less downforce and the tyres are harder. I wouldn't say it is a lot easier, but there are a lot of other factors to master with the 2014 cars. I haven't had the opportunity to drive the actual 2014 car, but I think it would be an interesting challenge to jump into one of those."


The Club of Clubs, for race car drivers

Jazeman with his ISR team in this season's World Series by Renault

Q: As a whole, you've had a busy 2014. But I think one accomplishment deserves a mention, and that is you being inducted into the BRDC (British Racing Drivers Club), an elite club that's open to racing car drivers who have attained international success over a number of seasons. Wow! How does it feel to be amongst some of the world's best? 

JJ: "It feels fantastic. It was definitely one of my happiest moments this year. BRDC is a very exclusive clubs with about 300-400 race car drivers, and being only the 3rd Malaysian in it as well as the youngest Malaysian, it is amazing to be a part of that. Of course, I have to thank Alex Yoong and Fairuz Fauzy for nominating me to be a part of BRDC. Being in the BRDC gives me the opportunity to meet and network with new people. The recognition I get as a Malaysian driver to be a part of BRDC is truly incredible."


24 Hour Madness

Jazeman in action with the Mercedes-Benz SLS AMG GT3 at the 24-Hours of Spa race. 

Q: And, as if you didn't already have a very busy 2014, you also did the 24 hours of Spa. 

JJ: "It never stops, right?!! But I really enjoyed it! The opportunity came about from Mercedes AMG, when I did the test in spa, right after my race earlier this year. The test went really well. At the same time, I also had a summer break and they asked me if I wanted to do the race. I said yeah, I was more than happy to do it as I have never done a 24-hour race and the [Mercedes-Benz] SLS [AMG GT3] is a fantastic car to drive. So I really couldn't say no."

"As for the race itself. I only had about 2 hours of sleep in 30 hours. And I only ate loads of protein bars and granola bars and I couldn't have a proper meal, or else I would've fallen asleep! 

"It was a fantastic experience and I have to thank PETRONAS and Mercedes AMG for giving me the opportunity."


Q: As you said, it was your first 24hour race, and you finished 5th! I mean, 24 hour races if you compare it to the likes of Le Mans, is a very very difficult kind of race. It's taxing on the driver, taxing technically. So, how do you as a driver overcome all these challenges?

JJ: "First thing, I have to say I had great experienced teammates [Maximilian Buhk, Maximilian Götz] so they knew what to expect as they had won the year before. That helped me a lot, especially from the technical point of view. 

"The hardest thing I found was mentally. Because I did a couple of double stints and the ones at night were especially challenging. So, it was just about keeping the consistency going. But I had a great team [HTP Motorsport] behind me, they kept my focus going and everyone was in such a great mood which really helps the drivers."

Night sessions in endurance racing are really crazy hard.. and that's
just for me, writing the hourly reports. Try driving the car!! 

Q: Well, some F1 drivers have ventured to do the 24hours of LeMans in the past. Is that something that's on your radar in the future? 

JJ: "If the opportunity comes up again next year, why not!! But my main goal remains Formula One, and I wouldn't want to be distracted at this point in my career."


Q: I know it's early days still, but what's in store for Jazeman Jaafar in 2015?

JJ: "Although it's already at the end of the season, as of now, we are planning to do the off-season testing in the World Series, as well as the GP2 test, so we'll definitely have to see where that takes us, and we'll see where the opportunity takes us. Ultimately it does all boils down to my sponsors really."

At the time of this post, Jazeman had just concluded a World Series by Renault testing with his DAMS team at the Motorland Aragon circuit. The Malaysian closed out the session with the third fastest time. He was quoted as saying that he does not know where he would be in 2015. 

Sure, there are so many different factors at play being a race car driver. In fact, it's a lot similar to what any other professional athletes go through. Performance and consistency in that performance being amongst them; hard work, dedication, discipline, perseverance and tenacity being other factors; as is luck, probably. Then there's timing, exposure and results, to some extent. It isn't fair nor would it be accurate to simply say that Jaz had a bad year. By who's reckoning? 

If it came down to the crunch, I would probably have to say that he had a positive and strong formative season. And isn't that what being an athlete is all about? Having a season filled with learning opportunities that had and may continue to have a profound influence on an athletes development.

I took this of Jazeman back in 2008. Gosh!! Good Luck Jaz. 

We don't yet know where Jazeman will end up in 2015, but if he keeps on the path he's on, the world remains his oyster. As Winston Churchill once said, "Success is not final, failure is not fatal: it is the courage to continue that counts." 

Let's all have a little faith in him and the other Malaysian athletes who work so damned hard at their craft. Celebrate and be proud of their achievements thus far, and know that they've all overcome incredible obstacles just to get to where they are. 

And as famed former Detroit Red Wings right-wing and one of the best ice hockey players in the world, Gordie Howe once said, “You find that you have peace of mind and can enjoy yourself, get more sleep, and rest when you know that it was a one hundred percent effort that you gave – win or lose.” I for one know and am sure that Jaz and all our other athletes give it 100%, everytime.

Go get 'em tiger!




@ Credit to Jazeman's PR team for the bulk of the pictures used in this post. 

MotoGP madness - Busy about the Business

I really do miss the SuperGT races

If you've ever been to a Super GT race - aside from the GT Queens - these races are like a 3-day all you can soak-up, testesterone-filled trip to disneyland, legoland and a candy store combined... for a petrolhead, of course. It's Fast and Furious in the flesh, sorta. For reasons best reserved for the more experienced pundits, it is kinda sad that the Super GT Series does not come to Malaysia anymore. 

Hanging about at the Sepang circuit mall area at one these races in the past used to inspire me to think of the event as this ridiculously over-the-top, gloriously absurd showcase of really fancy and totally souped-up super cars. To say it was an event for car enthusiast --super or otherwise -- would really be understating it. Somehow I would always bump into that cute mechanic from the workshop where I service my car or that geezer who sold me those insanely expensive run-flat tyres. 

"Aiyohhhh kakak, tak boleh miss ini race lor! Tiap-tiap tahun saya mesti cuti satu hari datang ini SuperGT," (I'm not sure how to translate that, but essentially - this is one race I cannot miss) was what that cute mechanic said to me. Aside from the mind-bogglingly expensive cars on display, the exhibition booths were always filled with people peddling their wares, from spark plugs, suspensions, brake pads, tyres, tyre rims to in-car audio systems, the latter making me a bit deaf. "It's a big and good business and that's why we're here," said the tyre man shop to me. 

By the time I started working with one of the Super GT 500 teams, that meaning became evidently clearer, particularly if you are one of the three mega Japanese car manufacturers - Toyota, Honda and Nissan. "There is a following [for SuperGT]. And that following is important to us, because that following are the 'influencers'. SuperGT is at the top end of what's technically possible, that helps sell the brand, yes, but the role of these influencers is what keeps the machinery of that business going," was how a guy from one of the 3 car manufacturers explained it to me.

Now of course MotoGP and SuperGT don't stand on the same comparable stage. For one, one has 2-wheels, the other 4-wheels. *grins*.. But to me, they both are prime examples of how relevant these race events are to the industry that surrounds and supports them. 


Big Brands, Medium Brands, Small Brands... Big Business

I've had numerous conversations.. no, arguments.. about the merits of motorsports as being an industry in its own right. There are those who would argue that motorsports - racing on either 2- or 4-wheels and everything in between is essentially a spectator sport, pure entertainment, with little or no direct real relevance to economic activity or transfer to the public domain. Well, I am not so sure about that. 

My pathetic collection from the weekend.. 

At the recently concluded Malaysian Motorcycle GP (MotoGP), what was particularly interesting to me as I wandered about the mall area were the number of exhibition booths taken up by commercial brands. I am not talking about those peddling their fanwear paraphernalia either. Wandering about the mall area over the MotoGP weekend, all the major brands like Yamaha, Honda, Suzuki, Ducati, KTM, Alpinestars and even Red Bull as well as local industry players like Modenas were represented. These are not small names, by any means. These are the heavyweights of the motorcycle industry, one that is giganormous. 

For instance, (disclaimer: this author professes to be numerically dyslexic) both Yamaha and Honda combined generated a staggering Yen ¥2,268 billion (or ¥2.268 trillion - 12 zeroes is a trillion by the way) in sales which is about USD$21billion for FY2013 from the motorcycle sector alone. Then consider this: sales in the motorcycle segment accounts for almost 66% of Yamaha Motor Corporation's net sales. As for Honda Motors, the motorcycle segment accounts for 14% of their net sales. Imagine what the overall total revenue for both companies would be! Phew.. 

To put that into some kind of business perspective comparison (seriously?!), consider the sporting world's two mega-super-major brands - Nike and Adidas (after all it is a FIFA World Cup year). The Swish and the Three Parallel Bars generated a combined revenue of USD$43.8 billion, and that is across the entire gamut of their business. Yamaha and Honda's figures were just on their motorcycle business.

Mind-boggling... 

Transference

Realising the omnipresent threat of a fiscal migraine, I went in search of my normal self and poked my nose in a few of the booths. I spent some time in the Yamaha booth one morning and in talking to their sales and marketing people, I kept hearing the same tune (from the company with tuning fork logo! pun totally intended), "MotoGP is really very important to Yamaha. What transpires on the track truly does translate into the products we produce for the consumer and ultimately sales for us."

The brand spanking new Yamaha MT-07. The CBU units will be available in Malaysia from November onwards. Go to

www.yamaha-motor.com.my for more info.

At a media launch of Yamaha's latest motorcycle, the MT-07, someone asked how much of the MotoGP technology does Yamaha really inject back into the motorcycles it produces for consumers. Their response -- though naturally guarded as this falls in the proprietary realm and is therefore classified "top secret" -- is that there are many areas of technical and mechanical development that takes its cue from the MotoGP technology. The example cited was that of the MT-07 rear suspension design. "As the layout [of the rear suspension] contributes to the objective of a lightweight and compact design, our engineers mounted this part directly to the engine, a feedback derived directly from the MotoGP technology," explains Shiraishi-san, the MT-07 project leader.

OK, I am not a motoring technical expert, but on whether the technology from MotoGP ends up in the products, the answer is pretty much a big fat YES. 

Rossi and Lorenzo at the Yamaha MT-07 bike reveal

In layman's terms, as another sales and marketing person so eloquently put it to me, "it's simple when you think of it this way - if Marc Marquez does well, chances are his fans will go out tomorrow and look for that same brand of helmet he uses. If Lorenzo wins a race, there's a high probability that his fans will go out and look for that A-Stars riding jacket, the same guys who make Lorenzo's racing leathers." 

To cement that point, I spoke to a gentleman who distributes HJC helmets in Malaysia and he shared his experience on the positive effect of having both Jorge Lorenzo and Ben Spies as HJC's ambassadors on his sales. "It's amazing you know. Not only do the fans replicate the riders' helmet designs, but they also buy the same brand that Ben and Jorge use."

Here's another example closer to home. In conversation with the men who supply Hafizh Syahrin's racing leathers (RS Taichi), they said "just by having Hafizh Syahrin use our leathers has really boosted our sales efforts in the region, especially in Malaysia. It's incredible what an effect Hafizh has had on the confidence for our brand." 

To me, the effect that MotoGP has on its fans actually goes beyond just satiating the entertainment allure of the sport. There is also a very direct impact to the very big and very real thriving industry that surrounds it. Be it the sales of the motorcycles themselves, spare parts, helmets, riding leathers, boots, gloves, lubricants or fuel .. you name it. 

I haven't even begun to think about the revenue derived from TV rights either! Honestly, the fact that in as much as there is an entertainment value to MotoGP, it is no secret that there is also a very real economic value. Nothing earth-shatteringly new there, of course.

Go check out a cub prix race, it's crazy fun too!

Is there a real viable economic argument to motorcycle racing and motorsports? I believe so. What I saw at the MotoGP (and SuperGT), I also see at the Malaysian Cub Prix Championship, at a proportionately different scale, of course. You'll also see the presence of local and regional industry players at these races too. And they too have told me at various points in time that their involvement goes beyond just being a sponsor to a team or rider, it's part of an investment strategy that will hopefully yield into sales, and therefore company revenue and ultimately brand equity. OK.. some say that's the usual PR spiele while others argue that those returns are actually incremental. 

Hmm.. Then I recall what that Japanese manufacturer said about influencers. It's funny what perception can do to your brand and to your business, and these influencers (people or otherwise) are one of the primary directors to the health of not just the business, but also the industry.

Whichever side of the fence you're on, I have this to say - every time I was at the end of a SuperGT or MotoGP race weekend, I always left with this feeling that the businesses that make up this [mis]perceived, 'confined' industry that supposedly occupies the peripheral space in the consumer's consciousness, just left the circuit that little bit happier. 

And you know what, on my way home on Sunday, sitting in that ghastly post-race traffic jam, I actually lost count of the number of riders using RS-Taichi or Alpinestars riding jackets, or the number of Ducati / Yamaha / Honda / KTM motorcycles that annoying whizzed past me as I fumed in the car. By that account, is there a real viable economic argument to motorsports? What do you think?

MotoGP madness - 30 and counting

It is incredible to think that the recently concluded 2014 Malaysian Motorcycle Grand Prix or MotoGP was the 24th edition of the event on these tropical shores. Year on year, it is an event that continues to cement its presence to be ranked amongst one of the most, if not THE most important event on Malaysia's racing calendar. 

And in my mind, it is arguably the biggest racing event in Malaysia. Granted, the Formula One attracts enormous publicity from the local, regional and international media, but, the star-studded, Hollywood A-list filled-paddock affair pales slightly in comparison to how the MotoGP is able to attract motorcycle racing fans and two-wheeled aficionados across every age group from pretty much every corner of the globe who descend en masse into the circuit, flooding the grandstands to the brim every October since 1991.

For the first time in almost 15 years, I got to spend some time in the grandstands, amongst these motorcycle racing fans and it was an eye-opener. In the past, I would marvel at the various antics of these adrenalin-filled fanatics from the edge of the pitlane. This time, I was amongst them - OK, for a couple of hours - and honestly, I was a bit scared but also in awe. 

Fab Fans

I even spoke to some of them, who were happy to share their thoughts about being at the race. Some were first-timers, like Mr. Tom (from Perth, Australia) who said, "well, this was one race we hadn't visited yet, so we decided, why the heck not! We got the tickets and jumped onto a flight and here we are!" I asked if he was a fan of any particular rider, to which he responded, "no." Curious.. He did go on to add that, "of course we want to see our boy Jack (Miller) do well in the Moto3, but really, we're here because of the racing. We're not here because of any rider, we're here because of the racing. It's great!"

They are everywhere! VR46 fans

Interesting.. After stalking about the grandstand and the mall area, I bumped into another group, who were more than happy to indulge my curiousity. One of them was clearly a VR46 fan, decked top-to-bottom in the Doctor's trademark yellow. I asked them the rather obvious question of what attracted them to come to the MotoGP. Well, the response was unsurprisingly and unanimously, "Mestilah, The Doctor!" Of course, Valentino Rossi. Ddduh, on my part. I was later informed by The Doctor's fan club coordinator that his fans in the grandstand fronting the start-finish straight alone numbered close to 7,000. 

 Anyway, if you looked closely enough amongst that ocean of yellow, one would also find islands of black with a very visible 'por fuera' X; which is great, especially having had the privilege of working with the owner of that particular brand. 

From way back when.. with JL

I chanced upon such a group clad in their JL99 t-shirts as I entered the circuit on Saturday. Walking up with JL99's Spartans, the discussion was very animated in clipped English, Spanish, Japanese and (I am quite sure it was) Russian, each discussing Lorenzo's strategy for the weekend; from the tyre choices to the heat and the possibility of rain, whether it plays into his hands... etcetera, etcetera, etcetera. Judging from the conversation, it felt like the group had just stepped out of their respective computer screens and their online JL99 Spartan fan-forum; bringing the same debate into real life, right there at the gates of the circuit. Spock would say, "fascinating.." and I would agree. 

It's true that these fans are also amongst the most loyal and discerning. I spoke to an En. Mat (he wanted to be known as that) who had spent his youth watching the likes of Kevin Schwantz, Wayne Rainey, Eddie Lawson, Randy Mamola and Wayne Gardner battle it out. By the time he was able to acquire a set of his own wheels, his pilgrimage to the Shah Alam (and subsequently Sepang) circuit began in earnest. 

He said, "bila dapat tengok rider-rider kegemaran saya di trek dan bukan di kaca TV adalah pengalaman yang sangat special, lepas tu jadi ritual saya tiap-tiap tahunlah!" (the experience of watching my favourite riders at the track and not on TV is really special, after which it became an annual ritual for me). 

Whilst the impressive tsunami of yellow is ever prevalent amongst the thousands who frequent these races across the planet, the sight of groups of fans who support the other riders lends an especially colourful atmosphere to the GPs. 


Pescao phenom

Hafizh Syahrin Abdullah

What was especially nice to see was in that great mix of fans, this year there were also pockets of 'Pescao' fans about the circuit too. While chatting to that die-hard motorcycle racing fan En. Mat, his choice of attire for the weekend intrigued me, because he wasn't in yellow, or black but the colourful mosaic of this "Pescao". 

He said, "saya rasa Hafizh ada sesuatu yang special, dan saya memang suka tengok dia racing! Lebih-lebih lagi, dia dari Malaysia, jadi tak logiklah kalau saya tak sokong dia!" (there's something special about Hafizh and I like watching him race. That he's from Malaysia, it doesn't make sense if I don't support him!)

Nice.. It's worth mentioning that 20-year old Hafizh Syahrin Abdullah earned his nickname "Pescao" during his 2-year exploits in the CEV Spanish National Championship (2012 finishing 6th and 2013 finishing 3rd). Derived from the Spanish word "Pescado" meaning fish, the name stuck with him after he continually proved his innate talent of racing in the rain. Prior to his move to Spain, Hafizh had already blazed a successful trail in the domestic and regional championships. 

An Aussie Hafizh "Pescao" Syahrin fan

But what really launched Pescao into the stratosphere was his ride in the Moto2 category as a wildcard at the 2012 edition of the Malaysian Motorcycle GP, an exploit I might reserve for another post. Sorry. :)

Though luck eluded Pescao at the 2014 edition, fans will take heart in knowing that his determination is by no means diminished, in fact it's fired him up even more. So, watch out for him racing at the season finale round in Valencia. 

I also know Pescao will also take some heart in knowing that whilst watching his race with Vale Rossi in the same room, The Doctor was truly impressed with Hafizh's race craft, his confidence and ability to carve his way through the more experienced field. The Doctor's prescription was this - experience and controlled aggression. 


Daring to Dream

L-R: Barry Leong, Hafizh Syahrin, Anita Azrina (GM, Brand Management 

PETRONAS), YM Tunku Datuk Mudzaffar (Chairman, AAM), 

Ramdan Rosli and Kenny Chua

There were in total, 6 Malaysians competing in both the Moto2 and Moto3 races during the MotoGP Malaysia weekend. It was a heartbreaking affair as there was not to be a repeat of the 2012 edition. 

However, to me, I take heart in knowing that Malaysia has taken a huge step forward in terms of producing riders that can compete on the world stage. 

Hafizh is one of them, as are Zulfahmi Khairuddin and Azlan Shah Kamaruzaman. If we were to look beyond the results from this one round, what is incredibly encouraging is both the number and quality of riders that Malaysia is capable of and is producing.

What's even more interesting is that while these 6 flew the flag at the MotoGP, there are another 24 Malaysians who are also plying their trade at the international stage. Best part is, ALL 30 riders came through the domestic Malaysian Cub Prix championship! 

Ramdan Rosli is racing in the CEV Spanish 

National Motorcycle Championship that earned him a

Moto3 

wildcard ticket at the 2014 M'sian 

Motorcycle GP

Bumping into a Cub Prix rider at the GP, I cornered the poor kid and asked him about what effect these 6 riders has had on his own ambitions, "it definitely gives me a huge motivation to try to make the step up through the different motorcycle racing categories. It's definitely my aim to work hard and try to emulate what they have achieved. And, it's not just me, the achievements of Hafizh, Zulfahmi and Azlan is also a powerful motivation to young kids out there who want to try their hand at motorcycle racing." 

With a strong motorcycle racing foundation already in place, the achievements of these 30 Malaysian riders has the net effect of giving Malaysians something to dream about. Can Malaysia compete with motorcycle-racing mad countries like Spain, Italy or UK? Is Malaysia capable to producing riders to match Marc Marquez, Jorge Lorenzo, Cal Crutchlow or Tito Rabat?

Why ever not?