RON DENNIS said yesterday that he believes Formula One teams need to reinvent themselves if they are to survive in the current multimedia world and attract a wider fan base.

McLaren Group chairman and CEO Dennis is pressing ahead with his own team’s plans to be at the forefront of any change and to adapt to the demands being placed upon it.

With F1 audiences declining, both watching at home on television and at some circuits, Dennis feels McLaren has to take the initiative rather than sit and wait for instructions.

“I think Formula One teams need to reinvent themselves,” said Dennis.

“You can’t wait for other people to do it, so we’re doing it our way and hopefully we can constructively contribute to the future of Formula One because we have to change.

“The model we have is the model we’ve evolved over the years and evolution is not always a good way to move forward.

“So we can either embrace change and use it, or ignore it at one’s peril.”