Hannah Evans: "I fell in love with the culture before I fell in love with the racing"
Hannah is the Club & Community Engagement Specialist at Ford Racing, where she leads engagement across their global network of enthusiast clubs. Her role focuses on building relationships with fans, growing communities, and creating programmes that strengthen brand loyalty. With a background in STEM and a passion for motorsport, she develops strategies that connect Ford Racing enthusiasts more closely with the brand and the sport.
"My role is focused on working with our existing owners and enthusiasts while also bringing new fans into the Ford Racing community,” Hannah tells Females in Motorsport.
"One of the most rewarding parts of the job has been discovering the off-road space. I wasn't very familiar with it before joining Ford Racing, and it's opened my eyes to a completely different side of motorsport.
"Not coming from a traditional enthusiast background has actually been an advantage. It allows me to step back and consider how someone new to Ford Racing might discover and experience the brand, and how we can create more accessible pathways for the next generation of enthusiasts.
"It's been a great experience because I've been able to look at Ford Racing through the eyes of both enthusiasts and newcomers, helping us create a more welcoming community for everyone."
Alongside fan engagement, Hannah also helps build awareness of Ford Racing within the Ford Motor Company. Through a pilot employee support programme, staff from different departments are given the opportunity to work at race events, interact with fans, and experience motorsport firsthand. The initiative helps employees connect with the brand while strengthening engagement with Ford Racing across the company.
"I always try to be fully transparent,” she says. “Some of the most rewarding conversations have come from simply saying, 'I work for Ford Racing, but I don't know much about this yet. Can you tell me more?'
"Being willing to admit what you don't know has helped me build stronger and more authentic relationships within the community.
"One principle I try to follow is to always be more interested than interesting. When I'm dealing with imposter syndrome or don't feel fully confident, I focus on asking questions. There's always something you can connect with.
"At the end of the day, whether it's an owner, a driver, or a fan, there's a person behind that. If you look for the common thread, you'll find a connection."
Hannah's journey into motorsport was a little different from most. Before she fell in love with the racing itself, she fell in love with the culture, the people, and the sense of community that surrounds the sport.
"My role isn't really about the racing itself. It's about understanding the people who watch it so we can do a better job of building exposure and bringing more fans into the sport.
"I'm doing my job well if more people feel like they have a reason to be a Ford Racing enthusiast, and if the brand feels inviting to them. I want to do everything I can to make Ford Racing the most welcoming brand in motorsport.
"If I was going to work for Ford Motor Company, I knew I wanted to work with the customers and the cars.’
Having been with Ford Motor Company for four years, and Ford Racing for one of those, Hannah has already been part of countless memorable moments.
"For me, one of the most memorable weekends was Ford's Raptor Rally,” she says. “It's not just Ford bringing the vehicles, engineers, and equipment. We're providing a platform for people to connect with one another. Community ended up being the biggest driver of value at Raptor Rally. Nearly everyone told us that the connections they made were the reason they owned their vehicle or attended the event.
"It was really rewarding to see clubs from across the country come together in Arizona and continue supporting each other long after the event ended. At the end of the day, the people who own these vehicles find the most value in the community and the time they spend behind the wheel with others who share that passion.
"The journey became part of the experience. We created the 'Road to Raptor Rally' challenge to celebrate the drive to the event, because that's where many of these connections are formed.
"It's not just Ford bringing the vehicles, engineers, and equipment. We're providing a platform for people to connect with one another."
Curiosity, a willingness to learn, and the ability to connect with people can open doors you never expected. From building fan communities to creating experiences that bring people closer to Ford Racing, Hannah continues to show that meaningful impact often starts with simply getting involved and being willing to learn along the way.
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It’s really refreshing to read about someone taking an unconventional path into motorsport. Hannah’s point about using an outside perspective to make the sport more accessible makes complete sense, and her approach to overcoming imposter syndrome by simply asking questions and being open is so relatable. It’s similar to when you're figuring out how to write a personal statement for university the focus should be on authentic curiosity and showing a genuine willingness to learn rather than trying to pretend you already know everything. It makes you wonder how many other industries could benefit from bringing in people who fall in love with the surrounding culture first rather than traditional insider backgrounds.
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