Johnny Herbert Joins Lola as Brand Ambassador After FIA Exit
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Johnny Herbert joins Lola as a brand ambassador following his FIA exit. Read about his new role in Formula E and Lola’s return to global motorsport.
Just 24 hours after his departure from the FIA was confirmed, Johnny Herbert has secured a new role as a brand ambassador for the historic racing name, Lola.
FIA Ends Herbert’s Steward Role
The FIA announced that Herbert, who enjoyed a successful F1 career with three victories in 160 starts between 1989 and 2000, would no longer serve as a steward for the 2025 season. His removal follows controversy over his media comments, with the FIA citing an "incompatibility" between his punditry work and stewarding responsibilities.
Herbert’s New Role with Lola
Herbert’s appointment with Lola comes as the brand partners with Yamaha and ABT for the 2024/25 Formula E season. His role will involve contributing to Lola’s Formula E program and potentially supporting the brand’s return to the Le Mans 24 Hours race, a staple of the World Endurance Championship.
Lola, in a statement, emphasized Herbert’s experience and expertise as an asset to their renewed motorsport ambitions. “Johnny Herbert has joined to bring his expertise to Lola Cars as we look to expand our presence across the highest echelons of motorsport and drive future progress in sustainable motor racing.”
Herbert’s Perspective on Lola’s Motorsport Comeback
Herbert expressed his enthusiasm for the opportunity, stating, “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.”
He highlighted Lola’s historic influence in motorsport and its role in developing engineering talent, emphasizing the significance of the brand’s revival. “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.”
With its entry into Formula E, Herbert sees Lola’s return as an opportunity for innovation. “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.”
The People Behind Herbert’s Lola Deal
Herbert’s appointment is believed to have been influenced by his close relationships with Lola’s chief commercial officer, Keith Smout, and owner Till Bechtolsheimer. He praised Bechtolsheimer’s commitment to reviving the brand, stating, “It’s people like Till that we need to have around to bring these wonderful names back into motorsport.”
Herbert’s Final Words on FIA Exit
While Herbert was expected to serve as a steward at the Australian Grand Prix on March 16, his FIA exit ended those plans. Following the announcement, he took to Instagram to share his thoughts on his time as a steward.
“I’m very grateful for the opportunity of being an FIA Driver Steward and I have thoroughly enjoyed the role I have been involved in over the years,” Herbert wrote.
He acknowledged the difficulties of the role, stating, “It is a difficult job and there are tough decisions that have to be made. As stewards, we have and will continue to treat both drivers and team personnel with the utmost respect and remain impartial at all times during all F1 Grand Prix weekends.”
Herbert concluded by thanking the FIA leadership. “Finally, I’m very grateful to the President and everyone at the FIA for the opportunities I have been given.”
A New Chapter Begins
With his departure from the FIA finalized, Johnny Herbert now embarks on a fresh chapter in his motorsport journey. As Lola re-establishes itself on the racing stage, Herbert’s presence as a brand ambassador signals the brand’s commitment to both innovation and its storied legacy.
