Johnny Herbert has swiftly secured a new motorsport role as Global Brand Ambassador for Lola Cars, just a day after parting ways with the FIA. The former Formula 1 driver and television pundit ended his 15-year tenure as an FIA driver steward after “mutually agreeing” that his position was no longer “compatible” with his media commitments.
Despite this shift, Herbert has now aligned himself with one of Britain’s most storied racing brands, as Lola Cars embarks on a new chapter by entering the all-electric Formula E championship.
A familiar presence at Lola
Speculation about Herbert’s involvement with Lola had already begun when he was spotted at the shakedown of its GEN3 Evo Formula E car—the T001—last year. His appointment as a Global Brand Ambassador has now confirmed his official connection with the company.
In a statement, Herbert expressed his enthusiasm for his new role:
“Lola has always been a big part of the motorsport world and, having grown up with Lola’s 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.”
Lola’s vision and Herbert’s contribution
Lola Cars, a name synonymous with motorsport history, is making its way back into high-level competition with its Formula E project. The brand’s Chairman, Till Bechtolsheimer, praised Herbert’s appointment, emphasising the value he brings to the team:
“The addition of a driver like Johnny to the Lola team is a real landmark moment for me. 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.”
Herbert’s career in motorsport
Johnny Herbert’s racing career is one of resilience and triumph. His Formula 1 journey spanned from 1989 to 2000, an impressive feat given that he nearly lost both feet in a severe Formula 3000 crash at Brands Hatch just months before his F1 debut. Despite this adversity, Herbert carved out a successful career, securing three Grand Prix victories, including a memorable home win at Silverstone in 1995.
Beyond F1, Herbert achieved one of motorsport’s greatest honours—winning the Le Mans 24 Hours in 1991 with Mazda. His racing expertise and industry knowledge have made him a respected figure in the sport, both on and off the track.
Following his retirement from racing, Herbert transitioned into television, serving as an F1 analyst for Sky Sports until 2023. Despite his FIA departure, he remains a highly regarded figure in British motorsport. His collaboration with Lola Cars not only aligns with his extensive experience but also marks an exciting step for the brand’s resurgence.
With Herbert’s backing, Lola Cars looks poised for a strong return to the global motorsport scene, blending its historic legacy with a sustainable future in Formula E.
