UBA053 - Life in the Fast Lane

Fueling a Passion at the Festival of Speed

Last week, I had the unique opportunity to attend the Festival of Speed, an event that draws enthusiasts from all walks of life to celebrate the speed and beauty of automobiles, especially race cars. While I must confess that I don't drive and haven't passed my test, making some aspects of the event a bit lost on me, seeing my son engaged with the cars, reeling off his extensive knowledge of car design and drivers, was a joy. His passion and infectious enthusiasm were a source of energy for me.

The festival was a sensory overload, filled with roaring engines, the smell of rubber, and the almost surreal silence of EV cars accelerating and driving around the track. The atmosphere was nothing short of ASMR heaven for any car enthusiast. Iconic cars from all sports, bearing legendary brand liveries, were present, alongside luxury and super-rare vehicles. The mix of fans ranged from casual enthusiasts to collectors and the quite wealthy, some of whom were helicoptered in for the event.

Redefining Luxury

What truly impressed me was how accessible and welcoming some of the top brands were. Seeing many of the elite racing teams and car brands so open to interaction was surprising and refreshing. This experience reminded me of a few “Pretty Woman moments” I've had, where I've encountered supreme confidence and talent accompanied by humility.

I've experienced it with some of the athletes and clubs we've worked with, always making time to meet and greet everyone from the team. We often build people and brands up in our heads, but I soon realised most of them crave normality and want to share their passions and experiences.

Some of the best brands and institutions don't look down on you if you can't afford their products; they elevate you, creating lifelong memories. This reminded me of my visits to Claridge's in London with my mother, where the amazing service and attention to detail made us feel special, if only for an afternoon.

Welcoming and Non-Judgemental

One of the standout aspects of the Festival of Speed was the demeanour of some of the most prestigious brands present. The best brands didn’t just showcase their products; they created an inclusive and welcoming environment, breaking down barriers and engaging with everyone, regardless of their background or financial status.

Beyond Boundaries

The McLaren F1 Team deserves a special mention. Known for their high-performance cars and cutting-edge technology, McLaren could have easily been aloof and exclusive. Instead, they were super chilled, approachable, and genuinely interested in interacting with all attendees. Their openness to discuss everything from car mechanics to racing strategies was delightful. This approachability, especially from a top-tier racing team, was a refreshing experience that broke the stereotype of elite racing teams being distant.

One of the highlights of our visit was seeing my son interact with the McLaren F1 team. This past week, he started a placement there, and his encounter with the team was inspiring. Watching him converse with the engineers and technical team, sharing his knowledge and enthusiasm, reminded me of how accessible some of these opportunities are if you dream and work hard enough. McLaren, along with other brands, offers work placements that provide a taste and insight into the engineering and design of their cars. These programmes are designed to inspire individuals to join the industry and pursue a career in engineering and design. Seeing the team engage with my son, answering his questions and encouraging his passion, was amazing to see. It struck me that the people he was talking to could be him ten years from now. This realisation made the experience all the more profound, reinforcing the idea that with dedication and hard work, anyone can reach such heights.

Luxury Without the Pretence

At the festival, other brands exhibited similar attitudes. They were there to share their passion for cars and engage with attendees on a personal level. This inclusive spirit was evident in the way they welcomed questions, offered insights, and allowed fans to get up close and personal with their vehicles. Brands that exhibited this kind of openness included Koenigsegg, Porsche, Gordon Murray, Mercedes and Ferrari. 

Creating Lifelong Memories

These interactions at the Festival of Speed highlighted a crucial aspect of what makes a brand truly special and innovative: the ability to elevate and create lifelong memories for everyone, not just those who can afford their products. It’s about building connections and leaving a positive, lasting impression and admiration.

Whether it was a person marvelling at the Tesla Cybertruck, touching it as if it was going to bite them, or an adult engaging in a deep conversation about car mechanics with F1 Teams, these brands understood the value of making everyone feel included and appreciated.

Conclusion

The Festival of Speed is more than just an event, it’s a celebration of ingenuity, creativity, and passion. It fuels obsessions and encourages thinking outside the box. Whether you're a car designer pushing the boundaries of automotive aesthetics or a driver and engineer pushing the machine to its max, the festival is a testament to the fact that the best brands and institutions understand the importance of being welcoming and non-judgemental. They elevate experiences and create lasting memories by being accessible and engaging, and even showcase roles and careers within the industries. This inclusive attitude not only enhances their reputation but also fosters a deeper connection with their audience, proving that true luxury lies in making everyone feel valued and included.

Written by Mark