As it nears the start of its 10th season, Formula E is at a critical juncture. Now a well-established part of the motorsport landscape, it still faces a daunting task to break out from its current position as a niche within a niche to achieve true mainstream recognition, not helped by the COVID-19 pandemic and the quickfire exits of Audi, BMW and Mercedes.
Tasked with driving the series to fresh heights is Jeff Dodds, who succeeded Jamie Reigle as the championship’s CEO exactly one month ago. On paper, the 49-year-old Briton has got the perfect resume for the job, having spent part of his career in the automotive sector with major brands like Volvo and Honda, and then latterly working in telecommunications, most notably acting as Virgin Media’s COO from 2019 to 2021.
