Berlin, June 10, we feel the warm and the city’s atmosphere is powerful as usual. The reason for our stay in the city is to follow the Grand Prix of FIA Formula E together with Jaguar.

Before this trip, we knew a little about this world and we were surprised. The appeal is not related to the competitive environment, the fight for the title or the fame for the rider. The atmosphere is completely different, the context is full of innovation and ambition. The urge is to promote a new universe, well known by many but still with endless possibilities of expansion.

The Jaguar approach and of the other car manufacturers is strong awareness, the desire is to tell contemporaneity and innovation. All this obviously with a playful and agonistic approach.

One of the most interesting and innovative details during the race is the FanBoost, a strategy for making the public an active part of the competition and at the same time a further form of sensitisation to the world of electricity. Through an app, but also through a dedicated website and Social Network, you have the possibility to choose your own favorite pilot. The top three players in the race will have extra energy to gain.

The universe that revolves around the Formula E is very varied and has a very clear vision for the future and Jaguar is one of the most representative brands, one of the pioneers of this innovation.

A will also demonstrated by the I-PACE Concept, its first fully electric car presented at the Los Angeles Salon 2016, a jewel that anticipates English brand strategies and will become a serial product in 2018.

Text and Photos Andrea Benedetti