F1 vs NASCAR | Land of Liberty | 3
Business Wars
Audible
4.6 • 13.5K Ratings
🗓️ 27 May 2026
⏱️ 43 minutes
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Summary
Formula One is under new management and pushing to finally break into America. But after decades of failure, it needs to remodel its approach while also facing off against NASCAR. They're racing to capture the next generation of motorsport fans.
If you’d like to hear more about the high-stakes drama of F1, we recommend the audiobook version of The Formula. You can listen right now on Audible.
https://www.audible.com/pd/The-Formula-Audiobook/B0C834FDPB?srsltid=AfmBOopWNQLsloHzpZvxk0E1_mHodmgMgrcJUH-ue6AHQHwnX86ov_TZ
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Transcript
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| 0:00.0 | Audible subscribers can listen to all episodes of Business Wars ad-free right now. |
| 0:06.0 | Join Audible today by downloading the Audible app. |
| 0:28.6 | It's March 2017 in Melbourne, Australia, and the final preparations are underway for the opening race of the Formula One season. The buzz of a busy garage floats through the open windows of a sleek hospitality sweep. |
| 0:34.6 | Outside, mechanics in silver uniforms move around a Mercedes Formula One car with |
| 0:39.7 | military precision. Inside, two men sit across from each other at a small table, the tone quieter, |
| 0:47.2 | but just as intense. A few months ago, U.S. Entertainment Giant Liberty Media bought Formula One for more |
| 0:54.1 | than $4 billion. |
| 0:56.5 | Now, it wants to usher in a new era for the sport. |
| 1:01.0 | Sean Brachis is the Liberty Executive charged with making it happen. |
| 1:05.5 | But he can't do it alone. He needs the race teams to buy in as well. |
| 1:13.7 | Today, he's here to sell his vision to one of Formula One's most powerful figures, the famously competitive Mercedes team principal, Toto |
| 1:19.9 | Wolf. Bratchez leans forward. The product on track is phenomenal, but the fan experience? |
| 1:27.3 | We think it can be bigger. |
| 1:31.1 | Wolf's expression tightens. |
| 1:33.3 | How? |
| 1:34.9 | Bratch's gestures towards the garage outside. |
| 1:38.2 | Well, for starters, fans never see this. |
| 1:40.9 | The paddock, the garages. |
| 1:42.9 | Why not let people experience it? Absolutely not. Well, that's a |
| 1:48.7 | clear answer. You see that car? Every millimeter of it is intellectual property. If rival engineers |
| 1:55.4 | enter our garage, they can photograph it, copy something, steal our ideas. We cannot allow that. Okay, fair concern, |
| 2:03.6 | but what if fans don't roam the paddock? What if they're guided through? Uh, guided? |
... |
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