Formula E declares ‘It’s On’ ahead of season 10 start

• Season 9 saw the introduction of the Gen3 car, and now the new Gen4 will launch in the 2026-2027 championship

LONDON: Formula E has unveiled its season 10 campaign titled “It’s On,” as the electric motorsports series returns for its biggest championship starting in Mexico City in January.

The film for the global campaign is set in a Tokyo antique store, owned by a die-hard Formula E fan. The setting captures Formula E’s achievement of becoming the first FIA world championship to race in Tokyo, which is scheduled for Saturday, March 30.

Formula E has partnered with Uncommon Creative Studio for this fourth joint creative endeavor. The short film is the start of a campaign rollout ahead of the 2024 Hankook Mexico City E-Prix on Saturday, Jan. 13.

The film blends humor and drama, interspersed with highlights from season nine.

Jeff Dodds, CEO of Formula E, said: “The ‘It’s On’ campaign captures what makes Formula E so special. It’s more than a line, it’s a bold promise of another season of high drama and high excitement motorsport.

“Season 10 is another step towards defining the future of motorsport as we set new standards of innovation, whilst showcasing our commitment to sustainable, high-performance racing. As the only sport certified net zero carbon since inception, we uniquely show the world that high performance motorsport and sustainability can powerfully coexist.”

The new campaign builds on the momentum of last season, which was the most competitive yet in the ABB FIA Formula E World Championship, with the individual and team titles decided in the final weekend.

Henry Chilcott, Formula E’s chief marketing officer, said: “With eight different champions in nine seasons and a world championship title race that has gone down to the last race weekend for the last three seasons, Formula E delivers the world’s most competitive motorsport.”

More viewers than ever before watched Formula E races live last season which featured the debut of the championship’s third-generation vehicle, the GEN3, which is the fastest, lightest, most powerful and efficient electric race car ever built.

Formula E drivers pushed the GEN3 to the limit, smashing every track record. This includes the fastest top speed in a race, fastest average lap speed, more leaders than before, and triple-digit overtakes in most contests including a high of 403 passes in Portland, Oregon.