F1 INSIGHT By Graham Duxbury @ TheRealDux
Have you lost interest in Formula One?
The 2026 Formula One regulations have sparked significant debate within the sport. Many fans have expressed concerns about the new rules – which mandate a 50:50 split between conventional internal combustion engine( ICE) power and electrical energy.
They characterise the battery-powered passes and the resultant“ yo-yo” overtakes as“ artificial racing” with many suggesting that modern F1 cars are more akin to dragsters with straight-line power delivery being the key to performance.
Others, by contrast, have praised the new hybrid engines with their focus on energy harvesting and energy management for the unprecedented technological challenges presented to teams and drivers alike.
This polarised opinion is not new in terms of F1 history. Back in 1973, Denis Jenkinson one of the most respected motoring journalists of all time(“ Jenks” to his followers) penned an article for MotorSport magazine headlined“ When did you lose interest?”.
In the article, he recounted a number of interactions with disgruntled F1 fans at the time who remarked that“ Grand Prix cars are not what they used to be”. The reasons for their loss of interest were many and varied.
Some former fans, notes Jenks, can’ t stand the new wide tyres introduced in the mid-1960s, other complainants said the“ new wing things”( from the late 1960s) made the cars look more like aeroplanes than racings cars, yet others grumbled that the cars“ all look the same”.
Some criticised the number of“ fancy sponsors” who were appearing in the sport in the 1970s. One noted his dislike for the“ black and gold Lotuses”.
Driver identity was another issue raised by fans in 1973. They derided the new“ spaceage helmets” which obscured the drivers’ faces.
Fast forward to 2026. What would Jenks make of the current outcry against the new, complex – some say confusing – regulations? Without question, they have ignited one of F1’ s most contentious debates, with prominent figures questioning whether the rule changes truly serve the spirit of F1 as we’ ve known it for 75 years.
Will today’ s F1 fans come to terms with the new regulations, as did their ancestors who grew to enjoy wide-tyred, bewinged and multicoloured cars bedecked in sponsors’ logos?
Perhaps not. Many believe that F1 today is in danger of forever alienating its dyed-in-thewool traditionalists- those who remember when driving skill and racecraft meant more than how many straight-line overtakes can be shoehorned into one F1 race.
It’ s no secret that the F1 fan of the future will epitomise a new breed of enthusiasts. Research shows that F1’ s fan base is increasingly sourced from the“ Netflix generation”. These fans represent a cultural, technological and commercial platform capable of engaging more than 820 million
Graham Duxbury is a former professional racing driver, celebrated SA champion and acclaimed motorsport administrator and commentator. A South African Hall of Fame Inductee, he made history in 1984 by winning the famous Daytona 24-hour sports car race in the USA in an all-South African team. Today, he heads Duxbury Networking, a leading IT company.
people worldwide. Advocates of the“ Netflix effect” often point to a poll taken in 2022 which found that 28 % of American adults considered themselves to be F1 fans, with more than half crediting the Netflix series Drive to Survive for their interest.
The fact that F1 is actively courting these fans is a tangible sign of momentous change. F1 is no longer a club for traditionalists, but is described as“ an open, transversal ecosystem, ready to welcome new generations, new geographies and new meanings”.
For those working in marketing and communications, the F1 of the future represents an extraordinary opportunity. Research also shows that 59 % of F1 fans attach great importance to style and fashion in their way of experiencing F1. The 10-year partnership with Louis Vuitton( title sponsor of the Australian GP) and the presence of icons such as Rihanna and Zendaya at GPs confirm this.
In the US, F1 fans follow the sport primarily to support a favourite driver. Among younger people, 66 % feel inspired by the personal stories and values embodied by their idols. They hang on each word published on social media and are often enthralled by the“ clickbait” that exists there.
McLaren boss Zak Brown claims that Netflix has“ brought in a female audience, a younger audience and a North American audience, and I feel like we’ re just getting started”. Sadly, for the traditionalists, drivers are no longer viewed as skilled artists behind the wheel but are seen as cultural ambassadors. They are asked to be charismatic figures capable of conveying messages and values. For brands this means storytelling opportunities and deeper sponsorship activations.
Photo credit: Red Bull
Perhaps the most important question that all modern-day Denis Jenkinsons should be asking is: Is this your F1 and if not, are you losing interest?
WORDS IN ACTION 28 APRIL 2026