Johnny Herbert’s new role will see the former F1 driver transition to Formula E just a day after his unexpected FIA exit.
The three-time F1 Grand Prix winner and well-respected figure in the motorsport community has joined Lola Cars as their Global Brand Ambassador following .
Johnny Herbert’s new role comes following his dismissal from F1 stewardship role by the FIA after 15 years of service with the governing body, where he was renowned for officiating several Formula 1 races.
The FIA’s decision to part ways with Herbert was reportedly due to a perceived conflict of interest stemming from his media engagements. Over the past year, the ex-F1 driver had been vocal in his commentary on various F1 issues, which was deemed incompatible with his role as a steward.
His outspoken nature had led to controversies, particularly regarding penalties he imposed during races, including a notable one on Max Verstappen during the Mexico City Grand Prix. Despite these challenges, his reputation in motorsport remains strong.
Johnny Herbert’s new role at Lola Cars will include leveraging his extensive experience in motorsport to boost the brand’s presence in the competitive landscape.
Lola Cars has recently made its entry into Formula E, aiming to establish itself as a leader in sustainable engineering and motorsport. Herbert’s responsibilities will include promoting Lola’s initiatives in electrification, hydrogen technology, and sustainable fuels and materials.
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Herbert’s appointment is seen as a strategic move to bolster Lola’s ambitions and further its legacy within the motorsport industry. He expressed his excitement on joining Lola, highlighting the brand’s history in motorsport.
“The nice thing for me is that Lola’s return is both a great news story for the motorsport industry and also it almost marries together different eras of racing,” Herbert told The Race.
“Lola’s heritage was all about where the engineers came from. They went through Lola, March, Reynard, etc. and at that time it was like a university for engineers.
“In 2025 it’s not only back, but it’s back in one of the most innovative types of racing you can get – Formula E. And knowing Till [Bechtolsheimer, Lola owner], and guys like Keith this is just the start of a new technical adventure so it’s really exciting.
Lola Cars’ chairman Till Bechtolsheimer praised Herbert’s appointment as a significant milestone for the company. He highlighted Herbert’s talent and sportsmanship throughout his career, expressing eagerness to collaborate with him.
In addition to his work with Lola, Herbert will also be involved in business partnerships and developments, working closely with sponsors and stakeholders to maximize opportunities for both the brand and its partners.
The 60-year old’s extensive network within the motorsport community positions him well to facilitate collaboration and drive growth for Lola Cars.
The timing of Herbert’s new appointment is particularly noteworthy as it comes just ahead of the 2025 F1 season, which is set to commence with the Australian Grand Prix on March 16.
Despite his FIA exit, Herbert remains a significant presence in motorsport commentary and analysis.
