In the eyes of the gearhead, few things are as uncool as electric vehicles, in theory. When the technology is applied to things like the LaFerrari, maybe we can get on board, but a boring little commuter car with an electric motor is hardly sexy. With governments pushing to electrify the auto market, carmakers have no choice but to comply — they have, however, been struggling for years to talk the consumers into getting on board. Their latest investment is to use auto racing to sell the idea of EV cars to the consumers.

Formula E, which is a class of open-wheel battery powered cars, held its first NYC race in July. An all-electric Global Rallycross series will follow in 2018-2019, dubbed e-GRC.

These kinds of races lend an opportunity for automakers to reinvent their image on the electric market, and get in front of EV ney-sayers. Michael Andretti, son of the legendary Mario, and IndyCar champ, thinks this is the future of racing, and that EV is coming whether we like it not.

Auto manufacturers are getting involved and developing their own vehicles to compete in electric races. Alternatively, the sponsors and hosts of these races are hoping that public interest in the races themselves will increase with manufacturer’s getting involved.