LONDON, U.K. — Formula E today unveiled a fresh new look ahead of Season 9 of the ABB FIA Formula E World Championship, with the debut of the Gen3 car, new races in iconic world cities, new teams and new formats. “This new identity is part of our ongoing mission to build a new category of tier one sport,” Henry Chilcott, chief marketing officer, Formula E said. At the heart of the new system is the Torque Loop that represents the excitement and energy at the core of the brand and the sport. For Season 9, an all-new sonic identity has been developed for use across broadcast, digital and marketing channels, with the new sound of the Gen3 race car at its core.

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