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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 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 All content generated will be subject to approval by James Allen and Shell and is not guaranteed to be posted on

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 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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Too bad this is not open to readers from across the pond 🙁


While this specific contest is only open to UK residents, be on the lookout for future opportunities for your region!


Please do find something for us in the US of A as well, perhaps something closer to Austin GP 🙂



My wife is british. Does that help?

Grayzee (Australia)

Bugga! Yep, that's it.......I'm moving to's too cold and rainy..........Ahhh....Queensland, Australia....beautiful one day, perfect the next. But not able to enter compatetitions like this one 🙁





I think that many of us have appreciated that during last season almost all of JAonF1's contests were open to readers from out of the UK.

But this time it looks like you have to be a UK resident to be eligible:

(from the Main Competition Terms above)


• Participation in the Competition is open anyone aged 18 and over, resident in the UK..."


'Perfomance Reinvented'. To me, this talks about something I am very excited about. The new Formula E series. The idea of having a Formula series based on electric 'green' technology is fascinating. If they can get this right, this will be Motorsport reinvented, not just performance. The technological advancements will surely flow over into road car technology, and finally give us affordable and well built electric and hybrid vehicles. Although I love petrol engines, the sound and the performance, the allure of this green technology overflowing into every day road cars really gives the words 'Performance Reinvented'.


"Performance Reinvented". As I roll that phrase around my head I cannot help but think of the Formula One turbocharger.

I grew up watching Prost the Professor steer a Porsche-TAG and Honda turbo powered Mclaren in a series of drives that cemented in my young mind the awesome spectacle that is Formula One. The wild, crazy spectacle was the start of a long love affair with a sport that represents a constant reinvention of technology, design and driving style.

Turbo engines, almost 40 years since their original debut, arrive back next year. I am sure that their second coming will be calmer, less monstrous, but I can't wait. New takes on old technology, made relevant by reinvention, and I’m hoping that sometime soon the spectacle will begin a love affair for my young daughter, one that she will cherish as much as I have.


Performance, reinvented. Lets analyse what those two words mean. Performance, if something has it then its working well, maybe to the maximum. Reinvented basically means to do something a different way. So, making something work well but in a different way... A little bit outside the box but a couple years ago f1 cars had adjustable front wings, they were designed to help promote overtaking but many of the drivers used it to help with tyre wear. That's taking something and making it perform well in a different way.

Please can I drive in an f1 simulator, it's my DREAM!!


I got 6 points does that really mean I can't have a chance to drive performance cars on a designated track?


When I think of performance reinvention, I think back to what has already been invented, what has been established. Where is the benchmark, and how can it be improved upon?

Formula 1 has long had the tag-line of "the pinnacle of motorsport". But is it anymore? How can it be that the sport has gone forwards but yet, has gone backwards, slower? Most of the tracks on the current F1 calendar have a lap record dating back to 2004. How can the sport claim to be moving forwards when lap time is ultimately the measure of performance. It is therefore time for F1 to relinquish its hold on the limits of its engineers and designers. Give them the opportunity to show the world of motorsport that F1 really is the pinnacle, that F1 is moving forwards. Allow them to set a new benchmark, reinventing what we know, what we thought we knew to be impossible.

After all, our performance is lap time.

And reinvention is just another form of invention. Time to invent F1. Be the pinnacle.


The definitive definition of Performance Reinvented is Felipe Massa.


This is my personal take on Performance Reinvented. Something that happens for every generation.

"From front engined behemoths, sliding through corners in a drift,

To state of the art missiles chasing time with negative lift.

Tyres that had performance of wheels on a horse drawn cart,

Whereas modern fat slick tyres, forever fall apart.

Drivers, though heroes, who's waist line were best described plump,

Now these modern day athletes sport the tiniest rump.

Engineers who used hammers and screwdrivers for their trade,

Replaced by lab technicians with everything tailor made.

Cars were designed and lovingly built by an artisans heart,

Carbon fibre embraced as the 21st century art.

Fuel thirsty engines giving way to turbo's running lean

Modern day thinking, all technology has to be green.

Here comes the roar of a turbo, drivers foot to the floor,

Although it's not the music of a V12 at full bore.

One thing hasn't changed throughout the years,

This sport can still bring people to tears."


Well said!


Hi, I'm disabled and I guess that rules me and many other fans like me out of your competition. This does not stop my brain from working though and some years ago I had an idea on how to do away with all the valves, their springs, cam shafts, basically every thing in the cylinder heads and replace them with just 2 moving parts. The patent company did a world wide serch of patents and could not find one anything like my idea. I was told to register the idea but as you know this cost a lot, more then I could aford so it has laid dormant on my desk. This would have been a performance reinvented idea that I was taking from another old revolutionary idea of the 60's, maybe one day my idea will be performance reinvented for the betterment of F1.


James, out of interest as I am quite a tall person. Are there any height/weight restrictions for people to use the F1 simulator or to drive the high performance car?




Flappy Paddle Gearbox

What superb , fast design . F1 i believe if i remember Ferrari were the first to design this way of gearbox i think in semi-auto format first then all the top F1 guru's masterminded this and developed it to be perfect.

My own experience of this new gearbox system was drivjng up to Silverstone in my manual 156 grã and jumping straight into a Ferrari 430 for a blast around the track.

Omg... Wow... I took me 2 laps to forget about using my left leg doh....... And i still talk about this fantastic experience being able to change up, down the box with my foot flat on the gas or off .... It just did nt matter as the brains of the gearbox were quicker than me ( much quiker) i managed to beat a Aston and a Elise.

But this tech has made F 1 drivers become more aglle etc ... Thankyou Ferrari for the design start .. and Shell keep the good v power pumping. : )


Performance Reinvented: perhaps the biggest race day performance gain of all since the running of the first Grand Prix, and sometimes one that is overlooked, is the implementation of the pitstop. From the 1950s when the car was stationary for well over a minute – not quite time for a cuppa and a cigarette, but watching old footage it certainly looks that way – we’re now talking about the possibility of sub-two second stops. Unbelievable!

Not content with just making the cars faster, the teams have been looking at increasing the performance of the mechanics during the stops, with clever innovations on what you would think are simple, fairly passive items: the jack, and the humble wheelnut! There’s barely time for a driver to even spell c-u-p-p-a during a pitstop these days...


Hey James, Remind Shell that they have stations right here in Canada and the U. S.

As a matter of fact not a mile from my house there's one.


To me the term 'performance reinvented' is synonymous with the time I first filled my tank with Shell V-Power. I'd never been especially quick from the lights in my Citroen Saxo, but running on that stuff the thing went like the clappers.

It seemed so much quicker, but that's not all - Its noisy tappets were silenced and I was suddenly getting an extra 20 miles from the gallon. I immediately became the talk of the town and the envy of everyone I envied.

I found the seemingly magical qualities of V Power enhanced my life in countless ways. My lawnmower glided across the garden twice as quickly as it had before and left my lawn looking like Wimbledon's centre court.

I guess my biggest success came the day I won Isle of Man TT with V Power in my Honda C125. I started using it in place of aftershave, and found a dab behind my ears on a night out inevitably resulted in me being harrassed by the lustful advances of scores of leggy supermodels.

In the end all the popularity and success became too much, and I had to scale it back. I buy my fuel from Tesco now and live anonymously amongst the ordinary.


Best one yet!


Thank you!

I fear we'll need go to the FIA to clarify the word count rule. Some people might count 208 words but I've actually used just 135. Some of them more than once, admittedly.

I like to think that my interpretation of the rules is in the spirit of F1. 🙂




Got my vote!

Scuderia McLaren

***Performance Reinvented***

The year was 2009, an old and good friend was returning. Returning save Formula One. What this friend was about to give us, it's imposter could not. The slick racing tyre was reborn, reinvented, reimagined in all it's glory. Gone were the horrid grooved tyres that seemed to move and squirm from underneath. The new reinvented performance of the 'contact patch' was about to be felt for the first time in anger by the luckiest men on earth around the streets of Albert Park. And thus it was, the racing has since been tremendous. The reinvention of, and return of, this old friend has been the key ingredient to what will be known in decades to come as "the golden era of F1". 2009-2013 will be remembered as the years the slick saved F1.


To me performance reinvented means getting the same results for less. In an age of dwindling fossil fuels and resources being efficient is just as important as outright performance. We see this in F1, most recently with Mercedes, trying to carry as little fuel as possible, trying to do the race in the quickest time using as little fuel as possible. Next year this goes even further with the introduction of the revolutionary and exciting 1.6 power train units, maximum performance as efficiently as possible. This is one of the most important crossover points with road cars. Because of the increased difficulty and expense in oil production, and therefore high prices at the pumps efficiency is now performance to the everyday motorist. Unfortunately with fuel costs continuing to increase efficiency becomes more and more important, getting more from a tank. Greater efficiency means people can afford to ENJOY driving again.


Laws of supply and demand will dictate that fuel prices will always gravitate to the same point, simply because that is what people are prepared to pay.

Think of it this way. If you had a generation if cars that could do 1000 miles on 1 litre of fuel, do you really think fuel would be produced in the quantities it is now? It wouldn't. People would just pay £25 for half a thimble of fuel to do the school run & daily commute instead. Fuel producers wouldn't contemplate all those "lost" profits.

So, for me, performance reinvented is everyone being charged the same prices (or more, search for "Green Tax") to do the same as they've been doing all along. They are just using less material resources to do it.

The more things are reinvented, the more they stay the same.


the f1 performance challenge isn't quite what it used to be. the raw speed of cars used to be the competition between teams and the raw speed of a driver the competition between teammates. no longer the case.

the introduction of pirelli tryes reinvents the f1 challenge. teams now have to carefully consider how they go racing, ensuring that their car is not only easier on the tyres, more fuel efficent than the oppositon but also faster than the competition.

suspension movements and aerodynamics are carefully manupulated to optimise performance for tyre degredation but what really wins it for teams is fuel efficiency. the formulation of their fuels and lubricants now have a significant influence on the performance challenge than it ever was.

the f1 challenge is now a performance challenge reinvented.


Well I am obviously not eligible living in the states but I have a "Performance Reinvented" story.

Growing up my father was a profesional Drag Racer, competing in NHRA, IHRA, and AHRA events all over the country. I spent my summers traveling with him and met many famous racers including Kenny Bernstein and John Force.

In the late 1970's Raymond Beadles's Blue Max Top Fuel Funny car was having problems. It couldn't get down the track. Nitromethane and Methanol is the fuel of of the class, and while creating huge amounts of BHP the Blue Max kept blowing cylinders.

To fix this Beadle's team worked with Shell (based out of Houston, TX)to determine the problem was not in the engine. It was in the design of the fuel tank. The Blue Max team made the corrections and went on to win TF/FC National Championships for NHRA for the next 3 years.


I left school at 15 and became an electronics engineer. One of my designs flew into space in the late 60s. However, I changed career and spent the last 30 years of my working life (happily) as an office manager. The freedom of retirement has reinvented my love of electronics and all things technical and enabled me to lecture at University of the Third Age seminars about computers, electric vehicles and engineering personalities.


Performance Reinvented, I think is a good way to describe the thousands of people working within F1 at the moment. Take the current regulations, the most stable they have been for a long time. Since 2009, they have been reinventing performance of the chassis, aero packages, suspension, engines, fuel, coming up with rule bending concepts, and all the while to the same set of regulations. This I think is a true test of people's skill and determination to be the best and eek out the maximum of what they have and are allowed to. This is going to be even harder soon, as everyone is working on duel projects, new technology that has not been tried in F1 before, so they will all start from scratch, again trying the best to reinvent performance in every aspect, then we will see what set of people have done the best job of performance reinvented.


looks like data is the next emerging big comodity and everybody wants some.


I remember the first time I drove a go kart when I was 12. I was roughly 5 seconds off the pace (the pace being someone who’d never been karting before either). I’ve been to the track hundreds times, developing my lines, braking points and increasing momentum through the corners. I’m now half a second faster than the track owner.

I moved to an outdoor track which is much faster. Within 5 laps I’d learnt the track and within an hour, I was making the kart dance. The kart squirming under braking, feeling overseer, taking corners flat out (only just) and being on the limit of grip, pushing the kart to the edge.

When I first started karting, I never thought I’d be able to do what I can now.

That’s what ‘Performance Reinvented’ means to me. Discovering a talent you never knew you had


I would not be eligible towards being a contestant; however, I would still be mightily grateful if my two cents could be voiced without further ado 

The phrase performance reinvented, if one were to plainly define without citing noteworthy examples, would be the combined effect of two separate forces acting on any team/individual/force, self necessitating that particular entity to- i) through a process that is new or through a mechanism that is unparalleled, where earlier set data or known notions cannot be bettered upon or used, ii) reach an end level of being or state of achievement that cannot be understood or mimicked by a professional of the same caliber. Collin Chapman, Adrian Newey, Rory Byrne, Gordon Murray would serve as some keen examples. To widen the ambit a bit more 😉 Nikola Tesla, Christopher Hichens, Tiger Woods, Fernando Alonso, Pink Floyd, Black Sabbath, and Captain Jack Sparrow.


Longest 3 weeks ever.


Please can we have some competitions open to disabled people? There is usually an 'illness' exclusion, and this one also says that you cannot be under medication too, which surely excludes a lot of people, some unnecessarily.

I understand that this is a site about a driving sport, but please could prizes in future consider disabled people? Even if the prize was a trip to a GP or a factory tour I would want to know that, if I won, my access needs would be considered. (A line in the rules about equality / making reasonable adjustments / meeting access needs whenever possible would be enough to encourage me that you have at least considered the issue and are committed to equality, rather than feeling excluded or like if I did win, it'd be a problem.)

Obviously I'd have to win first 🙂 but at the moment I'm deterred from entering even the non-driving competitions.

Anyway, good luck to all in this competition. I'm jealous of whoever wins, as I'm a lifelong Ferrari fan. I'm sure the winners will have a fantastic time. Can't wait to read the blogs and see the photos!


Sure. To be clear we have done competitions open to disabled people.

This one happens to be a driving event.


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


Performance reinvented...

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


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.


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?”


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.


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.


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.


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


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.


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!


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?


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

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.


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


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" 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.


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.


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.

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."


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.’


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.


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.


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!

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…


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...

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