JA on F1 competition: “Performance Reinvented” driving experience in London
Scuderia Ferrari
Posted By: James Allen  |  05 Apr 2013   |  7:08 pm GMT  |  67 comments

Today we announce the first major JA on F1 competition of 2013. We’ve done some pretty cool ones over the years, giving many fans the chance to get closer to the sport.

This one is particularly intriguing. In conjunction with our friends at Shell, it’s your chance to take part in a very special event in Central London on April 18th, hosted by former BBC F1 frontman Jake Humphrey and featuring a chance for you to do some driving in high performance cars in a dramatic setting, with Ferrari test drivers, including Giancarlo Fisichella.

You will also get a chance to test your skills in a genuine F1 Simulator; the Scuderia Ferrari Formula 1 professional driver trainer, to give it the correct title, which is making a rare visit to the UK.

We have three places on this event to give away.

As the event is also a major announcement, we don’t want to give the story away, so let’s just say it revolves around “Performance Reinvented”. And to have a chance to be one of the three lucky winners to experience this event, we would like you to write a 150 word post about what the phrase “Performance Reinvented” means to you.

It could be to do with something you’ve seen in F1, or it could be your own experience of driving on the road or on a test track. What does that phrase mean to you?

For example:

* The day you worked out a new driving technique
* Your thoughts on how Ferrari and Alonso turned around their 2012 car to challenge for the title
* The renaissance in form of Felipe Massa
* Technical marvels, which have raised the performance level in F1 eg. F Ducts/Coanda exhausts

Post in the comment section below (Maximum 150 words). Deadline is 21-00 UK time on Friday 12th April, when we will pick the three best answers.

The winners will then be invited to take part in the exciting Shell driving challenge on 18th April 2013. You can bring a guest to share the day with you.

You will also be asked to report back on your experience – we will publish a guest blog by you on the JA on F1 site, so bring your camera!

Please note that you will need to adhere to the terms and conditions of participation (below) which apply during this competition.



This document sets out the terms and conditions of (i) your entry in the Shell “Performance Reinvented” competition (‘the Competition’) to win participation in the launch event on 18th April 2013 (‘the Event’), and (ii) the ownership of any audio and video recordings made by Shell International Petroleum Company Limited incorporated and registered in England and Wales with company number 0621148 whose registered office is at Shell Centre, London, SE1 7NA (the “Organiser”) or its employees, agents or representatives during the Competition and the Event. References in this document to “you” or “your” are references to the person entering the Competition.


By entering this Competition, you declare:

(i) that you have fully read, understood, acknowledge and will fully comply with Sections A, B and C below; and
(ii) that you will fully comply with any and all instructions of the Organiser, its agents and representatives issued from time to time in respect of the Competition and the entire Event.

Terms and Conditions of Participation

The following terms and conditions of participation apply during the Competition and the entire Event:

(A) Main Competition Terms

• Participation in the Competition is open anyone aged 18 and over, resident in the UK excluding employees and contractors of Shell Group companies and Shell retailers and their staff, who are not eligible to participate.
• The Organiser reserves the right to refuse entry to anyone it deems unsuitable or unable to take part.
• Winners may be required to submit valid identification and proof of age at any stage of the Competition and/or before receiving their prize.
• The winners must be available to attend the Event on 18 April, 2013. Exact times will be provided in the event invitation.
• As the Event involves driving, all participants must hold a full, clean UK driving license.
• By entering the Competition, participants agree that their personal data submitted as part of the registration process will be stored and processed by the Organiser as data controller in accordance with applicable data protection laws for the purpose(s) of administering/operating your participation in the Competition.
• Any failure to adhere to these terms and conditions may result in immediate disqualification from the Competition.

The Competition entry period is between 20.00 UK Time on Friday 5th April 2013 and 21.00 UK Time on Friday 12th April 2013 (the “Entry Period”).

To enter the Competition eligible participants should submit a response of no more than 150 words on the following topic on www.jamesallenonf1.com during the Entry Period:

“Performance Reinvented”
– Write a 150 word post about what the phrase “Performance Reinvented” means to you.

Participants may only enter the Competition ONCE. Multiple entries from the same participant using different IP addresses will not be accepted. Your entry must be your own original work.

The Organiser will review all Competition submissions and select THREE winning entries.

The winning entries will be selected based on a number of criteria as determined by the Organiser in its sole discretion, including but not limited to: relevance to the given topic “Performance Reinvented”, originality, and quality of writing.

The Organiser’s decision shall be final and binding. No correspondence will be entered into.

There will be THREE Competition winners who will each receive an invitation to attend the Event, which will be held in London on 18th April 2013.

The prize includes an invitation and two tickets for each Competition winner (to include one guest each) to attend the Event. Further details about the Event, including time, specific location and Event content, will be shared with Competition winners in the Event invitation.

The Organiser will send all details of the Event to the winners via email (to the same address that the Competition entry was made from) within 24 hours of the winners being announced.

Winners are responsible for their own return transport to London plus any accommodation and additional items not otherwise stated in these terms and conditions and/or in the Event invitation, together with all costs associated therewith. These are NOT included in the prize.

Each Competition winner and their guest must arrive at the Event together and unaccompanied guests may be refused admission.

You will be required to take photos and/or capture video content using your own equipment during the Event and write about it afterwards. You must write up your own personal experience of the Event within 48 hours of the conclusion of the Event and send it to fiona.mchugh@edelman.com. All content generated will be subject to approval by James Allen and Shell and is not guaranteed to be posted on www.jamesallenonf1.com.

No cash alternative is available for the prize nor can the prize be exchanged for an alternative prize.

The Organiser may: i) extend any time limit; ii) waive any of these terms and conditions where a person might otherwise be disqualified (without obliging the Organiser to waive these terms and conditions or any of them in any other case whatsoever); and iii) where the prize becomes unavailable for whatever reason, substitute a prize of equal or greater value . The Organiser reserves the right to use a winner’s details and photographs/video filming and image rights for publicity and in advertising, marketing or promotional material in any media worldwide and all intellectual property and moral rights in respect of the same vest automatically and entirely and exclusively with the Promoter without additional compensation to the winner. In entering the Competition, all participants consent to the same. The Organiser reserves the right to cancel, terminate, modify or suspend the Competition or these terms and conditions at any time, in whole or in part, with or without notice or compensation, whether due to circumstances beyond its reasonable control or otherwise.

The name of the winners will be available to view at www.jamesallenonf1.com from Monday 15th April, 2013 onwards.

Late or fraudulent (at the Organiser’s sole and absolute discretion) entries and those not in accordance with these terms and conditions will not be accepted. The Organiser’s decision shall be final and binding. No correspondence will be entered into.

Copyright in all Competition entries and the post-Event write up vests in the Organiser and in entering the Competition all entrants consent to the same.

The Organiser’s maximum aggregate liability to any participant under or in connection with the Competition or these terms and conditions shall be limited to £200 (the promotional value of prize), save that the Organiser does not exclude or limit its liability for fraud or for death or for personal injury arising from its negligence or any liability to the extent the same may not be excluded or limited as a matter of law.

The Organiser shall not be liable under or in connection with these terms and conditions, the Competition or using a prize for any indirect, special or consequential cost, expense, loss or damage suffered or incurred by any participant even if such cost, expense, loss or damage was reasonably foreseeable or might reasonably have been contemplated by the participant and/or the Organiser and whether arising from breach of contract, tort, negligence, breach of statutory duty or otherwise.

The Organizer does not accept responsibility for (1) any technical or access issue, failure, malfunction or difficulty that might hinder a participant’s entry to or participation during the Competition or (2) any event beyond its reasonable control which may cause the Competition to be disrupted or corrupted (3) any costs, taxes or expenses incurred by any participant in connection with the Competition.

These terms and conditions are governed by and shall be interpreted in accordance with English law and any dispute arising out of or in connection with them will be subject to the exclusive jurisdiction of the English courts. In entering the competition, participants consent to the same.

The promoter is Speed Merchants Media Ltd of Finsgate, 5-7 Cranwood Street, London EC1V 1EE. Please do not send promotional correspondence to this address.

(B) Your undertakings/obligations
(i) You will not be under the influence of drugs, medication or alcohol before or during participation at the Event;
(ii) You are not suffering from any illness that may impair your ability to take part in the Event or interfere with or endanger your participation;
(iii) You are aware that the Organiser has adequate insurance cover at the time of participation and will not offer or provide any insurance cover in addition to such insurances;
(iv) You will adhere to all health and safety briefings provided by the Organiser;
(v) You will take part in all activities as laid out by the Organiser and will be under the supervision of the Organiser, its employees, agents or representatives at all times.

The Organiser reserves the right to exclude any party from the Event immediately should such party contravene any of the above terms and conditions.

(C) Audio and Video Rights

You are aware that audio and video recordings (including photographs) may be made of the Event by the Organiser, its representatives, agents or third parties. You agree that the Organiser, and any person with the Organiser’s permission, may freely use, make digital images of, modify, and/or publish, all or part of such recordings in any media anywhere in the world for any proper commercial, educational or artistic purposes, with or without your name or a fictitious name, and with or without other material, including text, film recordings and photographs. You hereby waive and release the Organiser, and any person acting with the Organiser’s permission, from any claims relating to the Organiser’s use of the recording(s), including, but not limited to, claims for libel, invasion of privacy or payment of any kind. The Organiser undertakes that it shall use all reasonable endeavours to ensure that the views expressed by you in the course of the recording/filming/photography are not misrepresented or misused.

By entering the Competition, I hereby confirm I have read, acknowledge and agree to the above.

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For me PERFORMANCE REINVENTED means my own driving technique. Few years ago I almost had an dangerous car accident and all that because of speed. So when I say PERFORMANCE REINVENTED, it means to have more common sense while driving. limited trust in other people on the road and foot of the throttle while driving. That was something newly discovered for me…

Rupert Richardson

I’d define “Performance Re-invented” as a form of epiphany, where old boundaries no longer apply; where a whole new slant is given to an established situation. Just so was it when I fitted proper track day tyres to my Elise. Up to that point, I worried that I was a bad driver; the car seemed too fast for me; I was ploughing through understeer, skidding through locked brakes; worst of all: I was HOLDING PEOPLE UP. Slap on a set of Yokos and… performance re-invented. Suddenly, I was rippling the tarmac with my braking efforts; able to adjust my line and attitude in corners. I understood how all those others had crowded behind me through corners. Now, I was crowding THEM. For the first time, it felt as if I was driving the car, not it me. Then, I spun into the tyres…


Performance reinvented for me is the change in fortunes of Felipe Massa. The psychological blow of losing the WDC in 2008, and the set back of his injuries in Hungary 2009 would be hard to take for anyone; let alone a sportsman under the spotlight of the world’s media.

The emotion of losing in the final race was clear for all to see after Felipe was shown crying in the garage. He has proven so many people wrong about whether he could still perform at the top level, and long may it continue. He defines performance reinvented!


Each decade a new requirement is included in F1 performance. In the 60’s it was horsepower. In the 70’s, it was about building bigger better wings. In the 80’s it was active suspension. In the 90’s it was tyres. And in 2000’s it was aerodynamics. The next shift in formula one that will define cutting-edge performance will be energy recovery.

Rule changes in 2014 introduce smaller engines with more powerful KERS units, so that more of the power available will come from energy recovery. In addition, fuel will be limited to 100kg, meaning there is a very tight energy budget available for the race, and energy-efficiency becomes highly significant. Recovering, storing and re-using kinetic energy will become the crucial factor that defines the performance of the whole car package. Make no mistake: the 2014 F1 champion will be driving the car with the best energy management system in the world.


F1 is the most competitive and advanced motorsport formula, a unique combination of individual skill and cutting-edge technical talent that has incubated Technologies like traction control, ABS, automatic gearboxes and active suspension, that have trickled down from the starting grid into everyday road cars. But five years ago, the FIA introduced a freeze on engine development, fixing performance at 2007 levels. As a result, focus shifted to other areas of performance, such as aerodynamics. This led to developments like double-deck diffusers, f-ducts and wing stalling. However, these sort of developments are of limited use for road cars.

Originally intended to last ten years, the freeze will finally end in 2014, when F1 shifts to a new engine formula – the 1.6 litre v6. Teams’ ability to once again compete on engine performance will shake up the grid and lead, once again, to innovations that have applications beyond motorsport. Performance reinvented.


When I think of ‘performance reinvention’ Honda’s turbo engines from 1986 to 1988 come to mind. Honda dominated this period because they reinvented their engine’s performance in accordance with fuel restrictions.

In 1986 the maximum fuel consumption was reduced car from 220 litres to 195. For 1986 / 87 Honda produced the most powerful and fuel efficient engine. The others produced less powerful engines that were also less fuel efficient. In 1986 / 87 Honda powered cars won 20 races out of 32.

In 1988 the maximum fuel consumption was 155 litres. Honda again improved fuel efficiency and Mclaren reinvented the aerodynamics of their car.

Their main rival Ferrari produced a good powerful car but failed to produce fuel efficiency. Lotus Honda failed to reinvent aerodynamically. The result was 15 out of 16 wins for Mclaren Honda. For me 1988 shows the ultimate contrast of success and failure in‘performance reinvention.’

Robin Middleton

My Performance reinvented goes back to my first

time driving on a race track – Brands Hatch:

“First time out at Brands, storming out of Clearways, I hit the straight, focused on paddock hill bend. Wide or tight, which way to go, the instructor is not saying, so I hug the pit wall, like they do on the telly, slam on the breaks, and turn in. The car goes light, I’m fighting understeer, pushing me towards the kitter litter, I hold on but lose bucket fulls of time.

A break, time to refocus, to think and listen to the man next to me, next time round what to do?

Full throttle out of clearways again, go left the wise man says, take a wider line, break earlier, get on the power sooner, the understeer is gone the, apex is touched, the car straightens and before you know it, Druids is in sight.

Performance equals time, my time was reinvented by the wise instructor of the track.”


We’ve watched Formula 1 all my life. We delayed Sunday lunches to be there at the finish line. We’ve woken up before the birds to watch from the other side of the world. We’ve sat there on cold Sunday mornings, waiting, listening for the engines to spring to life. We’ve dreamed, wished and hoped, one day we can experience it for ourselves.

A birthday present. I was ecstatic. Cold, miserable, local track, not Monaco or Silverstone even, but I couldn’t wait. I’d driven fast cars before but nothing prepared me for the single-seater. Extreme seat, crash gearbox, even wings!

Those first laps really were performance reinvented. I was just 18, totally astounded by what even this Formula Ford would do. Brake! Turn in! Power! It was telepathic and totally addictive.

I’ve driven quicker since, of course, driven several circuits even, but that day I fell in love. With performance.


Performance Reinvented, to me is about pushing yourself beyond the limits of what you are expected to achieve at any level and in any endeavour.

Last season Ferrari started with a car that was no where near the pace of the Red Bulls But by the end of the season through the determination of the team to improve the car’s performance, and Alonso’s driving beyond the limit of the car, they were within grasp of the title. Save for a couple of incidents that were no fault of the team or Alonso they could have pulled off one of the greatest F1 comebacks.

On the other side of the coin last week, my 10 year old, never having swum more than 100m, wanted to push till she could do no more…and swam 500m.

So whatever your ability or level, you have to continue to reinvent your performance to achieve more.


“Performance Reinvented” is the essence of motoring or indeed motorsport.

From the very first motor vehicles, manufacturers and owners have constantly been trying to improve their performance, reliability and ultimately their driving experience.

Current production motor vehicles haven’t experienced a great leap in performance for some time, however there are always gains that can be made. The majority of these gains can be obtained through engine or exhaust modifications, weight saving, tuning or re-mapping and require a lot of expense and time.

One of the less obvious routes to enhance the performance and your driving experience is to simply change the fuel.

High quality pump fuels such as Shell V-power or race fuels can offer significant improvements to throttle pick up and acceleration. These fuels provide “more bang for your buck” in terms of driving performance and can also increase your mpg due to the fuels burning more efficiently.


Formula One embodies the reinvention of performance. The regulation changes imposed by the FIA to make the sport both relevant and entertaining for fans have forced teams to adapt and reinvent themselves in their quest for ever greater performance.

As a result of the Resource Restriction Agreement, controls on testing have seen the rise in wind tunnel testing and most notably in simulator usage. Teams have continuously reinvented their means of testing, from the physical track, to virtual simulators capable of replicating a circuit to 1/1000th of a second and testing future upgrades.

Towards the future, the sport is reinventing itself as relevant to societal problems such as the environment. Fuel efficient engines shall necessitate the reinvention of current technology such as KERs to maximise performance within the new regulations. Previous developments such as DSG gearboxes have also reinvented road car performance, proving the value of innovation in Formula One.


Performance Reinvented. It used to be that a car could be used for another year; that refresh the engine, do a minor tweak, but at its heart, it was the same. But the pace of changes gathers ever faster, the ability to amend and adapt and renew grows with the people and the technology. Every year, there’s a new car. A push to improve over the last year. . Aerodynamics, active suspension, traction control, sequential gearboxes, blown diffusers. Every race there’s an update, just a tweak, a new curve, a new vane, a new thing. They all spring from the fertile minds of the engineers with one thing in mind. To reinvent the performance of the car. To Win


Performance Reinvented

To see the very best in professional racing drivers strive to be the very best and to create a legacy like Senna, to Schumacher and today Vettle. The F1 sport reinventing itself to go out in to new frontiers of Delhi and the night time exhilaration of Singapore. It’s about being original and innovative as Brawn Team spent 15 months developing car to outdo the big boys of Ferrari and McLaren; despite the odds from the ashes of Honda exit went on to win the championship. At the same time of breaking speeds and records, thought has gone into make the tracks safer for drivers, transition from pioneering motorsport technology to domestic car market allows me to safely, with appropriate discretion, recreate the moves of my track hero’s. This is what ‘Performance Reinvented’ means to me.


Zanardi lost both legs and seventy-five percent of his blood volume.

A decade later; a double Paralympic gold medallist, and New York Marathon winner.

Performance. Reinvented.


Performance reinvented

For all the technology and testosterone, the most successful winners in the flamboyant, futuristic circus that is F1 are those who hold old-fashioned family values.

Consider. JB partied his way through a turbulent, unremarkable career. He began a long-term relationship in 2009, the year he clinched his title. Alonso married in 2006. His title seasons? 2005 and 2006. Hamilton split with his father and girlfriend in 2011, and publicly self-combusted. With family ties and relationship mended, he has rediscovered his form.

Michael Schumacher married in 1995 – his seven world titles began the year before. ‘Baby Schumi’, triple world champ Vettel, lives with his high school sweetheart.

Underneath the glamour, Hollywood-styled hedonism and reputation as the playground of rich young boys and their toys lurks a very different reality, one rooted in family. If emotional input is as important as physicality, how long before F1 crowns its first female champion?


As an avid follower of formula one since 1991 and the “Red 5” of Nigel Mansell, it frustrated me enormously that I was so poor at karting. I was so far off the pace I thought I just didn’t have the talent for it, but not satisfied I started to study my driving technique. I was very aggressive, braking late, sliding all over the place, and regularly off the track – in fact my efforts to go faster where actually making me slower.

So I tried to be more progressive on the brakes and accelerator. Then I started looking at my cornering particularly apexing, and experimenting with different lines. And gradually the lap times came down, the strangest thing about it was that I felt like I was slower by being less aggressive, but I was actually much faster, so from personal point of view, my performance was completely reinvented!


I’ve won countless championships in Rally, Touring Cars and Formula One. Have the years of success gained at the wheel of my computer against my binary competitors made me the ultimate driver?

First time on a real track, in a real car, where the walls are hard and the gravel trap swallows you whole.

End of lap one, I’m exhausted, and slow!

End of lap two, I’m not even sure me or the car can complete the session, (and still slow).

Lap three, think, follow, learn.

Lap four, discover the line of least resistance round a corner.

Lap five, realise that line is the most efficient, safest, easiest but importantly the fastest. That’s my Performance Re-invented.

Chequered flag… Still exhausted, but it’s worth it.


The day I discovered I didn’t know how to drive: As a 19 year old with a hot hatch and a keen interest in motorsport, I’d passed my test first time, I considered myself to be god’s gift to driving, and for just a bit of luck, I could be the next Damon Hill. Then I had a head on crash (not my fault), and attended an advanced driving class. I had my driving assed by an ex-traffic cop, scored well, the highest in the class, so feeling cocky now. Then he me took me out, taught me about observation, and balancing a car, at this point I realised I knew nothing, humbled. The two days I spent being taught by this traffic cop, completely and from the ground up re-invented my performance as an everyday road driver to a much higher level, one I still aspire to today.


Then he “ME” took me out, taught me about observation, and balancing a car, at this point I realised I knew nothing,

Can i edit mine? Just realised i had and “me” in the above sentance


As ‘performance’ is immeasurably enhanced by having a stable base from which to work, I propose that its ‘reinvention’ with regards to F1 is largely due to the dramatic increase in safety standards progressively implemented over the last four decades.

Whilst the prime focus is, naturally, to prevent serious injury or loss of life, it should also be self-evident that talented drivers cannot simply be viewed as ‘replaceable parts’ when it comes to the successful development of the machine. There are no ready substitutes for the wealth of individual knowledge acquired by racing experience gained behind the wheel and the ability to consistently push the car to the limit.

Even in today’s digitally-oriented design world the ‘human-element’ is the only real benchmark against which ‘performance’ can be critically assessed. Stringent F1 safety measures have, thankfully, been instrumental in ensuring continuity in this regard in the 21st century.


In 50 years’ time who will remember Facebook? Who will remember Apple? 10 years ago it was cool to own an iPod, 5 years ago you were cool if you owned an iPhone, 12 months ago Apple acknowledged they lost their cool; they have become the everyman tool. Why? They became complacent, too focused on the top line, forgetting their roots as innovators.

Almost 85 years ago Enzo Ferrari established his automotive company, today that company is the world’s most recognised brand. They are a staple of the public consciousness. The company maintain an ethos fixated on continuous improvement, nothing is ever enough. Ferrari is the definition of Performance Reinvented. The core of their business is the pinnacle of motorsport, they strive to exceed, with a constant redefinition of perfection. Ferrari do not restrict themselves to what has gone before, rather they embrace the future and every challenge it presents.


Robert Kubica has always equalled performance. In F1, peers and fans considered him one of the fastest, despite never having the best car. Then twisted metal and broken bones bought it to a halt on an Italian hillside.

Normal people would have taken up a soft bed and a commentating job. But Kubica is a racer. He started again.

This time it was different. In a sport where drivers start developing styles as kids in karts, where reaction and muscle memory is honed through countless simulator hours, Kubica had to learn to race with his new limitations. With a hand that wouldn’t do what it was told, taunted by the memory of that Ligurian precipice, he reinvented his style. He hit setbacks. He persevered. He won. All to get back to where he’d been in the first place.

Robert Kubica has always equalled performance. The new Kubica is performance reinvented.


BTW, Google Docs tells me that’s 150 words exactly, but some online tools tell me it’s 152 or 153 (or 147). Not quite sure why, but a manual count agrees with Google.


So you have ‘performed’. You may have beaten the rest, set a personal best, or just got round the track. You’ve met your target. So what next?

Performance reinvented is always looking forward, rather than looking over your shoulder. Always moving forward, never stationary.

Performance reinvented is going out again when you’ve already set the fastest time, because you know YOU can do better.

Performance reinvented is never being satisfied and always striving for more.

In the immortal words of Senna:

“I continuously go further and further learning about my own limitations, my body limitation, psychological limitations. It’s a way of life for me.”

“And so you touch this limit, something happens and you suddenly can go a little bit further. With your mind power, your determination, your instinct, and the experience as well, you can fly very high”

Performance reinvented is always asking “so what next?”


Performance re-invented:

Michael Schumacher showing up at Ferrari and taking them from being also-rans with a great history to establishing one of the most crushing eras of dominance the sport has ever seen.


Performance reinvented…

Its 1968, Monaco where Graham Hill’s Lotus 49B introduces the aerfoil wing; F1 has never looked back


Performance Reinvented:

Looking back on your own performances and firstly admitting you are never perfect and admitting this. One strives to be the best they can be but you cannot improve if you cannot accept there are always imperfections.

To perform better you must work a solution. Patience is a virtue. If at first you dont succeed, try, try and try again.

Performance Re-invented only works at its most efficient when one has tasted failure and admitted their wrong doings.

Its about taking your mental state, not becoming complacent and improving on what can be and taking good performance and making it great.

Its not about who has their foot on the throttle the hardest but about who has their foot down the earliest.

Ignorance must be written off because ignorance is the biggest performance killer

And that is performance Re-invented

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