Fan-friendly time at the track

While a Formula One race can wake the dead with the roar of engines, the electric buzz of a Formula E competition is much easier on the ears - and that's attracting a new generation of race fans.

"Formula E is ideal for families and children to watch because the level of noise is much lower," Alejandro Agag, CEO of Formula E, said during a recent trip to Shanghai. "Our audience has a much younger demographic."

Shanghai, which will likely become the third Chinese stop on the Formula E circuit after Beijing and Hong Kong, also hosts Formula One.

While motor sports fans often compare the two series, Agag sees them as more "complementary" than competitive.

"We are very different. Formula E only races in city centers while Formula One normally races on tracks outside cities," he said.

"Racing in city centers makes Formula E more accessible to spectators, who can easily get to the venue. Besides, city centers, where we have got the biggest problems with pollution and noise, are the best places for electric racing to promote green mobility and a sustainable future."

Jean-Eric Vergne, a Formula E driver who used to race in Formula One, said E racing's popularity will only continue to grow.

"Formula E's fan base is younger than Formula One. We are going to hear more and more about electric vehicles and there will be electric races all around kids and teenagers as they grow up," Vergne said.

To attract the younger demographic, Formula E incorporates many cool events away from the track and makes full use of social media.

Last month's race in Mexico City was like a big all-day party. Spectators had free entry into the entertainment area called "eVillage", where fans met drivers for an autograph session and a lucky few got an opportunity to compete against top drivers on simulators.

Formula E has also brought a whole new meaning to fan engagement by launching "FanBoost", which allows the public to vote for favorite drivers, giving them an extra boost of energy during the race.

"There's a lot more fan engagement in Formula E than Formula One," said Ivan Yim, managing director of the Team Techeetah. "If you look at FanBoost, you don't see that in any other motor racing series."

Currently in its third season, Formula E upcoming schedule includes races in Monaco, Paris, Berlin, New York and Montreal.

xujingxi@chinadaily.com.cn