Podcast: Formula E CEO, Jeff Dodds

Formula E reveals Gen4 car

In a recent conversation with Formula E CEO Jeff Dodds, the discussion moved beyond the typical race-weekend recap to focus on the underlying mechanics of the sport’s business model. While Formula One leans on 75 years of heritage to secure its market position, Formula E is utilizing its status as a “challenger brand” to rewrite the economics of racing.

Reframing “Noise” as Financial Waste

A frequent critique of electric racing is the lack of noise, as the roar of a combustion engine is traditionally equated with value and power. From a business and engineering perspective, however, Dodds argues that noise is actually a metric of inefficiency.

• The Efficiency Gap: Even the most advanced internal combustion engines in Formula One operate at roughly 40% to 50% efficiency. This means half of the energy generated is lost to the atmosphere as heat and sound.

• The Electric Advantage: Formula E cars operate at over 95% efficiency.

Dodds posits that the sound of an electric race car is the sound of “zero compromise” technology. It represents a shift where “noisy” no longer equals “fast” for the next generation of consumers.

Agility Over Legacy

Formula One protects a position acquired over three-quarters of a century, which creates a natural rigidity in its business model. Formula E, at only 11 years old, operates with a “test and learn” culture that allows for rapid product iteration.

This agility allows them to test new formats that legacy sports might deem too risky:

• Gamification: The series utilizes “Attack Mode” to unlock extra power during races, integrating video game mechanics directly into the sporting regulations.

• The Creator Economy: The “Evo Sessions” place content creators directly into race cars to generate media for audiences outside the traditional broadcast ecosystem.

The Economics of the Talent Funnel

The financial barriers to entry in motorsport pose a supply-side challenge to talent diversity. The “funnel” to the top is narrow and prohibitively expensive.

• The Cost of Entry: It is estimated that guiding a driver from the bottom of the funnel to a Formula One seat can cost a family upwards of €6 million.

• Market Imbalance: Currently, 97% of racing license holders worldwide are men.

To correct this market inefficiency, Formula E is manipulating the funnel by subsidizing opportunities. They mandate dedicated tests for women drivers using championship cars and teams. The data validates the investment, as the gap between men’s and women’s lap times in testing was halved in a single year.

Reach Over Revenue

Formula E is diverging from the traditional sports rights model. While established leagues often lock content behind exclusive, high-value paywalls, Formula E prioritizes market penetration and reach.

Because the series is not reliant on massive exclusive media rights fees to sustain itself, it maintains the flexibility to work with a hybrid mix of partners. This includes global streamers such as Amazon Prime, digital giants such as YouTube, and local free-to-air broadcasters. The strategy sacrifices immediate revenue from exclusivity for long-term brand equity and audience growth.

The 2030 Vision

The roadmap for the series tracks with the explosive growth of the EV market itself. When Formula E was founded, only 300,000 electric vehicles were sold annually. By 2030, that number is projected to hit 40 million.

Dodds aims for Formula E to become the world's second-biggest motorsport by 2030, overtaking MotoGP. The upcoming Gen 4 car will support this ambition with a 71% increase in power, raising output from 350kW to 600kW. The business bet is clear: the future of speed is silent, efficient, and electric.

Formula E reveals Gen4 car

Formula E just unveiled its fiercest electric racer yet: the Gen4 car. With up to 804 hp in attack mode, permanent all-wheel drive, and advanced regen braking (up to 700 kW), this next-gen machine promises explosive acceleration and top speeds of over 210 mph. Bridgestone returns as the tire supplier, while the car itself is fully recyclable and boasts 20% recycled content. Tech innovations include unlimited traction control and ABS for road relevance. Set for racing in 2026, the Gen4 era is expected to reshape the electric motorsport landscape with bigger, faster, and more sustainable competition.

We also recently spoke with Lee Zohlman, Director of the Americas for Formula E, on the podcast, discussing how the electric series is racing to change the game.