The power of digital: Accelleron and Sauber Motorsport introduce new joint workshop

“Digitalization and F1 mindset, a culture of high performance”

F1 partnership update | Baden, Switzerland | Sep 18, 2023

As part of our technology partnership, Accelleron and Sauber Motorsport have joined forces to create a training workshop that demonstrates how the power of digitalization, combined with a racing mindset, can drive progress on track, in business and towards sustainability.

Common areas of expertise, like continuous monitoring, cloud computing, predictive analysis and additive manufacturing raise the bar of competition by accelerating the data-driven decision-making (DDDM) process. This in turn leads to enhanced teamwork, transparency and reliability.

To share the potential of the Digital Revolution, a team of experts from Accelleron and Sauber Motorsport has jointly developed an innovative new training module. The project is led by Cristian Corotto, President of Accelleron’s Digital Division, and Lucia Conconi, Sauber Group’s Head of Vehicle Performance.

Using real-life case studies, the first interactive workshop was help in August for a management team from one of Accelleron’s marine customers. 

Cristian Corotto explains how Sauber’s finely tuned ‘digital racing mindset’ can drive organizations and companies to push boundaries, boost competitiveness and achieve sustainable success.

Formula 1 cars and cargo vessels appear to have little in common. How can they be compared?

“From a digital point of view, there are many similarities between these two pieces of engineering genius. Both constantly produce data that are gathered, analyzed, benchmarked and applied to identify critical issues, set priorities, maximize performance and strive for success.”


In 2017, The Economist stated that ‘Data are the most valuable assets in the world, ahead of oil’. Does having more data lead to success?

“In Formula 1 as in business, strategic advantage relies on the ability to enhance performance without wasting resources, while involving the entire team. It’s not only a matter of big data and technologies but a cultural and mindset issue.”


In Formula 1 success is a collective effort. How can digitalization promote teamwork?

“Sharing reliable and qualified data, at all levels, helps team members work at problem-solving like a unique and coordinated group. A bit like an orchestra.”


Racing doesn’t seem to be an environmentally sustainable activity. How can it contribute to the maritime decarbonization process?

“For many years Formula 1 has been at the forefront of innovations in areas like aerodynamics, hybrid technologies and biofuels that minimize greenhouse gas emissions in the energy transition journey. Data drives car development, and its continuous improvement influences sustainable competitive decisions in the immediate as well in the short, medium, and long term.”


What is the purpose of the new workshop?

“We want to share Sauber Motorsport’s racing mindset based on a data-driven decision-making approach and teamwork beyond the track, while also promoting the adoption of more sustainable business models among shipping companies.”


What were your expectations for the first workshop?

“Our goal was to provide the attendees with an exclusive insight into how a Formula 1 digital mindset can also be adopted in the maritime industry. We wanted to show how a data-driven decision-making process, transparent and clear definition of KPIs and KPOs, collaborative teamwork and quick execution can boost their race towards excellence and a more sustainable world.”

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