F1 heads for new era

Formula One is on the verge of a new era as it prepares for “the most important race in the history of motorsport”, according to Mercedes boss Norbert Haug.

Formula One will make its debut in China later this month when the country hosts its first grand prix at a state-of-the-art track on the outskirts of Shanghai.

With over a billion people in China and communism’s strict commercial control beginning to wane, the race offers a major opportunity for Formula One teams and their sponsors to break into the biggest emerging market on earth.

Haug, who presides over Mercedes’ engine supply to McLaren, believes the Shanghai race will be a milestone in his sport’s history.

He said: “In my view this is a very important race, probably the most important race in history of motorsport.

“In my opinion it is a new era and I think we will have more spectators worldwide for television than for any race before.

“It is televised worldwide and especially in America I think there will be a lot mentioned about the race.”

Haug has experienced Chinese hospitality in his other role as chief of Mercedes’ DTM involvement.

The German touring car championship scheduled two demonstration races on the streets of Shanghai and, despite one being cancelled after a loose manhole cover caused an accident, Haug was pleased with what he saw.

“I was in Shanghai a couple of weeks ago with the DTM,” he said.

“The city is impressive, the people are impressive. I think we will experience some very positive surprises there, from the people, from the organisers.

“I think the venue is prepared in a very good way. It is heading in a very positive direction for Formula One.”

McLaren boss Ron Dennis sees the Chinese Grand Prix, which takes place on September 26, as a unique chance for Formula One.

He added: “The numbers speak for themselves, it’s a big market, an emerging market.

“Virtually every company that is supporting a team has China in its sights or has actually launched their product in the market place.

“Formula One is already very popular in China and I think it will become more popular after the event itself.”

Dennis revealed McLaren have spent most of this season planning how to get maximum exposure out of such a high-profile event.

“It’s really a business opportunity and we are working hard on that opportunity,” he said.

“Most teams have spent several months on developing the best commercial platform for building relationships in China.”

But Dennis urged caution on Bernie Ecclestone’s plans to further expand the Formula One calendar to exploit other markets.

Turkey looks set to be the next country on the schedule after being named on a provisional 19-race 2005 calendar.

But Dennis warned 19 races had not been agreed by teams, who are only obliged to race 17 times each year.

He wants more money to cover the added expense of further races but also cast doubt on assumptions that all current venues will continue.

Silverstone, Magny-Cours, the Nurburgring and Imola are still looking for contracts with Formula One supremo Ecclestone and Dennis hinted some may not get what they want.

“The calendar that’s out at the moment is provisional and there are some of those races that don’t currently hold contracts,” he said.

“But clearly as there are 19 named events that could potentially happen, there could potentially be 19 world championship events.

“At the moment we have a contract that provides for 17 races so something has to be either renegotiated, the number has to drop or we find a financial solution to increase the calendar.

“There’s been absolutely no dialogue on it at the moment because we don’t as yet know which races have been confirmed.”