Malcolm Wilson: “2 or 3 years before we return to the situation before the pandemic”

You were a driver at different times, then boss of your team. For all these years, haven't you found that the media coverage of WRC continues to decline?

We have to be realistic. It was never again like the Group B period. It was a remarkable era from that point of view. We just have to accept that it was an incredible moment. What has also changed a lot for media is the advancement of technology.

Could you explain why?

In the Gr. B era, rallying was already competing with other sports, but there wasn't as much. Today, our discipline is facing even stronger competition, because these competitions have also benefited from these new technologies and are exciting to follow. Is this the only reason? I don't know.

Have you noticed that, at WRC events, there are practically no non-specialist media anymore? If I take the case of France, the AFP no longer sends anyone, the main radio stations are absent, just like the major dailies. Do you share this observation?

I completely agree. There was a time when, during the RAC, all the English daily newspapers followed the event. Today, there is not a single one left! The coverage is much less than it once was.

Do you think that rallies are less dreamy than before?

(Long hesitation) Yes, undoubtedly. However, it seems to me that the competition that I spoke of a few minutes ago mainly serves the rally. Football is an example of a sport that has become much sexier, more lucrative and attracts much more money than 35 years ago. Rugby or F1 are also in this case. Is it just a question of means? Why doesn't this concern us? Sorry I do not know.

Has the “adventure” aspect disappeared from the sleeves and with it the appeal of the media?

Perhaps, but on the other hand, rallies could not have survived if they had continued on the same model. From an environmental point of view, we would have been crucified more than 10 years ago! Carrying out assistance after each special stage on the side of the roads, it was not possible to continue in this way. It had to change, but it’s true that we all loved this adventure side where mechanics played an important role. Today, the pressure is on and you can no longer afford to have reliability issues.

Since the appearance of the new WRCs in 2017, the championship has perhaps never been so competitive. Yet this does not translate into more media coverage. On the contrary !

You are right. All the ingredients are there with a very close battle, sexy cars, very fast, spectacular… and pfff… How to make it more popular? If I knew that... It is also true that, a few years ago, the manufacturers invited journalists to the tests. I even saw some of your English colleagues traveling at the expense of the New Zealand organizers, for example. These are things that no longer exist.

Do you think the WRC lacks heroes?

Les rallyes manquent en effet de pilotes charismatiques. Cependant, si vous vous placez du point de vue d’un team, et M-Sport est un bon exemple, nous ne pourrions plus avoir dans nos rangs un garçon comme Colin McRae. Quand nous représentions un constructeur, c’était possible, car pour faire le championnat, les sommes importaient peu. Aujourd’hui, nous travaillons tous avec un budget défini. Dans ce cadre, les accidents coûtent trop cher et la meilleure démonstration est ce qui s’est produit entre Kris Meeke et Citroën (après une série d’accidents, Citroën avait décidé de se séparer de Kris Meeke au terme de la 6e manche de la saison 2018. Ndlr). Il arrive juste un moment où vous ne pouvez pas faire autrement que de dire stop.

Conversely, the rally has never been broadcast so much live on the Internet. Do you like this as a device?

I find this fantastic. I think it’s one of the promoter’s great achievements and it’s an excellent thing for our sport in recent years. I take my hat off to him for having managed to put this in place and I can imagine the investment that it must have represented.

However, is this the best solution to increase the number of people interested in the rally and ultimately bring back the media?

The challenge is indeed to succeed in reaching people who are not initially passionate about our discipline. The challenge is great... and honestly I have no idea how we could achieve it.

Should we change the format of the tests to make them more dynamic? Is 3 days too long?

I wouldn't be against it if we went from 3 to 2 days. I don't think there is a need for these 3 days since the endurance aspect has disappeared in favor of performance anyway.

Do you think the arrival of the hybrid can help with this?

Before the coronavirus appeared, I thought this would favor the WRC. Now I don't know. Everyone will suffer the consequences of this crisis. The automotive sector will be impacted and in particular research departments on themes such as hybrid or electric. Personally, I have the feeling that it will take 2 or 3 years before we return to the situation we knew before the pandemic. I am, however, a supporter of this technology. The WRC must take this path. If we don't, we are dead.