@F1nomics recently caught up with Oliver Optiz, who is responsible for the Strategic product development at Würth Elektronik eiSos and is the project leader for technology partnerships to discuss their partner Abt Formula E Team’s home ePrix in Berlin, “that result” and their successful partnership.
Abt is the first team to confirm both its drivers and its technology partner for next season; what is the status of Würth Elektronik eiSos’ relationship with the team?
OO: We have a multi-year contract with Abt Formula E – actually it came off the long standing existing relationship (over 10 years) we have with the team in DTM. Abt and Würth Elektronik eiSos know each other very well so we know when they make a commitment like this, it is not a short term deal.
With regards to Brand Awareness, having our logo or sticker on a car is an additional (benefit) because this is mainly a Technology partnership. For us, on the technical side, we can clearly define new test procedures to increase reliability and have customers interested in paying for the excellent performance. We can clearly measure how much money we invest into development and what the outcome from, let’s call them “Quality+” products is.
Also, we noticed that we are getting quite a lot of job applications from students or professionals seeking employment, and that they refer to Formula E: they recognise the company name from the series and they are more aware of it.
With regards to Brand Awareness, having our logo or sticker on a car is an additional (benefit) because this is mainly a Technology partnership.
Reaction to Berlin ePrix and the “aftermath”
OO: Berlin was a good event despite the result (Lucas di Grassi was excluded for running a modified front wing) I mean depends how you look at it; from the Drivers’ championship perspective, there was a lack of points for Lucas (di Grassi) but in terms of publicity and awareness for the brand and the team, it was good. Usually the race is over once the drivers receive their trophies and you look forward to the next race. But here, even with the disqualification, people are still talking about it after the race, they post pictures so awareness was even better!
(Full interview will be available in next edition of eRacingMag)