Herbert joins Lola Cars as Global Brand Ambassador

Former Formula 1 driver Johnny Herbert has joined Lola Cars as a Global Brand Ambassador, just a day after confirming his departure from his FIA stewarding role.

Herbert's position with the legendary British marque will involve close collaboration with Lola’s sponsors and clients, aiming to strengthen existing partnerships and drive further business growth.

Lola Cars, after a 12-year hiatus, made a winning return to motorsport in 2024 in Formula E as a technical partner with Yamaha of the championship-winning team, Abt.

“It’s hugely exciting to be involved with an iconic and successful championship-winning marque like Lola,” said Herbert.

“Lola has always been a big part of the motorsport world and, having grown up with Lolas around me in Formula Ford, sports cars and F1, joining the team for this next chapter feels like the perfect fit.

“I look forward to working with Lola and its partners, opening doors for the brand and helping contribute not only to the renewed success of such a storied name, but to the sustainable future of top tier motorsport as well.”

A Wealth of Experience

Herbert’s arrival is not just a boost to Lola’s commercial endeavors but also brings a wealth of experience that will benefit its current Formula E drivers, seasoned racer Lucas di Grassi and rookie Zane Maloney.

“The addition of a driver like Johnny to the Lola team is a real landmark moment for me,” commented Lola Cars chairman Till Bechtolsheimer, who acquired the company in 2022.

“Having witnessed numerous displays of his talent and sportsmanship throughout his career, I am thrilled to get the opportunity to work alongside him.

“He is not only an ideal ambassador for everything that Lola stands for, but his wealth of experience will be a priceless resource for our present and future drivers.”

Committed to Formula E’s Future

Lola’s return to top-level racing has seen the company secure its place in Formula E under the GEN3 Evo regulations and commit to the future GEN4 era.

Additionally, the company is exploring opportunities in electrification, hydrogen, and sustainable fuels and materials, with its immediate focus firmly set on Formula E.

• Read also: Johnny Herbert responds to FIA steward dismissal

“Johnny’s arrival in the role of Global Brand Ambassador marks another huge step on the Lola journey,” said Lola Cars COO Keith Smout.

“As a globally recognized and respected figure, he will play a key role in working with current and future sponsors to maximize the opportunities available to both them and Lola.

His extensive experience and broad contacts within the motorsport world also make him ideally suited to assisting in our business development ventures, helping to build a solid foundation for future success.”

With Herbert now on board, Lola Cars looks to continue its resurgence, leveraging the three-time Grand Prix winner’s deep motorsport knowledge and industry connections to enhance its presence and competitive ambitions in the world of racing.

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