Three-time Formula 1 Grand Prix winner Johnny Herbert is stepping into a new chapter in motorsport, joining the revitalized Lola as a global brand ambassador. But this isn’t just a ceremonial role—Herbert is expected to play a key role in Lola’s business strategy, potential Le Mans return, and expansion into alternative-fuel racing.
Lola’s Big Return—And Herbert’s Influence
Herbert’s involvement with Lola comes via his longtime friendship with Keith Smout, the brand’s Chief Commercial Officer.
“Lola’s return is a great story for motorsport, but it also bridges different eras of racing,” Herbert said.
“It’s back in one of the most innovative types of racing—Formula E. But this is just the start of a new technical adventure.”
Lola, a legendary name in motorsport, was once a stepping stone for world-class engineers who later moved into F1, endurance racing, and IndyCar. Now, under the ownership of Till Bechtolsheimer, the company aims to revive its racing legacy in the modern era.
Lola’s Future: Le Mans, Formula E, and Alternative Fuel Racing
While Lola’s immediate focus is on its return to Formula E, there are whispers of an ambitious comeback to the legendary 24 Hours of Le Mans—where Herbert claimed victory in 1991 with Mazda.
- ✅ Formula E: Lola has partnered with Yamaha and ABT to field a team featuring Lucas di Grassi and Zane Maloney.
- ✅ Le Mans 24 Hours: While not confirmed, Lola’s historic ties to endurance racing make this a likely next step.
- ✅ Alternative-Fuel Racing: The brand is reportedly exploring hydrogen-powered and sustainable racing initiatives.
Johnny Herbert’s Expanding Role
Herbert’s position goes beyond PR duties—he’s expected to provide guidance on business strategy and driver management.
“Driver management is something Lola never did before, but it’s an area we’ve talked about. It’s not just being involved to be around racing—I want to be an important part of success at the racetrack.”
With experience across F1, Le Mans, Bentley, and IndyCar, Herbert brings decades of expertise that could shape Lola’s resurgence.
What’s Next for Lola?
While Formula E is Lola’s re-entry point into motorsport, Herbert’s involvement hints at even bigger ambitions. Could we see Lola back at Le Mans with a factory-backed program? Or will it pioneer new tech in alternative-fuel racing?
One thing is certain—with Johnny Herbert on board, Lola’s revival is no longer just a nostalgic comeback—it’s a serious racing project with real ambitions.
🚨 Stay tuned as Lola’s return unfolds—could Le Mans be next?
