Innovation driving: The business behind the Formula E team of Mercedes-EQ.
This is fast. It’s quick. It’s awesome. And everything is electric. And everything is electric.
The new motorsport in the city is ABB FIA Formula E World Championship.
This racing event has been similar in many respects to Formula One since 2014. In the city centers of some of the world’s most iconic places, the competition takes place. Cars are open-cockpit single-seat machines with open-wheel speed.
But the Formula E cars – up to 175 mph – are powered exclusively by electric batteries.
This sport is a chance to demonstrate impressive technology for the Mercedes-EQ Formula E team.
Naturally on the race circuit.
But it also supports the car and drivers in business activities.
Racing’s corporate side.
“It was two challenges when we decided to join the racing circuit in 2019,” says Laura Goodrick, Mercedes E Team Chief Financial Officer, Formula E. “We set up a brand new racing team, but at the same time we created a startup company essentially.”
The racing team chose SAP S/4HANA Cloud to start up this dedicated support organization very fast.
Goodrick explained that the solution provided both rapid deployment and support for an ongoing team.
“We are active in the UK, Germany and in competitive locations all over the world,” says Goodrick. “Therefore it really gave us an advantage to be cloud-based.”
The SAP S/4HANA cloud is used by practically the entire team to put data on the fingertips. This helps them to control and improve the global supply chain financially on the international race circuit.
The team also uses state-of-the-art technology to learn more from a young race enthusiast.
Ian James, team principal of the Mercedes-EQ Formula E team, said: “Without the fans, there will be no sport. “It’s extremely important to understand what the fans want from the sport.”
And the new sport’s demographics are quite interesting. For instance, data released after its 5th season by the ABB FIA Formula E Championship revealed a 72% stake in social networks below 35 years.
For the ultimate customer experience, the Mercedes-EQ Formula E team uses experiential management solutions by SAP and Qualtrics.
“We receive immediate feedback to help us identify where we set the benchmark and where gaps exist and where improvements can be made,” continues James.
Formula E racing is about innovation and technologies that can dominate sustainable transport.
“Formula E provides us with a platform to showcase our Mercedes EQ brand’s technology,” Goodrick says.
And at racetrack speed, the business segment of Mercedes-EQ is growing.
The company will launch more that 10 different all-electric veins on the market by 2022, and customers will be able to choose a minimum of one electric alternative across every model series from Daimler AG, owned by the Mercedes-Benz or the Mercedes-AMG brands.
The future of car racing and the future of our daily commute could be all-electric vehicles.