 Hello Alejandro thank you very much for your time and you are leading a real big transformation on the motorsport can you tell us a little bit more what Formula E is? Well Formula E is I would say the future of motorsport. Formula E is an evolution it's a different type of racing that has its main feature that it's instead of combustion electric so it's basically using a different technology to do something that was being done before but in a different way so the origin of it is you know we are a group of people that were racing in the old way if you like we were in combustion I had my team in GP2 which is today Formula 2 I was very involved in Formula 1 and more and more sponsors were starting to express concerns about the sustainability about the environmental problems about climate change and we thought and I thought we need to create a green version of motor racing and that is Formula E Formula E it's a championship that helps develop electric car technology that helps promote the image of electric cars the perception of electric cars that effectively has as an objective to have electric cars all around the world. One thing that is very important that we know from motorsport is that it's a very good platform for test new technologies so how do you see Formula E as a test environment for because we see a clear trend on automotive industry for electric so how do you see that? Well Formula E clearly and the ABV Formula Championship the whole the whole championship it's a laboratory it's a place where teams and now car manufacturers can test the technologies and the solutions that then they can implement on the road cars and of course to be a true laboratory you need to have the right players in the laboratory and now we do. When we started Formula E most of the teams were private then Renault and Audi were the first to join but then it was kind of an avalanche of OEMs. Mahindra was there from the beginning but then we have of course people like Jaguar came in and then BMW, Mercedes, Porsche, Nissan, NIO in China I mean you know we have all these OEMs they are the ones who will develop their solutions that then they will try to win with those technologies the championship and then they will use those solutions for the road cars. We said a lot about the teams and the competition but about the public so because it's also a transformation on the public behavior for example if you go to a Formula 1 and you watch one of the key aspects is the noise of the engine you know and all that dynamics so how do you plan on what which kind of actions are you taking to also transform the way people feel and follow Formula E. Definitely the fan base is a key of this whole game and we focus on a younger demographic we think that a younger demographic is more concerned about climate change about environment about using clean technologies and to catch the young demographic we make things that are very aggressive very risky very video game kind of like that wouldn't be possible in more traditional motorsport for example we have the thing called the attack mode where a car if they go out of the racing line they can go over a special line it's like when the Mario Kart they go and they catch the start and for four minutes they have extra horsepower and they have extra energy to go and overtake the cars in front so we bring together almost the race and the video game concept to capture a younger demographic and it's working also we focus a lot on social media we focus a lot on short form content and all those things are now what people is using to enjoy entertainment they like to watch it on their mobile device and they like to watch short super cool super quick action sports action they don't really necessarily sometimes they do of course but watch an hour an hour and a half of content in front of the TV yeah you are a clear disruptor in the market but what would you say for those who are incumbent not only on the motorsport but imagine a traditional motorsport or a traditional organization that is facing disruption everywhere what would be your advice to these CEOs to the C-level executives about how they should transform their business well obviously that's that's a very big question and I'm not the most qualified to really give advice to those big CEOs but for me I think the main message is there is no panic here there is not a situation of life or death there is simply a necessity of adapting the business and adapting the business model and finding a good business model for the next phase and that's a challenge obviously for the for the car industry is a challenge to make money out of electric cars the the current has been making money out of combustion cars for a long time the main added value was of course in the engine now the electric motor has less added value it's almost a commodity so the business model is going to be based more on brand is going to be based more on the interior of the car is being based more on driverless technologies that you can implement in connectivity for the car so there are many different areas which those car brands can focus on to find the business model so that's what they're doing some of them with more success than others it's a time of change in the car industry formulae is just a tip of the iceberg we're a symptom of what's going on the fact that Mercedes Porsche Jaguar Nissan are all in formulae it's just a symptom of the change that has to happen in the industry and if you can close your eyes and open your eyes five years from now how do you see formulae I see formulae as a future of motorsport I see electric racing as a future motorsport I don't know what's gonna happen in the future of obviously formula one is the biggest championship out there the biggest brand millions and millions of followers we of course all know that and I'm a big fan of formula one so I don't know what kind of future we have together maybe formula one formulae or separate I have no idea but definitely I see formulae growing and growing and becoming the other center stage of motorsport being the sport linked to the industry the industry is electric and formulae is the electric championship so yeah that's where I see it and how do you see the future of the automotive industry do you see moving towards full electric well the automotive industry of course is in a crossroads now I think the automotive industry is gonna continue obviously it may have to go through some changes like I was saying to find a new business model for electric cars I think combustion cars still have a future combustion engines are gonna go more and more and more efficient so improving the efficiency of combustion it's definitely gonna be part of the future of the car industry another big part of the car industry is gonna be electric and definitely transportation needs to reduce drastically the amount of emissions of greenhouse gases to the atmosphere so that is the main mission for the motor industry in the next decades