Interview with Eugenio Franzetti, Director of DS Performance – Part 2

Read also: Interview with Eugenio Franzetti, director of DS Performance – Part 1.

How can the presence of DS Automobiles in Formula E help in the design of its future vehicles, knowing that the brand will only launch 100% electric models from 2024?

Since the creation of the brand in 2014, electrification has been part of the strategy. DS Performance was born a few months after DS Automobiles to help, through motorsport, with the electrification of the brand. It serves as a laboratory to develop certain technologies.

Thanks to the brand’s commitment to EVs since the first generation (2015-2018), we are passing on our experience to the engineers working on production vehicles. The second generation (2019-2022) was instrumental in developing the current range of electrified vehicles. The third generation (since 2023) will be used for the next generation of electric cars, which will be available from 2024 onwards.

For example, the experience of regenerating batteries during braking is important for developing future models of the brand. The engineers who worked on generation 2 collaborated with those who developed the E-TENSE 4×4 360 horsepower engine that equips our DS 7 and DS 9 models. There is a real transfer of experience between the track and the road.

Motor racing is also a communication tool to boost and enhance the brand’s image through victories, and the fact that Formula E has become a world championship.

DS is committed to FE at least until 2026, before the arrival of Gen4. Does the brand plan to stay involved in the long term or does it plan to engage in another category?

It’s too early to say. We are committed until 2026, until the end of Generation 3 with Penske Autosport. Today, as a participant in the championship, we are in discussions with Formula E and the FIA to define the specifications and requirements for Generation 4.

The desire is there, but for the moment it is about transmitting our experience to the authorities for both the technical and communication aspects. The objective is to have a generation 4 that will give even more visibility to the championship and the manufacturers present.

As Italians, you will once again have the opportunity to host two Formula E races during season 10, unlike France, which is still absent from the calendar. What is missing for France to make its comeback?

France is the number one market for DS, so it’s important to be there. We know that it’s complicated to run a race in Paris today, especially with the Olympics next year. But if the opportunity to return there arises, we will be in favor of it.

Today, there is Monaco. Therefore, we will use Monaco with its glamour and history to launch activations for the French market. Last year, DS France had invited dealers and people working in the DS network, which is important to us. So if there is an opportunity to have a race in Paris or elsewhere in France, we are interested and ready to support a project.

The Formula E is a championship that is growing year after year, but still remains far from the popularity of Formula 1. How do you see these two championships coexisting as we enter the era of full-electric soon?

It’s difficult to compare a championship that has over 70 years of history to a championship that is starting its 10th season. I think no championship has achieved what Formula E has done in just 10 years. Why? Because it is well organized, well managed, and because it is very current in relation to the electric revolution that is already here. So, these are two complementary championships that can really work alongside each other, without any problem.

Formula 1 is a championship that is wealthier, more expensive, with a history, experience, and legendary races. On the other hand, Formula E is a very interesting championship for competition. Unlike other championships like F1, WEC, or WRC, the title was awarded during the last race last year.

Then, it’s a very interesting championship for manufacturers from a cost/visibility perspective. The return on investment in Formula E is better compared to the money involved and the audience worldwide. The opportunity to transmit the experience to engineers working on production cars is also something unique.

From a public point of view, there are on one hand the passionate historic motorsport enthusiasts who enjoy listening to engines and will be more attracted to Formula 1, and on the other hand, a younger, more female audience, which allows us to tell a slightly different story. For the FIA, this is perfect as it allows them to reach an even wider audience, and for the manufacturers as well, as they know who they are communicating with.

I think that motorsport is in a magical moment. We have Formula 1, which will always be Formula 1, and will become even more hybrid in the future. There is the WEC, which is a magnificent championship. There is the WRC, which is very interesting from a technical and spectacle point of view. And there is Formula E, which is the best in terms of electric development. It is also a championship that remains open until the end with overtaking and suspense. Formula E is a bit like the four-wheel version of MotoGP. Highly contested and undecided until the last race.