"We attract an urban and progressive audience, mainly Generation Z and millennials": a wind of youth is blowing through the Monaco E-Prix

Growing popularity. This is how we define the popularity of Formula E and its E-Prix, whether in Monaco or elsewhere. Especially among young people and families.

As you may have noticed if you spent Saturday in the streets of the Principality, the electric race attracts a young and varied public.

"It's quite different from traditional motorsport ," Ellie Norman, head of marketing for Formula E, tries to sum up . "For example, we attract about 50% women. We attract an audience that you could describe as urban, progressive. More like Generation Z [from the end of 1990 to 2012, editor's note] and millennials [born between 1980 and the end of 90, editor's note] with their young families."

“We consider ourselves inclusive and accessible.”

This popularity among younger people is no accident. "This is exactly what we want for our championship ," says Ellie Norman. "We see ourselves as inclusive and accessible."

Recently, the FE invited eleven influencers to the Florida leg of the race in Miami. These social media fans were each paired with a team and driver to share the moment with their community.

“Contracing this moment to their audience, in their own words, resonates with the audience we are trying to target.”

At the same time, Formula E offers content on its platforms, always aimed at a young audience.

"It's pretty easy to find content online. We try to vary the formats, whether it's images on board the single-seaters or radio communication. We also find videos on YouTube, race summaries very quickly after the drivers' arrival. And the races are broadcast free-to-air!"

A price sometimes divided by five compared to the F1 Grand Prix

This accessibility that Ellie Norman speaks of begins with the price of tickets.

"It's very important to us. The E-Prix is ​​much more affordable than the Grand Prix. Moreover, the figures show that the public is passionate about this sport between the ages of 6 and 10. When you go there as a family, the bill can quickly become steep."

And for good reason: while the price of a ticket for the E-Prix starts at 30 euros, the price for the Grand Prix is ​​well above that. A financial argument that's confirmed in the aisles.

"We didn't have enough money to attend the Grand Prix, so we came to see Formula E," said Oscar and Thomas, from Touët-sur-Var and attending the E-Prix for the third time. "For the Grand Prix, tickets are five or six times more expensive. Here, we're in a great position for a reasonable price."

A fun qualifying format that appeals to many

The other advantage of the E-Prix is ​​what happens on the track.

"We have cars that accelerate 30% faster than those in F1, innovative and shorter formats," lists Ellie Norman. Innovative formats that have captivated the public, especially in qualifying. "We had a great time ," said Antoine and Adrien at midday. "It's a more dynamic and visual format, especially with the one-on-one. In Formula 1 there are sometimes moments when not much happens. Here, we see a lot more overtaking . It's fast-paced and we don't get bored."

" We see more action, more spectacle," Quentin and Samuel add. "Personally, I prefer the E-Prix to Formula 1. We see more collisions, I like it when the cars hit a bit. [laughs] I have the impression that the drivers are more careful in F1. Here, they're not afraid of crashing into each other."

"We're still missing the noise of the cars."

Finally, and this is not to be overlooked, Ellie Norman believes that city circuits – particularly Monaco – benefit from their location to attract a young audience.

“ It’s easier and cheaper to get there using public transport.”

This is precisely the case for Marion and Clara, who made the short trip from Nice. "We're fans of Formula 1, but also of cars in general, so it's a great experience to come here. There's a great atmosphere, and it's an opportunity to discover a new category."

Between races, the two young women enjoyed the activities at the Fan Village , another highlight of the event. "We made a real effort with simulators, music and a whole bunch of other things," insists Ellie Norman . "These are activities that resonate with a young audience."

The success of the E-Prix has been confirmed year after year with "a growth rate of 20%" on average since its creation in 2014. Will it dethrone F1?

"We're still missing the noise of the cars ," say Oscar and Thomas. " We still prefer Formula 1 ," say Clara and Marion in unison, who, due to a lack of tickets, are unlikely to attend the Grand Prix in a few weeks. "Unless there's a misunderstanding between now and then, we'll keep our fingers crossed." [laughs]