Taking on the Everest of motorsport

BRX discuss building a Dakar rally team from scratch

With competitors traversing more than 7,500KM of desert in just two weeks – tackling mud, sand and rock along the way – it is little wonder that the Dakar Rally has unofficially been christened as the Mount Everest of Motorsport

Unperturbed by that, professional and amateur rally drivers still flock to take part in the sport’s greatest endurance challenge, testing themselves both physically and mentally across a rich variety of terrain. So, what makes it such a special event?

In our latest webinar, we were lucky enough to find out, as representatives from the new Dakar Rally team, Bahrain Raid Xtreme (BRX), joined us for‘Taking on the Everest of Motorsport.’ Hosted by Michael White, the panel included David Richards – BRX Team Director, Nani Roma and Sébastien Loeb – the two BRX Drivers, and Sonia Callens – CEO of Bardahl, one of BRX’s Official Partners.

The session started with a look at how, exactly, the idea to create BRX and tackle the Dakar Rally originated. For Richards, it was the logical next step: “If you’re in motorsport there are a few things you have to do – Le Mans, the Monaco Grand Prix and winning the Dakar. It was one of those events on our wish list.”

But creating a competitive team is easier said than done. As Dakar veteran Roma said, ‘it’s the hardest race in the world. It’s not just about speed, it’s about logistics and endurance too.” Both drivers admitted to some initial doubts about the project, but Richards managed to persuade them to get on board. Loeb was particularly impressed: “When I saw the car I thought: if I had to design a car for the Dakar, I would do it like this!” Perhaps it is no surprise then, that BRX managed a remarkable 5^th place finish – the best performance for a debut team in the Dakar Rally.

As for the Dakar Rally itself, Richards suggested that the showpiece event is on an upward trajectory, resonating not just with people in the Middle East but also amongst the more adventurous spirits around the world who are less fulfilled by traditional racing: “Public interest in motorsport is changing. Events like Dakar appeal to the adventurers out there, taking you to far off places you couldn’t drive a normal car in. It’s aspirational and that is helping to attract a new type of audience.”

And it is that unique point of difference, as an event that goes beyond racing and talks to a different audience, which makes it an appealing value proposition for partners, as noted by Bardahl’s Sonia Callens.

At the heart of retaining the interest of that audience is the team’s mission to continue driving sustainability, which is known to be a passion point for many young fans. The Dakar Rally has not always been associated with ‘green’ credentials, but Richards has noticed a change in recent years. BRX will be trialling biofuels in the next two years, and the rally world is keen to present itself as a sport fit for the future. As Richards said, “it’s incredibly exciting because it leads the way and puts motorsport back at the forefront of technology.”

Taking place in the Saudi Arabian desert, this year’s Dakar Rally also kicked off a huge year of motorsport in the Middle East, which provided a final talking point. Broadly, the panel agreed that it will continue to be a key growth area for motorsport, not least as the sport has proven itself to be a “great tool to communicate with audiences across the region” – be that through F1, Formula E or the Dakar. One way or another, as host to Formula E’s season-opening Diriyah Eprix, the Dakar Rally and F1’s curtain-raising Bahrain Grand Prix, and with another two Grand Prix’s on the calendar in December, the Middle East’s progression into one of motorsport’s key heartlands is a development worth keeping an eye on.