Formula E: Qualcomm on the perfect partnership

Screen Shot 2016-07-14 at 13.13.55.png

With the second season of Formula E having concluded around the tight and twisty confides of Battersea Park, JWGP sat down with Graeme Davison, VIP of Technology for Qualcomm Europe, to discuss Qualcomm’s involvement with the sport and intriguing plans for the future.

Qualcomm are a founding partner to Formula E. Qualcomm operate as series investors, sponsors and technology providers. They are committed to the success of Formula E. The first engagement between Qualcomm and Formula E took place 4 years ago through a meeting in which Formula E founder and CEO Alejandro Agag presented the concept of the series to Graeme in a meeting in San Diego. For Qualcomm, Formula E ticked a number of boxes they saw as crucial to their own development plans. The series offers a strong Sustainability and Environmental message, it creates a platform to make EV (Electric Vehicle) technology fun and interesting, and it brings motor racing to the City Centre, putting it in the hand of a more technology savvy younger audience.

Screen Shot 2016-07-14 at 13.14.22

Through Graeme, Qualcomm act as a virtual technology officer for the series, providing support on technology challenges far beyond the remit of solutions Qualcomm are actively involved in.

Graeme speaks with great pride over the achievements he has seen in the first two seasons of Formula E, reflecting on the first day of testing for the series

I’ve seen it since the first laps of testing in Donnington in which the only car to complete a lap was the rescue truck. Now we find ourselves at the end of the second season, with the championship so closely contented. It’s been fantastic”

On the success of the series Graeme continues:

“The uptake from fans and OEMS (original equipment manufacturers, e.g. Renault, Citroen) coming to the series and looking at how Formula E can act as a showcase for their EV technology and development. Quality of sponsors coming in is amazing. The championship has gone from strength to strength to strength, It has been amazing”

We went on to explore what it is about Formula E that is attracting so many premium sponsors to the sport:

“As a new series, partners can make more of a mark, a unique name and stance coming to the sport than they can coming to F1. Sponsors look for different things from different partnerships. With Formula E they see a different age group, different emphasis on Technology possibly closer to that you might expect to see with the end user.”

Qualcomm are involved in both Formula E and Formula One, using each platform in different ways. They see a clear advantage to being involved in both categories. When discussing who Qualcomm are looking to appeal to with their Formula E involvement Graeme commented:

“The Formula E demographic is a younger audience. The series is targeting the city dweller that wants to walk or use public transport to come to a race. Fanboost proves social interaction works, it’s very much a marmite topic, you either love it or hate it. When teams first started communicating on Fanboost it would be a tweet in Friday before the race, now you see teams running competitions, fan days, complete fan team immersion. What the teams are seeing is that the audience receptive to this engagement are generally the younger markets. That being said, if you take a look around a event today what you find is a complete cross section of followers form the hard-core racing fan, to the younger generation. “

So what do Qualcomm actually do in Formula E, and how is it developing?

Screen Shot 2016-07-14 at 13.14.10

The Qualcomm Formula E relationship is at an event level so it’ about changing the event experience. What’s in it for the fan’s the sponsor’s, for everybody watching worldwide.

Since the inception of the series, Qualcomm have developed and supplied wireless charging solutions for the BMW i8 Safety car, through season 2 and into season 3 they will continue to work on the development of the safety car arena and the wireless charging. BMW are looking at making some changes on the car, Qualcomm implemented power changes between season 1 & 2, increasing the amount of energy being transferred across. A complete charge takes around 60 minutes, with BMW increasing the power and battery size of the safety car in season 2 Qualcomm increased the amount of energy transfer to maintain the charge time.

Qualcomm are working with Formula E on a number of other topics, but at this time were not in a position to disclose too much information on the projects.

One area Graeme was able to discuss was that of wireless charging in the pitlane

“We are looking at what’s involved in putting wireless charging on the race cars. Many factors must be considered to achieve this including; new materials, space requirements, weight requirements and costs. The added complexity when working with an entire series is that you are working with 10 teams, and working to ensure solutions are built into rules and regulations

It’s more than a technology thing, it’s understanding the entire picture. We have completed analysis on the car and what could be done from a technology stand point. We now need to continue the conversation with Formula E on how and when we do it.  Then you have the question of where does it fit in the series? Do we put it in the pit lane so cars can charge while they are parked outside, which wouldn’t be possible under current safety regulations, but would attractive for fans and sponsors, with the cars being on display for greater periods of time”

Thought is clearly being taken into not only finding a technology solution, but ensuring the application is positive for the series.

To round out our conversation JWGP asked Graeme about the ultimate boyhood gamer dream, Mario kart style boosts around a Formula E circuit:

“When Alexandro first came to Qualcomm he asked the question if they could ever have a fully electric track, so you could do a 24hr race. They question is not if but when!

Finally, a question on Roborace and autonomous driving in general

The relationship between Formula E and Roborace is a caretaker tenant relationship. Similar to the Porsche Supercup and F1. Formula E holdings have an asset of a track at events which they want to get more utilisation from to give fans a longer more diverse experience, do more with the track. Roborace is one of those things.

Wireless charging is fundamental to autonomous driving. An autonomous car has to use wireless charging; you can’t expect the technology to find a way to plug itself in.  Qualcomm can support this requirement, It forms part of the Qualcomm autonomous technology toolbox, with automotive snapdragon processor chips, neural networking learning chips, censoring technology that sits on the car, image recognition and computer vision, they are all research programmes that Qualcomm talk about regularly, then the connectivity challenge. Autonomous cars will require 4G and 5G connectivity to function so Qualcomm are looking at ways to support this. Qualcomm can provide these tools to the automotive manufacturers bringing this to the road or to activities such as Roborace. We provide the fundamental building blocks for autonomy, the car manufacturer comes along to utilise the ingredients to make the finished product.

My thanks to Qualcomm and Graeme Davison for taking the time to talk to JWGP on Formula E and the future of Qualcomm within the series.

You can follow Qualcomm on Twitter here and Graeme here.

I look forward to reconnecting with Graeme and the Qualcomm team in the near future to discuss in more detail plans for season 3 of Formula E.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s