As Formula 1 cements itself in pop culture, Mercedes-Benz CMO Melody Lee told Boardroom all about how the brand is blending its 140-year racing legacy with a new wave of Gen Z fandom and global entertainment.
Mercedes-Benz has long been synonymous with performance and innovation.
Now, with Formula 1 at the center of the global sports and entertainment conversation, the brand is leaning deeper into its motorsport heritage to reach new fans, especially as the sport continues to explode in the U.S.
Boardroom sat down with Melody Lee, Chief Marketing Officer of Mercedes-Benz USA, to talk about the automaker’s deep ties to Formula 1, the sport’s growing influence on pop culture, and how storytelling, technology, and inclusivity are fueling the next generation of motorsport fandom.
This interview has been edited for length and clarity.
BOARDROOM: Why was Formula 1 such a natural fit for the brand, and how has your approach to the partnership evolved over the years?
MELODY LEE: The truth is that motorsports is part of Mercedes-Benz’s DNA. We’ve been around since 1886, when we filed the first patent for the motor wagon, the very first automobile. So we’ve been around for 140 years, and for 130 of those years, we’ve been involved in motorsport.
There was a race back in 1894 that ran from Paris, and out of the 15 vehicles in that race, nine of them were Mercedes-Benz. So it’s core to our identity as a brand.
We have a long history in Formula 1, fielding one of the most successful teams in the sport. We won what they call the double championship — both the drivers’ and constructors’ titles — seven years in a row, up until 2020. In 2021, we set a record by winning the constructors’ championship eight times. No one’s been able to top that.
From a marketing perspective, we don’t think there’s a better time to capitalize on our long heritage in the sport and our success in motorsport, especially with the rise in popularity here in the United States. Thanks to Drive to Survive on Netflix and the addition of three U.S. races — Miami, Austin, and Vegas — fandom has grown organically. There’s no better way to marry our heritage with what’s popular in culture right now than to be in Formula 1.
With shows like Drive to Survive and F1: The Academy, and F1: The Movie, how do you see entertainment and motorsport intersecting to reach new audiences?
The name of the game is accessibility and appeal. The way Drive to Survive and F1: The Academy have elevated the drivers’ personalities has widened the appeal of the sport. For a long time, Formula 1 was considered an exclusive, highbrow, expensive sport — and to some extent, that was true.
But entertainment has opened the door to fandom in a way we never anticipated, and it’s a great thing. Now you’ve got Hollywood, too. F1: The Movie made the sport feel exciting and multidimensional. It shows that racing isn’t just cars going around a track; it’s teamwork, technology, and precision.
There’s also so much human drama and strategy involved. One of my favorite things is seeing people realize how much detail and data go into things like tire management or aerodynamic adjustments, all of which influence the race by milliseconds.
Entertainment has helped people appreciate the depth of the sport.
We’re seeing a major rise in young fans, especially Gen Z women. What role do storytelling and lifestyle content play in attracting and sustaining that audience?
When Drive to Survive started telling the stories of the drivers and teams, that’s when things began to change. I don’t think it’s as reductive as saying women are tuning in just because the drivers are attractive; that’s not it.
Women are responding to these people as whole human beings. They’re seeing their family stories, their backgrounds, their struggles. Take Lewis Hamilton, for example. The way he came up in the sport, fought for his rightful place, became a champion, and now gives back; that’s incredibly inspiring.
When you understand what motivates these athletes, it becomes so much more interesting. For us, having Mercedes-Benz front and center in that ecosystem is rich marketing material. It’s our job to take that excitement and bring it to the average customer — to build the brand and, ultimately, sell cars — while showing how motorsport connects to our broader story.
Subscribe for the biggest stories in the business of sports and entertainment, daily.
Let’s talk about F1 Academy. How do you view the long-term importance of Mercedes’ investment in this initiative?
The first step to building a more inclusive sport is creating opportunity and equity. I view F1 Academy as exactly that: a program designed to build a stronger pipeline of female drivers who can pursue every circuit, not just F1.
Of course, everyone considers F1 the pinnacle, and we all want to see a woman drive in F1 again. It’s been since the 1970s. There’s also a natural tie to Mercedes because Susie Wolff, one of the founders of F1 Academy, is a former driver and an absolute force. She’s committed to changing the next generation of F1, and that’s exactly what we need to see.
Beyond F1 Academy, where do you see the biggest opportunities for Mercedes-Benz as the sport continues to grow globally?
With about 750 million fans — up nearly 50 million in the last five years — there’s still massive room for growth. But not everyone can attend a race, especially since there are only three in the U.S.
That’s why we created a program called Race Day. We first launched it in Atlanta, then brought it to Austin and Miami. It brings the thrill of F1 to fans who might not be at the race itself with classic F1 cars on display, driver appearances, live commentary, and showcases of our newest technology. Thousands of people show up each time. It’s not just about selling cars; it’s about linking our motorsport heritage to the Mercedes-Benz of today.
How do U.S. fans differ from those in Europe or Asia?
There’s a distinct sense of excitement here because it’s still relatively new. In Europe and Asia, fans have grown up with F1; there’s a deep, long-standing tradition. But in the U.S., you meet people who just discovered the sport in the last few years, and that sense of newness makes it really fun.
You’ll hear Gen Z women talking about tire strategy or slicks, which is amazing. It’s like watching a new cultural phenomenon take hold. The momentum is only going to keep growing.
As CMO, how do you balance Mercedes’ brand heritage with connecting to a new generation of fans?
It’s about taking what’s always true about Mercedes-Benz — craftsmanship, excellence, luxury — and pulling those evergreen qualities into the contemporary era.
The medium might change — what used to be a print ad might now be a TikTok — but the message remains the same. We want to be as desirable to Baby Boomers as we are to Gen Alpha. It’s a balancing act, but our core identity endures.
Finally, anything you can share about what we can expect from Mercedes as the F1 world expands? Or what’s next for drivers like Kimi Antonelli?
We’re so lucky to have George and Kimi. They’re both incredibly kind people and absolute monsters on the track. Kimi’s so sweet, and he’s just a joy to follow.
The sport itself continues to evolve. McLaren’s been dominant this year, but with regulations changing soon and Cadillac entering the circuit, I think we’ll see even more competitiveness. The sport’s only going to keep growing in appeal and popularity.
Read More:
Ohio State AD Ross Bjork on State of NCAA Athletics, College Football Playoff, Big Ten Expansion
Kevin Durant and Cade Cunningham Get Real About Load Management
Interview: How Dan Deacon Went from Indie Music Star to Scoring HBO’s New Hit Series
Kevin Durant and Amen Thompson Battle It Out in NBA 2K26
The NWSL’s Trinity Rodman Dilemma
