Formula E targets smartphone-obsessed younger generation

Formula E - the electric car equivalent of Formula One set to launch next year - will draw on elements from both reality television and video games as a way to appeal to a smart phone-obsessed younger generation.

The electric car races, based in 10 cities around the world including London and Beijing, will allow spectators to participate through live, online video games. While watching the event, spectators will be able to race against digital, real-time simulations of the drivers on a tablet or smartphone.

The typical roar of Formula 1 will be replaced with the altogether quieter hum of electric cars, although each event will be accompanied by electronic dance music to ensure that the decibel count remains high.

The audience will also have some influence over the outcome of the race. Through their smartphones, spectators will be able to vote for their favourite driver. The most popular - in a manner reminiscent of the Nintendo video game Mario Kart Racing - will receive an extra burst of speed, propelling him or her past opponents.

Alejandro Agag, the man behind Formula E Holdings, which will run the events, said Formula E is aiming to capture the notoriously short attention spans of the smartphone generation in order to promote electric vehicles.

"The demographic of 10-16 year olds is a very complicated demographic - they don't want to just watch any more. They don't want to buy a Ferrari; they want to buy a smartphone," he said.

Electric cars, unlike smartphones, have yet to capture consumers' hearts. Last week, Renault-Nissan announced that sales of electric cars had fallen far short of targets, with chief executive Carlos Ghosn blaming a lack of infrastructure.

Mr Agag hopes the Formula E championship, which is endorsed by Federation Internationale de l'Automobile, the motorsport governing body, will provide a boost to the electric car industry. "We want young people to watch these races and want to go out and buy an electric car," he said.

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