The renowned three-time Formula 1 Grand Prix winner, Johnny Herbert, has embarked on a new chapter in his illustrious career by joining the revitalized Lola as a global brand ambassador. This strategic move positions him at the forefront of the company's ambitious business development and corporate ventures. Herbert, who recently stepped down from his role as an F1 driver steward, has signed an agreement with Lola, set to contribute significantly to its Formula E program and future projects. These initiatives may encompass a return to the prestigious Le Mans 24 Hours and expansion into alternative-fuel motorsports. His connection to Lola was facilitated through his long-standing friendship with the firm's chief commercial officer, Keith Smout.

Herbert expressed excitement about Lola's resurgence, highlighting its significance for the motorsport industry. He noted that the brand's heritage represents a pivotal era in racing history, akin to an engineering university. In 2025, Lola is poised to re-enter one of the most innovative forms of racing—Formula E—under the visionary leadership of owner Till Bechtolsheimer. The company aims to embark on a new technical adventure, marking a significant milestone in its journey. For Herbert, this represents a thrilling opportunity to be part of something groundbreaking, bringing back revered names like Lola into contemporary motorsport.

Interestingly, Herbert's early career was closely associated with Reynard, a rival to Lola during the 1980s and 1990s. Despite this, he tested a Lola IndyCar in 2001, aiming to transition into American single-seater racing post-F1. Herbert has been an active observer of Formula E, attending several races and witnessing Lola's initial shakedown tests. He believes the team's collaboration with drivers like Lucas di Grassi and Zane Maloney will serve as a foundation for future success both on and off the track. Herbert praised the entertainment value and technological advancements of Formula E, particularly the Gen3Evo models, which he finds fascinating.

Herbert's multifaceted role with Lola extends beyond ambassadorial duties. It includes potential involvement in driver management, an area previously unexplored by the company. He aims to be a constructive force, contributing meaningfully to Lola's success. Reflecting on his past experiences with teams like Lotus, Benetton, Sauber, Stewart, and Bentley, Herbert emphasized his commitment to delivering excellence at the racetrack. His partnership with Lola signifies a promising alliance, blending tradition with innovation in the ever-evolving world of motorsport.

This new venture promises to bring together the rich legacy of Lola with modern innovations, setting the stage for an exciting future in motorsport. Herbert's expertise and passion are expected to play a crucial role in achieving the company's ambitious goals. As Lola ventures into Formula E and explores new horizons, the synergy between tradition and cutting-edge technology could redefine what it means to succeed in this competitive field.