Revolutionizing Formula E Racing with 'Attack Mode'
Technology Category
- Other - Battery
Applicable Industries
- Electrical Grids
Applicable Functions
- Product Research & Development
- Sales & Marketing
About The Customer
The customer in this case study is Formula E, a class of auto racing that uses only electric-powered cars. Formula E represents the highest class of competition for electrically powered vehicles and attracts a global audience. The organization is committed to promoting electric vehicles and sustainable practices, and it continually seeks innovative ways to enhance the racing experience for drivers and spectators alike. For Season 5, Formula E introduced the Gen 2 car, its fastest and most powerful model to date, which presented new challenges and opportunities for enhancing the racing experience.
The Challenge
With the introduction of the Gen 2 car in Season 5, Formula E faced a new challenge. The improved battery of the Gen 2 car eliminated the need for regulatory pitstops that were prevalent in previous seasons. This change, while technologically advanced, removed a layer of unpredictability and drama from the races. The challenge was to find a way to enhance the racing experience and reintroduce an element of unpredictability and excitement for the drivers, media, and spectators. The Formula E team needed a creative and innovative solution that would not only maintain the interest of the existing audience but also attract new followers.
The Solution
In response to this challenge, a team of creatives and innovators from Iris collaborated with a multi-disciplinary team from Formula E to develop a unique solution - 'Attack Mode'. Inspired by the power-up system in Super Mario Kart, 'Attack Mode' added an extra layer of drama and unpredictability to the races. The driver could arm 'Attack Mode' with the press of a button and then drive over three timing sensors to unlock an extra 25kw of power. If they missed the sensor, they missed out on the power boost. To maximize unpredictability, the number, duration, and minimum amount of times drivers could arm 'Attack Mode' was announced by the FIA just one hour before the race. This innovative solution was touted as being as significant as the introduction of the 3-pointer in basketball.
Operational Impact
Quantitative Benefit
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