No-nonsense launch shows new Jordan philosophy.

There were no dancing girls (or boys), no razzmatazz and no big promises as Jordan unveiled its assault on the 2001 Formula One championship.

The low-key approach adopted by the Silverstone operation, which launched the EJ11-Honda behind the less-than-glitzy doors of its factory opposite the British GP circuit, is, according to team boss Eddie Jordan, indicative of the philosophy being adopted this year.

Jordan was the first to admit that 2000 had been nothing more than a huge disappointment for all concerned, especially coming off the back of a 1999 campaign that had heralded two race wins and a top three finish in both the team and drivers' standings. Such was the sense of failure within the team last year, no-one wanted the traditional Christmas party - something that Jordan is keen to put right in 2001.

"There has been a change of focus this year," he explained, "The name change - to Benson & Hedges Jordan Honda - is a big change for us, we have learnt from the mistakes of the past, and there's a whole new philosophy to the way we go racing.

"It was very disappointing in 2000 - we had a reasonably quick car, but it was unreliable and, with Ferrari and McLaren in the field, you don't get a second bite at the cherry. While we were solving problems, they were improving further.

"Because of that, we decided to stop the development of EJ10 quite early on, and concentrated on this car, the EJ11. We were able to put more into the research and design programme, and were able to start work on it earlier than ever before.

"The same principal is also reflected in our decision to hold the launch here at Silverstone. In the past, it has taken three days to set the thing up, and that cost us four days with the car. We felt it was particularly important, especially with the season starting earlier this year, to maximise the time we had with the car. Holding the launch here meant that we were able to test yesterday [Monday] and last Saturday, and we will be able to test again tomorrow."

Jordan also took time out to thank the unsung heroes that have helped the team be ready for the early tests with the EJ11, namely the backroom staff, his technical team and the sponsors that found extra in their budgets to help push forward with the development programme.

Even with continuity on the driver front and the addition of a works engine supply from Honda, the normally ebullient Irishman was making no promises about success in 2001. However, he knows as well as anyone that there is little margin for error this time around.

"Our sponsors have been unbelievable," he said, "We asked them to dig a little deeper because of the big demand on R&D, testing and running with the Honda works engine, and they responded. It's not often that you get a chance - and the support - to work with the likes of Honda, and we believe this is our chance.

"If we blow it, it is only our fault."