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電動(dòng)汽車方程式比賽要來了,你會(huì)看嗎?

電動(dòng)汽車方程式比賽要來了,你會(huì)看嗎?

Daniel Roberts 2014年02月17日
電動(dòng)汽車方程式是一項(xiàng)全球性的賽車錦標(biāo)賽,不僅吸引了眾多大贊助商和成名車手,還有社交媒體的噱頭可以炒作。但它能獲得主流的認(rèn)可嗎?一切或許取決于電動(dòng)汽車行業(yè)能否改變?nèi)藗儗?duì)電動(dòng)汽車的成見。

????很多人總覺得電動(dòng)汽車只是糊弄理工宅男的玩意兒,但是你聽說過電動(dòng)汽車方程式錦標(biāo)賽嗎,它可能將在今年九月徹底改變你的老觀念。

????FIA電動(dòng)汽車方程式錦標(biāo)賽是一項(xiàng)新興的全球賽事,只接受電動(dòng)汽車參賽。它將于今年9月13日在北京拉開戰(zhàn)幕,然后轉(zhuǎn)戰(zhàn)馬來西亞的布城、巴西的里約熱內(nèi)盧、烏拉圭的埃斯特角城、阿根廷的布宜諾斯艾利斯、美國(guó)的洛杉磯與邁阿密、摩洛哥的蒙特卡洛、德國(guó)柏林和英國(guó)倫敦九站。其中大多數(shù)賽程將安排在城市道路上,而不是封閉的賽車賽道。

????本次賽事采用的賽車都是裸露式駕駛艙及輪胎的歐式賽車,而不是NASCAR的美式賽車。目前所有選手都將駕駛同一款車型,也就是上個(gè)月剛剛在拉斯維加斯的消費(fèi)電子展上亮相的Spark-Renault SRT_01E型電動(dòng)賽車。它的最高時(shí)速能達(dá)到150英里(約為241公里),雖然還遠(yuǎn)遠(yuǎn)不如NASCAR賽車的200多英里,但也絕對(duì)不算慢。駕駛時(shí)發(fā)出的高分貝的轟鳴聲,使它看起來和聽起來都像一輛實(shí)車大小的玩具車。雖然它有可能是理工宅男的夢(mèng)想神車,但傳統(tǒng)的熱血賽車粉到底會(huì)不會(huì)對(duì)它感興趣呢?

????市場(chǎng)分析機(jī)構(gòu)Networked Insights的首席執(zhí)行官丹?尼利認(rèn)為:“首先他們要克服人們的成見。人們一提到電動(dòng)汽車,腦海里就會(huì)想到‘經(jīng)濟(jì)性’。但是對(duì)于喜歡賽車的人來說,經(jīng)濟(jì)性是他們最不關(guān)心的問題。另外人們總覺得電動(dòng)車就是慢的,但是如果你看看特斯拉,就知道那不是一臺(tái)慢車。但是消費(fèi)者首先想到的是普銳斯那種電動(dòng)汽車,而不是特斯拉?!?/p>

????這項(xiàng)賽事背后除了雄厚的財(cái)力支持,也少不了名人效應(yīng)。除了創(chuàng)辦賽事的兩個(gè)合伙人亞歷杭德羅?阿加格和恩里克?巴紐埃洛斯的投資之外,波士頓凱爾特人隊(duì)和舊金山49人隊(duì)的股東Causeway Partners公司也為賽事投資了2000萬美元。影星萊昂納多【他也是混合動(dòng)力汽車廠商菲斯克(Fisker)的投資人之一,可惜這家公司已破產(chǎn)】還與文圖瑞汽車公司(Venturi Automobiles)組建了一支車隊(duì)參賽。萊昂納多表示,這些賽車的環(huán)保性能是吸引他參賽的原因。

????電動(dòng)汽車的短板還會(huì)在賽事中不時(shí)顯現(xiàn)出來。首先是速度相對(duì)較低(并不是說像“你現(xiàn)在正用電炒鍋?zhàn)霾恕蹦菢樱Y愜囯姵刈罡呖梢猿掷m(xù)25分鐘——在某些情況下可能更短,取決于車手的車速。這意味著車手中途進(jìn)站的時(shí)候,要干的事情不是加油、換輪胎,而是要換另一臺(tái)備用車,而且中間要換兩次車。電動(dòng)汽車方程式的賽制是50分鐘,那么為什么要換兩次車而不是一次呢?電動(dòng)汽車方程式的CEO阿甲格說:“通過這種做法,各車隊(duì)的策略就會(huì)豐富多樣起來。如果中間只有一次進(jìn)站機(jī)會(huì),大家都會(huì)跑25分鐘,然后同時(shí)換車,這一點(diǎn)也不激動(dòng)人心?!币虼耍壳暗挠?jì)劃是,每個(gè)車手出發(fā)時(shí)都有兩臺(tái)充滿電的備用車,而且他可以自行決定兩次換車的間隔。(另外阿甲格表示,規(guī)則還可能有變動(dòng)。)不過對(duì)于電視轉(zhuǎn)播來說還有一個(gè)擔(dān)憂,那就是如果車手換備用車的時(shí)間太長(zhǎng)了,或者太多車手同時(shí)換車的話,觀眾看起來也會(huì)覺得很無聊。

????而這是??怂闺娨暸_(tái)(Fox)最不想看到的事情。福克斯體育臺(tái)(Fox Sports)購(gòu)買了電動(dòng)汽車方程式前三個(gè)賽季在88個(gè)國(guó)家的電視轉(zhuǎn)播權(quán)。電視轉(zhuǎn)播本身也在影響著賽制。阿甲格指出,賽程之所以是50分鐘,是因?yàn)椤半娨曓D(zhuǎn)播要求一個(gè)小時(shí)內(nèi)總共只能有50分鐘的純內(nèi)容時(shí)間。沒人想看一場(chǎng)超過一小時(shí)的賽車。我認(rèn)為,現(xiàn)在所有賽車比賽的賽程都太長(zhǎng)了?,F(xiàn)在人們的注意力持續(xù)時(shí)間越來越短,尤其是年輕一代?!?/p>

????這的確是事實(shí)——現(xiàn)場(chǎng)直播體育活動(dòng)現(xiàn)在不得不與越來越多的其它娛樂方式競(jìng)爭(zhēng)人們的眼球。因此,賽事營(yíng)銷總監(jiān)阿里?拉塞爾說:“社交媒體必須成為這項(xiàng)賽事的一個(gè)核心戰(zhàn)略,而不能只是個(gè)添頭。我們的目標(biāo)受眾是15到25歲的年輕人,比一般的賽車迷要年輕很多?!睘榱擞线@個(gè)群體,拉塞爾和他的團(tuán)隊(duì)已經(jīng)在探討實(shí)時(shí)博彩的可能性。另外,他們還在規(guī)劃一個(gè)可能在青少年中引起廣泛反響的社交媒體戰(zhàn)略,但它也幾乎肯定會(huì)吸引諸多老車手的注意:那就是,根據(jù)車手們?cè)谏缃幻襟w的人氣提供獎(jiǎng)勵(lì)。

????The notion that electric cars are just for crunchy hippies might get squashed flat in September -- by an electric race car.

????The FIA Formula E Championship, a new global racing series with only electric cars, will launch Sept. 13 in Beijing. From there it will head to nine cities: Putrajaya, Malaysia; Rio de Janeiro; Punta del Este, Uruguay; Buenos Aires; Los Angeles; Miami; Monte Carlo; Berlin; and London. Most of the races will happen on city streets, not in closed circuits.

????The cars are open-cockpit, open-wheel, like European race cars, not like the autos in NASCAR. For now, each driver will be in the same exact model: the Spark-Renault SRT_01E, which was unveiled at the Consumer Electronics Show in Las Vegas last month. It can hit a maximum speed of 150 mph -- far below NASCAR's top speeds of over 200 mph, but hardly slow. It emits a high-pitched whine (you can watch a test drive here), making it look and sound like a life-sized toy car. That may be a tech nerd's dream, but will it appeal to red-blooded racing fans?

????"The big stigma they have to get over is that when people think electric, they think 'eco,' and people who care about racing, that's the last thing they care about," says Dan Neely, CEO of marketing analysis firm Networked Insights. "There's still that perception that electric is slow. Shoot, if you go look at a Tesla, that's not a slow car, but [consumers] think of electric as Prius, not Tesla."

????Still, the series has funding and celebrity firepower. In addition to the $100 million that founding partners Alejandro Agag and Enrique Banuelos have committed to invest, Boston/Silicon Valley-based Causeway Partners, which has ownership stakes in the Boston Celtics and San Francisco 49ers, invested $20 million in the series. The actor Leonardo DiCaprio (who was also an investor in bankrupt hybrid-maker Fisker) partnered with Venturi Automobiles to enter a team in the series, and has said that the eco-friendliness of the cars is what appealed to him.

????The electric car perception problem will rear its head in a number of ways. Speeds are relatively low. (The phrase isn't, "Now you're cooking with electricity!") The battery charge lasts for a maximum of 25 minutes -- in some cases even less, since the speed of depletion will depend on how fast the driver goes. That means when drivers pull in to the pit, it won't be for fuel and new tires, it will be to physically change cars -- and they'll do it twice. Formula E races will last 50 minutes, so why twice, instead of just once? "What we gain by that is that the strategies will vary," says Agag, who is CEO of Formula E. "If there was only one pit stop, everyone would run 25 minutes and change cars at the same time. And it is not so exciting." The current plan: Each driver will begin each race with two fully charged cars and can make the two switches at whatever intervals he chooses. (Agag cautions that the rules could still change.) A potential TV concern: If drivers take too long to hop into the spare car, or if too many are switching at the same time, it could look boring to viewers.

????Boring is the last thing that Fox wants. Fox Sports purchased the rights to broadcast Formula E's first three seasons on TV in 88 different countries. And TV has played a role in shaping the event itself: Races will be 50 minutes because, Agag says, "TV is asking us for a total content time of 50 minutes to an hour; no one wants more than an hour of a light sport. We think all the races now are taking too long. The attention span is getting shorter, especially with the younger generation."

????That's certainly true -- live sports are competing with more forms of entertainment than ever for young eyeballs. And so, "social media needs to be a core strategy to what we do, not just an add-on," says CMO Ali Russell. "Our target audience is really a 15- t0 25-year-old, far younger than the usual motorsport fan." To cater to that group, Russell and team have discussed real-time gaming possibilities. They're also planning a social media strategy that may work with teens, but will almost certainly elicit eye-rolls from seasoned car guys: rewarding drivers for social media popularity.

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