On Friday, November 8, the historic Jarama Circuit in Madrid, Spain, will set the stage for a groundbreaking event: Formula E’s first-ever all-women test session. 18 accomplished women drivers will have the rare opportunity to pilot the cutting-edge GEN3 Evo race car, a machine that pushes the boundaries of speed and innovation. Capable of accelerating from 0 to 60 mph in just 1.82 seconds—a full 30% faster than today’s Formula 1 cars—the GEN3 Evo showcases Formula E’s commitment to both performance and environmental sustainability.
Each of series 11 teams will bring at least one woman driver for this half-day test, and many teams are fielding two, making this a collaborative, powerful experience designed to open doors and pave the way for talented women in racing.
Formula E’s Women’s Test Driver Line-Up:
- Jaguar TCS Racing: Jamie Chadwick and Lilou Wadoux
- TAG Heuer Porsche: Gabriela Jilkova and Marta Garcia
- DS PENSKE: Jess Edgar and Beitske Visser
- Nissan: Abbi Pulling
- Andretti: Chloe Chambers and Nerea Marti
- Envision Racing: Alisha Palmowski and Alice Powell
- NEOM McLaren: Bianca Bustamante and Ella Lloyd
- Maserati MSG Racing: Tatiana Calderon and Carrie Schreiner
- Lola Yamaha ABT: Miki Koyama
- Mahindra Racing: Lena Buehler
- Kiro Race Co: Simona de Silvestro
As the women gear up to take to the track, Formula E leaders Beth Paretta, Vice President of Sporting, and Ellie Norman, Chief Marketing Officer, share insights into the transformative potential of this event. They explain how the all-women test is not only a celebration of talent but also a strategic move aimed at breaking down barriers for women in motorsport, inspiring a new generation of racers, and increasing fan engagement across the world.
Beth Paretta: Broadening Opportunities for Women In Racing
Q: The all-women test is an important step for Formula E. What do you hope it will accomplish in terms of representation and visibility for women in motorsport?
“We have a few goals in mind with this initiative,” she begins. “By leading with this event, we’re showing the world that this is important—not just for Formula E but for the entire industry. It’s a message that this is something people need to take seriously.” Paretta is all too aware that opportunities for women in professional racing are too scarce, and she hopes the visibility of this event will act as a catalyst for change.
“There are a lot of talented women in professional driving, but so many of them need to see that this is a possibility for them,” she explains. “If we can help demonstrate that, then we’re doing something meaningful.” Paretta notes that people often ask if there will ever be women at this level of racing. Her answer? “Yes. They just need the opportunity to get there.” She believes Formula E is in a unique position to create those opportunities and send a message that the industry is more than ready for talented women to step into the spotlight.
Q: Regarding the women drivers, what specific aspects or data points of the GEN3 Evo car are crucial for evaluating performance?
“This test is less about testing the car and more about showcasing the women,” Paretta says. “For the teams, it’s an opportunity to gather data, meet new drivers, and expand their networks. Often, teams rely on familiar faces for reserve or simulator driver roles, creating an unintentionally closed circle. This session widens the net, allowing teams to see what these women can do and consider them for future opportunities.”
Paretta elaborated clearly on the importance of the test as a stepping stone for women. “Commercially, these women bring a different angle, story, and potential sponsors,” Paretta adds. “Real progress will come when women are given consistent, full-time, multi-year opportunities in the seats—not just one-off races. This test allows the women to gain miles, which helps with their licensing and can contribute toward earning an FIA Super License.”
Formula E: Tackling Challenges And Opportunities
Q: What do you see as the most critical challenges for women advancing in motorsport?
“People might assume motorsport decision-makers are daring, but in reality, many of them are risk-averse,” she admits. “They see supporting a woman driver as a risk. I’ve experienced this throughout my career.” Paretta goes on to describe how difficult it can be to change minds in such a traditional industry.
“But here’s the thing,” she says passionately. “When organizations take that step and bring in women, the response from fans is noticeable. People start saying they’ll bring their daughters to the events. It’s powerful.” Thinking about the broader implications, “Seeing women at this level encourages people to believe that anything is possible. It changes the dynamic in a profound way.”
Q: How can developing women drivers demonstrate an attractive ROI for sponsorship and funding, especially as Formula E looks to expand its inclusivity?
Beth Paretta doesn’t mince words. “The burden shouldn’t be on the drivers—they’re already putting in the work to master their fitness, nutrition, and precision driving,” she asserts. “The responsibility should fall on sponsors and teams. Motor racing is unique because it’s one of the few sports where women and men can compete on the same track, appealing to a broad audience.” Paretta emphasizes that women drivers should receive the same level of respect and financial support as their counterparts.
She notes that Formula E’s fan base is nearly 50% women, a proportion that no other FIA Championship can claim. “Our organization, from the top down, includes many women, and that resonates with our fans,” she says proudly. Paretta believes that women drivers bring a fresh perspective and unique value to the teams they join.
Formula E: Breaking Barriers For Girls In Motorsport
Q: Can you tell us more about FIA Girls on Track and its role in bringing more girls into motorsport?
“The FIA Girls on Track initiative is something I’m deeply passionate about,” Paretta shares. “Formula E’s FIA Girls on Track invites young women aged 12-18 to explore various aspects of motorsport for free through workshops and behind-the-scenes access. In Season 11, we’ll continue to hold Girls on Track events at each Formula E race. It’s often these girls’ first exposure to racing, sparking an interest that could lead them to a career in motorsport.”
Q: Women’s sports are growing in popularity in the U.S., and having a female driver in Formula E could increase its fan base. Does Formula E see this as a key opportunity to connect with U.S. audiences?
“Absolutely, the U.S. is a critical market for us. This season, we have one race in the U.S.—the Miami E-Prix on April 12, 2025—and we’re aiming to expand to two races in the future,” she shares.
Q: What excites you personally about Formula E’s all-women test?
Her answer is simple, yet deeply personal. “I love that this inspires young women watching at home,” Paretta says. “It’s also rewarding to see the reaction from men, often impressed by these talented women. We all want to see our daughters, sisters, and granddaughters watching women race, and it’s incredible to see the drivers surprise the teams with their talent.”
Ellie Norman: The Future Of Inclusivity In Motorsport
Q: Formula E’s all-women test is a positive step forward. What outcomes do you hope to see for increased visibility and representation?
“I’m thrilled that this is the first time an FIA Championship has organized a test like this. It’s an essential step toward equity in racing,” she says. “By providing seat time, we’re building a base of talented women drivers who can break into the sport.”
Q: How could initiatives like the all-women test impact fan engagement?
Norman shares the extraordinary response Formula E has seen online. “Formula E’s social media engagement for the all-women’s test has been phenomenal—two times higher than our championship posts,” she notes. “The enthusiasm speaks volumes about the value of supporting women in motorsport.”
Key Social Media Points based on the Women’s Test announcement:
- Higher Engagement Than Season 10: The Women’s Test announcement generated more engagement and impressions within the first 24 hours than the Season 10 Teams’ World Champions’ announcement/graphic during the same time period.
- Engagement & Impressions: Posts related to the Women’s Test generated 2K more engagements and 62K more impressions compared to all content posted in October 2024.
- Instagram Dominance: Instagram drove 90% of all engagements and 66% of impressions for posts related to the Women’s Test.
- Global Fan Base Demographics: 46% of Formula E’s global fan base is made up of women.
- Company & Executive Gender Split: Formula E maintains a 50:50 gender split within both its company and its executive team.
- Global Media Coverage: The Women’s Test generated over 1,000 pieces of global coverage, reaching 11.2 million impressions.
Formula E: Showcasing Talent—Creating A Movement
Q: Fan engagement is vital, especially for young girls. How do you see the FIA Girls on Track program evolving?
The program, she explains, has been a massive success in bringing young girls into motorsport. “It gives them a real sense of ‘If you see it, you can be it,’” she says. “Motorsport offers roles across all disciplines, whether in engineering, strategy, or digital media.”
Q: Formula E’s fan base is almost 50/50 men and women. How does this influence the organization’s approach to branding and fan engagement?
Creating an inclusive environment is central to Formula E’s mission. “It’s essential for us to create an environment where everyone feels welcome, regardless of gender or identity,” she says. “Understanding our fans’ perspectives allows us to co-create experiences and communicate in a way that fosters a sense of belonging.”
Q: What excites you personally about the all-women Formula E test?
“When I was 10, I dreamed of being the first female F1 driver. Though I didn’t make it, being part of Formula E and watching young women take steps toward their dreams is powerful. Sport has a unique way of bringing people together, and I’m thrilled to witness this historic moment.”
Formula E isn’t just showcasing talent—it’s creating a movement, one that inspires young women around the world to imagine themselves behind the wheel. In doing so, Formula E is setting an inspiring example for the racing industry and reminding us all that the future of motorsport is for everyone.