Johnny Herbert has joined Lola Cars as a Global Brand Ambassador, the news coming a day after it was confirmed he’d left his role as an FIA steward.
In his role with the revived British marque, the three-time grand prix winner will work directly with Lola’s sponsors and clients to strengthen its partnerships and further develop the business which, after being revived in 2024 after 12 years in the wilderness, entered Season 11 of Formula E in partnership with Yamaha and championship-winning team Abt.
“It’s hugely exciting to be involved with an iconic and successful championship-winning marque like Lola,” said Herbert. “Lola has always been a big part of the motorsport world and, having grown up with Lolas 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.”
As well as helping the company grow, Lola Cars chairman Till Bechtolsheimer said that Herbert’s vast experience will be valuable in helping the brand’s Formula E drivers — currently veteran Lucas di Grassi and rookie Zane Maloney — progress further
“The addition of a driver like Johnny to the Lola team is a real landmark moment for me,” he said. “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.”
While Herbert didn’t race a Lola during his extensive career — which also included a 24 Hours of Le Mans victory with Mazda in 1991 and a Le Mans Endurance Series title with Audi Sport UK in 2004 — he did work alongside Lola’s motorsport director Mark Preston during a brief stint as a test driver for Arrows in 2001, where Preston was serving as head of research and development at the time.
Lola entered Formula E ahead of the series’ 11th season — the start of the GEN3 Evo ruleset — has already signed on for GEN4 and is already eyeing expansions into the electrification, hydrogen and sustainable fuels and materials arenas, although for the time being its focus is solely on Formula E.
“Johnny’s arrival in the role of Global Brand Ambassador marks another huge step on the Lola journey,” said Lola Cars COO Keith Smout. “As a globally recognized and respected figure, he will play a key role in working with current and future sponsors to maximize the opportunities available to both them and Lola. His extensive experience and broad contacts within the motorsport world also make him ideally suited to assisting in our business development ventures, helping to build a solid foundation for future success.”
