The Formula E Playbook: Why Climate Tech Must Sell a Better Product, Not Just a Better Planet
I was lucky enough to watch a Formula E race live in Paris. The whizz of electric engines, the city backdrops, the crowd’s energy, it was instantly captivating - despite the pelting rain. Not because it was “green,” but because it was genuinely exciting. That moment stuck with me. It made me wonder: in climate tech marketing, would anyone choose a product just because it’s sustainable? Or does it have to be better, smarter, cooler, more relevant, than what came before?
Here’s the uncomfortable truth for climate tech founders: good intentions are necessary, but not sufficient. The world needs a better planet, but it won’t happen unless we build better products, ones that win hearts, minds, and markets. Formula E’s meteoric rise wasn’t about sustainability banners. It was about delivering a product that people actually wanted. And that’s the playbook climate tech needs right now.
The Formula E Blueprint: Delivering Value Beyond Sustainability in Climate Tech
Turning Constraints into Strengths
Formula E didn’t start off with a perfect formula. Early electric race cars had clunky batteries, limited range, and lacked the raw energy of their gas-powered cousins. But instead of hiding those constraints, Formula E leaned in. Races were deliberately shortened to 45 minutes, fitting neatly into the modern, streaming-driven attention span. Urban circuits brought motorsports directly to fans’ doorsteps, making events accessible and relevant in a way that traditional racetracks simply couldn’t.
The magic? What looked like a limitation became a selling point. The race format was fast, intense, and tailor-made for the digital era. In fact, Formula E now reaches half a billion fans worldwide, most of whom are there for the thrill, not just the environmental message. That’s not a happy accident, it’s design thinking in action. For climate tech startups in regions like MENA, adapting to infrastructure limitations, such as intermittent energy supply, can inspire new business models or modular solutions uniquely suited to local conditions. Turning local challenges into innovation opportunities is often where lasting differentiation is born.
Designing for the Modern Consumer
Formula E’s cars aren’t just eco-friendly, they’re engineered for performance. The GEN3 Evo car, for instance, accelerates from 0-60 mph in just 1.82 seconds, outpacing even Formula 1 vehicles. And it does so while incorporating recycled materials in tires and bodywork. That’s a powerful combination: sustainability woven into, not tacked onto, a superior product experience. GEN3 Evo car’s performance (0-60 mph in 1.82 seconds) demonstrates that electric vehicles can outperform gas-powered rivals, combining sustainability with superior product features.
Have you ever dismissed a product at first glance, only to be surprised when it evolved into something you couldn’t live without? That’s the opportunity for every climate tech founder. If your technology is constrained, on cost, infrastructure, or performance, how can you flip that into your unique advantage? Not every startup can mirror Formula E, but every founder can find their own “shorter, urban, interactive.” Sometimes, the most significant breakthroughs come from tackling what seemed impossible and building direct value around it.
Product Positioning in Climate Tech, Winning on Performance, Not Just Principle
Solving Real Needs, Not Just Climate Problems
However, most consumers and businesses don’t switch to a new product out of pure altruism. They want convenience, performance, and cost-effectiveness. For example, in the built environment sector, startups that offer digital platforms simplifying energy retrofit processes have seen faster adoption by addressing pain points for building owners and managers. Sustainability is a bonus, not the main event. Formula E’s partners, like Jaguar, understood this. They used race-day data to improve the range of their consumer EVs, making the tech transfer tangible and personal. Jaguar leveraged Formula E race-day insights to improve the range of its consumer EVs.
From my experience, even the most skeptical customers become advocates when a climate tech product outperforms expectations, delivering real savings or standout performance. Wouldn’t you choose the solution that genuinely raises the bar?
Make the user experience frictionless: remove every excuse not to switch.
Demonstrate measurable benefits: savings, speed, reliability.
Let sustainability be the multiplier, not the entry ticket.
Integrating Storytelling and Brand Activation
Winning brands don’t just talk features, they tell stories. Formula E’s “Engineered to Outrun” campaign wasn’t about carbon footprints. It was about speed, innovation, and edge, appealing to fans well beyond environmental circles. Formula E’s “Engineered to Outrun” campaign became a narrative that appealed beyond green credentials. For climate tech, this means your brand story should orbit around innovation, user empowerment, and real-world impact. Don’t fall into the trap of overpromising or hiding complexity, transparency builds trust, especially when you’re forging new ground. The most memorable brands make their users feel like pioneers, not just customers.
Iteration, Engagement, and Public Learning, Building Trust and Momentum
Innovating in Public
Formula E made experimentation part of its DNA. Features like Attack Mode and Fan Boost were tested live, with the understanding that some would flop. But every experiment was a learning moment, and the audience was along for the ride. Formula E tested new features like Attack Mode live, accepting that some would fail but all would drive learning.
I’ve seen climate tech pilots that failed spectacularly, only to spark the breakthrough that unlocked growth. That’s the power of public learning: it humanizes your journey and invites community ownership. What’s one experiment you can run in your go-to-market strategy right now?
But not all feedback is created equal! Early adopters often spot what the mainstream will care about next, but you need discernment to know which signals are worth acting on. The path isn’t linear, it’s a cycle of fail, learn, and iterate. Embracing this process openly can help your team and stakeholders rally behind your mission, even when the outcome is uncertain.
Empowering Stakeholders and Early Adopters
Authentic engagement builds credibility. When you engage your community in product development, you transform users into advocates. That’s why at Nexus Climate Launch, we champion experimentation and customer validation. By supporting startups to test and refine strategies based on real-world feedback, we help de-risk ideas and build momentum, especially in fast-moving markets like MENA. This collaborative approach not only accelerates product-market fit but also strengthens investor confidence through demonstrable traction. Empowering your early adopters is one of the most overlooked strategies for creating lasting impact and scaling faster.
Lessons Learned, Adapting Formula E’s Playbook for Climate Tech Startup Success
Five Principles for Startup Growth
Turn constraints into strengths: Use your limitations as launchpads for creativity.
Design for modern lifestyles: Build for emerging habits, not legacy behaviors.
Iterate in public: Make learning and adaptation part of your brand story.
Let climate be the platform, not the pitch: Lead with superior experience, let sustainability amplify your value.
Build for what’s next: Anticipate and align with shifting cultural values and tech trends.
Navigating the Real-World Complexities
Product excellence alone won’t overcome all barriers though. Policy roadblocks, limited funding, and traditional industry mindsets are ongoing challenges. But here’s what I’ve seen through our work at Nexus Climate in MENA and Europe: startups have the agility to lead by example, showing what’s possible and influencing broader systems over time.
Formula E’s fans are younger, urban, and digitally native. Many don’t even aspire to own cars, reflecting seismic shifts in attitudes toward mobility. Formula E’s demographic: younger, urban, digitally native, often uninterested in car ownership, demonstrates the importance of aligning with evolving consumer values. Are you ready to build for the world as it will be, not as it was?
While systemic change can be slow, innovation moves quickly, and today’s climate tech startups are often the ones setting the agenda.
Catalyzing Climate Tech Growth, Nexus Climate’s Approach
At Nexus Climate, we believe climate innovation demands more than just ambition. Our practitioner-led, 3Es framework, Expertise, Excellence, Empowerment, underpins every partnership and program. By leveraging our deep market connections across MENA and Europe, we empower startups to accelerate go-to-market strategy, build standout brands, and unlock investor access. We bridge the gap between breakthrough technologies and real-world impact, catalyzing sustainable growth for the climate tech sector. Whether you’re launching your first pilot or scaling globally, actionable support grounded in experience can be the difference between stalling and scaling.
From Playbook to Practice
The next wave of climate tech winners won’t just be “doing good.” They’ll be delivering products that are unambiguously better, for users, and for the planet. The Formula E story proves it: when you design for delight, performance, and relevance, sustainability becomes irresistible. The urgency is real, but so is the opportunity. If you’re building climate tech, make your product the one people want, then let the planet win, too.
Ready to build a climate tech product that wins on its own merits? Contact Nexus Climate for expert support in climate tech marketing, go-to-market strategy, startup growth, and brand development. Let’s unlock your growth trajectory, together.
FAQ
What is the key lesson climate tech startups can take from Formula E’s success?
Formula E succeeded by delivering a superior entertainment product that matched modern consumer demands. Climate tech startups should prioritize usability, performance, and cultural relevance, making sustainability a bonus outcome, not the entire pitch. Learn more.
How can climate tech companies improve their product positioning?
Focus on clear, user-centric benefits such as convenience, cost savings, and improved performance. Integrate innovative storytelling and leverage digital channels to connect with target audiences. Sustainability should be evident, but not the only value proposition.
Why is iterative public engagement important for climate startups?
Iterative public engagement builds trust and credibility. By testing, learning, and adapting in public, similar to Formula E’s approach, startups can quickly refine offerings and foster loyal communities of early adopters. This is a core element of Nexus Climate Launch’s methodology.
What support does Nexus Climate offer to early-stage climate tech companies?
Nexus Climate provides tailored innovation advisory services, training, and access to global networks. The focus is on market entry, pilot programs, strategic communications, and customer-driven validation to help startups grow and scale in MENA and Europe.
How can I get involved with Nexus Climate or access its programs?
You can contact Nexus Climate directly via our website to discuss your needs or learn more about our programs for climate tech startups and innovators.
