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90 Seconds with Darren Cox

Darren was a pioneer at Nissan. He devised the ground-breaking GT Academy programme and made it a reality in collaboration with Sony Computer Entertainment Europe and has been the driving force behind its success for the last 6 years.


Darren has also spearheaded Nissan’s involvement with other innovations such as the outrageous Juke-R and managed the successful Nissan programmes in international GT and sports car racing. He started to globalise the Nismo Brand and managed it’s road car expansion around the world. 


Darren now leads IDEAS+CARS, an un-agency, a group of passionate, professional collaborators that have delivered exceptional IDEAS in the CAR world over many years for many people.

What would you be if not a racing driver?


Running my own company working on really interesting Automotive and Gaming projects for some of the worlds most forward thinking Brands. Oh hang on - thats what I am doing. 


Do you have any pre-race superstitions?


Be amazed that someone has let me drive their race car. Pretend to look intense. 


What is your favourite racing circuit?


Cadwell Park to drive.


Le Mans for it’s history and the buzz for one week of the year.


Nurburgring to spectate and party. 


And Silverstone for the memories of GT Academy and race results - and the surrounding cheap hotels. 


Who do you admire the most?


Anyone that is successful due to their own efforts in life. People that have faced huge personal struggle and come through the other side. 


Favourite food?


Too much of everything. Curry. And a good steak. Rare. Fondue. Bacon Sandwich. Enough? 


Which other series would you like to race in?


That historic Touring Car thing. In a Laguna. At the Silverstone Classic. 


Ginetta Supercup AM class (just in case LT is reading this). 


What road car do you drive?


My proper new car is on order. I’m paying for it so won’t mention the Brand. I also have a Westfield, Mini (proper one not a BMW half series) and Datsun in various states of rebuild scattered across Motorsport valley. 


Most memorable racing moment?


Driving - either ‘nearly’ winning a Rallycross A Final at Nutts Corner or my recent 24 hours win at Silverstone (surprised it’s taken me that long to mention it!). 


Not driving - Being the boss of a Motorsport Brand that won nearly everything we entered in 2015 (apart from the obvious but including the Bathurst 12 hours) with a group of people, attitude and fan focused approach that was built over a 10 year period . Unbelievable Jeff.


Do you have any tattoo's, if so what and where (be honest!)?


None myself, but I have access to some. 

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