Embassy Racing is a West Yorkshire based motor racing outfit competing two WF01 Zytek prototypes in the LMP2 category of the 2008 Le Mans Series and three Triumph Daytona 675's in the British Superbike Supersport and Superstock Series with factory support from Triumph themselves.
It is unique in its commitment to racing both cars and motorbikes under the same brand.
The brainchild of businessman and motorsport enthusiast, Jonathan France, Embassy Racing first appeared as its own distinct motorsport team in 2003, when the brand was established to prepare for a season competing in the 2004 British GT Championship. At this time, the operation was largely bought in and during this initial period, Embassy was little more than a paymaster and front for existing sports car racing engineers, Xero.
Early days
In 2004, the team did indeed compete an N-GT Corvette C5 in the British GT Championship. Driven by Paula Cook and Neil Cunningham the programme did not run smoothly and the car suffered many unfortunate setbacks and as a consequence, racing highlights were limited to one second place.
Having made the decision to bring his operation in-house for the 2005 British GT season, Team Principal Jonathan France was able to take total control of the Embassy proposition and finally stamped his leadership philosophy and management style on motor racing in earnest.
Second year success
Releasing Paula from the team, Jonathan secured the services of “Days of Thunder” ace Ben Collins who joined Neil Cunningham behind the wheel of a Porsche 996 GT3 RSR. Incredibly, in what was effectively his first season in control, Jonathan and the team secured podium after podium, race wins and finished a magnificent season as Championship runners-up.
Brand awareness
Alongside the racing achievements, Embassy quickly became the most identifiable team in the British GT paddock. The team “experience” drew many admirers with its hospitality second to none, high quality marketing and promotional material and the Embassy Girls drawing attention and photo opportunities wherever they roamed.
Taking a conscious business decision to create more than just another race team, Jonathan set about building the Embassy brand. He was committed to delivering as much excitement off the track as on it – and great effort, money and resources were directed to ensuring the fans enjoyed all aspects of the Embassy Racing weekend.
Year off
In early 2006, plans to work with a new manufacturer in British GT faltered and with the joyous arrival of his son William, France senior decided not to rush into a deal, instead taking the opportunity to have a year out to spend time with his family and review his racing ambitions.
The year away was not wasted. As well as enjoying family life, Jonathan had the time and space to consider his racing options. In analysing his successful 2005 season, he came to understand that he now had the contacts and experience required to put a competitive package together in any race series. So why not aim for the top?
LMS
Immediately the decision was taken that if sufficient sponsorship funds could be generated, Embassy would make a return to racing in the ultimate privateer sports car class - competing an LMP2 prototype in the Le Mans Series.
Once the decision was made, work began. The search for an appropriate race car was extensive and involved talks with a number of different manufacturers. Eventually striking a deal with race car engineer and builder Mike Pilbeam, it was decided that the Embassy challenge for 2007 would rest with a Pilbeam MP93 prototype.
Under the guidance of Jonathan, Team Manager Jody Firth was promoted to handle the day to day operations, recruiting skilled and experienced race car mechanics, engineers and technicians as well as supervising all aspects of the car’s build and race series logistics. Making the technical calls is the hugely experienced Alistair Macqueen, formerly with Bentley and fresh from his 2006 role in the JCB Diesel World Landspeed Record attempt.
Driver negotiations as usual were handled directly by Jonathan and Embassy long termer, Neil Cunningham was co-opted along with hugely talented prototype specialist Warren Hughes.
Unfortunately, pre-season testing did not go well and although every effort was made to bring the Pilbeam up to scratch, time constraints meant that a difficult decision had to be made. With virtually hours to go before the start of the season, the Pilbeam was sidelined and a Radical SR9 LMP2 prototype was purchased.
Now the work begins again.
Embassy Moto
As if the LMS drama wasn’t enough, Jonathan took the decision that 2007 would be the ideal time to dip his toe into the world of two wheeled motor racing.
Securing the services of the highly experienced former Superbike rider, Glen Richards, the team will compete in the Superstock Series alongside the 2007 British Superbike calendar.
Machinery will be Yamaha’s R1 and the bikes will be prepared side by side with the race car and although bikes and car will have their own distinct technical personnel, sharing space will allow cross-discipline discussion and exchange of ideas on how to improve things.
New look
The final evolution for 2007 is one of appearance. Although Embassy is determined to deliver an exciting, glamorous and dramatic spectacle for fans of LMS and Superstock racing, the team has undoubtedly matured and requires an image to reflect its emerging status. Gone are the bright red and blue and over designed logo types of 2004 & 2005. In comes a new, understated, self assured and sophisticated identity in black and silver.
Having taken a year out preparing for its launch into the LMS, 2007 will see Embassy build on its strengths from all angles. The team, the car and the driver line-up will be stronger, the “experience” will be enhanced with an updated identity, more sophisticated approach to marketing and a new image better suited to reflect the team’s new advanced positioning.
Through a programme of investment, innovation and determination to succeed on every level, Embassy Racing is back with a vengeance. Bringing a whole new dimension to the LMS and BSB paddock, Embassy will be dynamic, competitive, fresh, interesting and exciting. Look out for us.
