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Cannes Lions: McLaren's Jenson Button and Ron Dennis question the commercial model of Formula E

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By Stephen Lepitak, -

June 18, 2013 | 2 min read

Formula 1 driver Jenson Button and McLaren boss Ron Dennis both questioned the viability of commercial model of up and coming electronic racing sport Formula E as a commercial and exciting prospect while talking at the Cannes Festival of Creativity.

Speaking to The Drum, Dennis explained that McLaren was working as a technology supplier to Formula E, which is set to begin its first season next year. He explained that the partnership was with the intellectual rights holder, and while he wished it well, he could not see the commercial model being a success.

He questioned the decision for each race to be located within city centres, claiming that he knew the cost that such an infrastructure would need in order to cope with cars driving at speeds over 120 mph and that the economic model didn't seem to make sense.

"I wrestle with how the economic model is going to work," stated Dennis. "I'm not too convinced that silent vehicles will have the same dynamic and I'm not sure who's going to drive the vehicles because I don't think many of the real drivers in F1 will embrace it and I can't see the attraction. I've seen so many racing series come and go over the years, I don't wish it on this one, but I just don't get the economic model."

Meanwhile Button also said he hoped the sport would be a success but couldn't see the attraction to F1 drivers either.

"For me growing up as a kid, I loved F1 with the greats like Ayrton Senna and the philosophy of the sport with big teams like McLaren and Ferrari. There's so much history and passion there. That's never going to go away in F1. You're always going to have great teams and the best drivers in the world wanting to fight and race in F1. Formula E is completely new and if it does continue for many years, it's going to take a long, long time for drivers to think 'I want to go and race in a formula E. for me Formula 1 is the pinnacle and always will be."

Meanwhile, Dennis also described McLaren as a "technology brand that happened to be in racing" earlier in the day.

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