MOTORSPORT: Formula E's silent approach

For those wanting cleaner, greener racing, what should be Super Saturday arrives this weekend.

It's the start of the new all-electric, single-seater, open-wheeler world championship, with the first "ePrix" at Beijing's Olympic Park.

But, after a big build-up over a couple of years, there's surprisingly little buzz about it – at least in these parts, although it is being aimed primarily at the Asian, American and European markets…

For many this year's new hybrid Formula One cars are too quiet, and with the Formula E cars there will be even more of a hush.

The screech of tyres will be the most noise they make.

It is a new tack in the sport, intended to capture a new generation, and – unlike F1 – with an aggressive social media strategy.

Fans will get to vote for drivers, and the three most popular will be allowed a five-second power boost on the track – to 180kw or 243bhp from the standard "race mode" 150kw or 202.5bhp.

"We will be the most digitally open championship in the world," said the series chief, Spanish tycoon Alejandro Agag.

Formula E rounds will be held predominantly on street circuits close to the heart of many major cities of the world.

The "show" – practice, qualifying and the race – will all happen on the one day.

In this first season all the cars are identical – called a Spark-Renault SRT but with an electric powertrain and electronics from McLaren Electronics Systems and batteries from Williams Advanced Engineering, both companies associated with F1 teams.

The chassis is from Dallara, which also supplies among its many customers the IndyCar series in America, Renault is overseeing the "technical integration" in Formula E and Michelin has supplied the tyres.

Beyond this season it is intended to allow variation in the cars and thus scope for innovation.

Formula E has been championed by the Federation Internationale de l'Automobile (FIA), initially under Max Mosley and now Jean Todt.

"For me the electric car is really the future of motoring in the cities," Todt said.

"That's why we begin with hosting races in world cities [including London, Berlin, Miami, Long Beach, Buenos Aires and F1's crown jewel, Monaco – but nowhere in Australia yet, and there is no Aussie driver, despite Matthew Brabham having tested twice].

"Formula E will serve as a framework for research and development around the electric vehicle, accelerating general interest in these cars and promoting sustainability."

The series has many drivers who have raced in F1 and prominent team owners from within and outside motorsport.

But it is on environmental grounds that it is selling itself hardest.

"We are the cleanest [form of racing] – and for the world today that's probably the most important thing," Agag said.

"The world is changing. It is not any more so concerned about the fastest or the noisiest.

"It is concerned about who is doing things that are better for the environment. And in that Formula E is unbeatable."

Agag is adamant his series is not trying to compete with F1, but rather be an alternative – albeit much smaller, but "with something very important".

"China I think symbolises very well what we want to show – that electric cars are the solution for pollution in cities," he said.

There will be 40 zero-emission cars in the Formula E paddock because the 20 drivers have to swap during the one-hour races as the batteries won't last the distance and take at least 25 minutes to charge.   

Top speed will be 225kmh, compared with about 355kmh in F1 now.

New race series have a poor record of enduring and already there is an embarrassing two-month gap in the Formula E calendar after Beijing due to a cancellation.

Team owners include Hollywood actor Leonardo DiCaprio and British entrepreneur Sir Richard Branson, and – with racing backgrounds – America's Andretti clan, French F1 legend Alain Prost and Monaco GP winner Jarno Trulli, who also will drive.

Other drivers with F1 experience include Nick Heidfeld, Jaime Alguersari, Sebastien Buemi, Bruno Senna, Nelson Piquet and Karun Chandok.

The field includes two women racers – Britain's Katherine Legge and Italy's Michela Cerruti.

And James Hunt's son Freddie will be a demonstration driver and ambassador for the series.

Agag admitted Formula E would not be an overnight global hit.

"Technology takes time to develop – just look at the evolution from 'brick' phones to smartphones and desktop computers to tablets," he said.

"In the same way we believe electric cars need time to evolve and we're just at the beginning of the electric racing era – this is very exciting.

"At present our batteries last 25-30 minutes but, as technology improves, our goal will be to run the entire race with one car and one battery."

And the racing world and car industry will keep watch – perhaps with only with one eye – on how the series goes and whether it can survive and succeed.