James Vowles, Williams and the Pressure of Living Under the Spotlight of Netflix and 'Drive to Survive'
The team principal of Williams, James Vowles, has spoken about the impact that his and his team's prominence had in the seventh season of Drive to Survive, the Netflix docuseries about F1.
The signing of Carlos Sainz by Williams was one of the central themes of the seventh season of Drive to Survive, the Netflix documentary series about Formula 1. In fact, both the Spanish driver and the director of Williams, James Vowles, starred in a full episode titled Carlos's Decision.
As a result, James Vowles has become a celebrity beyond Formula 1. The 46-year-old British engineer is now much more recognized on the street and in environments far from the circuits. Has it had any impact on his profession and his life?
«If tomorrow I were not in this role, over time it would fade away and someone would take my place»
A Turning Point for F1
Drive to Survive premiered on Netflix in March 2019, and it narrated what happened in the previous season, but from a more Hollywood-esque perspective. Personal stories mixed with competition and, also, some forced disputes to add drama to the series.
Many Formula 1 fans —even drivers— did not like that artificial approach, but the truth is that for the championship it was a total success, as it generated an unusual interest in the races from people who had previously ignored them, especially in the United States.
Daniel Ricciardo, Toto Wolff, Christian Horner, or Günther Steiner became celebrities, while Formula 1 reached places like Miami and Las Vegas. And, in the seventh season, Carlos Sainz's departure from Ferrari, his negotiations with Williams and Alpine, and finally, his signing with the British team, became one of the central themes.
Vowles and His Growing Popularity
James Vowles has talked about a matter that has made him grow in popularity, especially on social media and also in day-to-day life.
The Brit states that he is not in Formula 1 and at Williams «because I want to be a celebrity. I did it because I love the challenge and I love the work. I love the sport. It is the only sport… it is the only job I have really known, in the grand scheme of things».
Vowles is very clear that the impact that Drive to Survive has had «is very good for Williams. This aspect is very good for the sport. Netflix, frankly, has been an absolute turning point, and the F1 movie [F1 The Movie] is just a continuation of that.
A Fleeting Celebrity
James Vowles also points out that his growing popularity is fleeting, and that it will fade if he stops being a protagonist in the series or leaves the direction of Williams.
«I am not a true celebrity. If tomorrow I were not in this role, over time it would fade away and someone would take my place, and I think the world would be much better for it. So, it is different from the fame that is obtained in other ways. It has not changed me. It has not changed what I do as a result of things».
«You are recognized more on the street or in other places», adds James Vowles. «But, in reality, all the interactions I have had, maybe this will change, are just people who are happy that we are on the way back. So it is not about people criticizing the direction we are taking. It is about people supporting where we are going».
Probably, James Vowles's popularity will also be linked to the sporting growth of Williams, which aims to become one of the leading teams in a couple of years. For now, its growth in 2025 ensures it will have a relevant role again in the eighth season that will premiere during the first quarter of 2026.
Fuente: Motorsport.comFotos: Williams Racing
