Does F1 need a Usain Bolt character?

When Formula 1 boss Bernie Ecclestone said German drivers Nico Rosberg and Sebastian Vettel are "not so good for my business" because they supposedly do not do enough to promote F1, it raised two interesting questions.

Is it in an F1 driver's job description to raise the profile of motorsport? If so, what makes the ideal character to do just that?

Vettel argues it is not his responsibility: "I am looking after myself and trying to do the best job for myself and the team. That is the highest priority. It's what I'm here to do."

And up to a point, he is right. He is paid to be a racing driver and win world titles. It's technically the job of F1's chiefs and the individual race promoters to 'promote' it.

But conversely, you could say drivers have a responsibility to ensure the sport that pays their bills thrives, especially if they want to continue making a healthy living out of it.

Ecclestone singled out Rosberg and Vettel for criticism © XPB

So what - or who - would be the perfect driver to promote F1? Ecclestone thinks it is Lewis Hamilton, a man who puts himself out there.

"I still believe Lewis is the best champion that we have had in a long, long time," said Ecclestone. "He manages to get to all different walks of life: red carpet, fashion business, and music - you name it.

"When it comes to F1, I am a huge Lewis fan because he is a super promoter of the sport."

When Hamilton's not in a car, he's still in the public eye. You'll likely find him attending a Hollywood party, perched on a TV chat show host's sofa or laying down tracks in the music studio.

Hamilton is not only building his brand - and there's no doubt there's a bit of self-interest in doing so - but putting F1 on the agenda.

Popularity is important to him, too. When he finished runner-up in BBC Sport's Personality of the Year in 2007 and '08, he was hurt.

Then seeing him clutching the trophy after his third nomination in 2014, his eyes welling up, showed how much having the public's respect means to him.

Vettel isn't like that. He prefers to steer clear of being in the public eye and talking about his private life, instead remaining largely anonymous when away from the circuit.

Hamilton climbs the fence to meet fans after his Montreal win © LAT

Character is clearly crucial. Take Jamaican sprinter Usain Bolt. He is box office. You could go as far to say that he is single-handedly keeping interest in track and field alive.

Minutes before the start of a 100-metre race, when rivals are "getting in the zone", Bolt is messing around, playing up to the cameras and striking that pose. Then he gets down onto his blocks and wins. F1 doesn't quite have the equivalent.

Rosberg, in contrast, is quite reserved and while he holidays in Ibiza, you'll find him on the quiet rather than party side of the island. However, he insists he still loves F1 and tries to help.

"I'm a bit more reserved in that sense," he said. "I care for the sport, I do think about it, and I try and give a lot back to it in my own way. You can never do enough for what the fans give us, none of us can do enough, to give back, to thank them."

His commitment to F1 is as strong as any driver at the front of the grid, but he has come up against not just a very strong team-mate but also a very strong brand in Hamilton. It's difficult for him to assert himself as a result.

Combined with a fall of interest in F1 in Germany, well down on the days when Michael Schumacher was in his prime, and Rosberg is fighting an uphill struggle.

Talent is important but not enough on its own. Hamilton, Fernando Alonso and Kimi Raikkonen have talent in buckets and are hugely popular. Vettel, Rosberg and Daniel Ricciardo have huge ability, too, but they don't command the same amount of public attention.

The likeable Ricciardo isn't getting huge public recognition © XPB

Ricciardo is everything people should like. He's amusing, always smiling, a nice guy and seriously quick. And yet, he is taking time to build a following.

Raikkonen and his brand of anti-charisma, meanwhile, couldn't be more different to Ricciardo but he's an icon. When he criticised his Lotus team over the radio with Abu Dhabi 2012's famous "Leave me alone, I know what I'm doing" message, people loved it and the phrase is emblazoned on T-shirts. If Vettel or Hamilton did the same thing, they would be panned.

Unlike Hamilton, Raikkonen does not search out attention, but he has the benefit of being different from his rivals and in a world in which there are fewer 'characters', the Finn stands out.

First impressions count, too. Juan Pablo Montoya made a name for himself in only his third race with a ballsy move on Michael Schumacher in Brazil. He, too, lacked consistency but was exciting to watch and had the personality to match.

In the early days of Hamilton's F1 career, people struggled to warm to him as he lacked a degree of humility. After crashing into Raikkonen in the pitlane during the 2008 Canadian Grand Prix, having failed to see the red light, Hamilton refused to admit he had made a mistake.

Had he just said it was an embarrassing error and laughed it off he would have come across more favourably. But that was seven years ago and with time comes maturity and experience.

Montoya's willingness to take on Schumacher endeared him to fans © LAT

Hamilton is very much more of his own man now and that is evident in the way he handles himself in public.

Behind the scenes, too, he is constantly in touch with Mercedes HQ, with emails going back and forth between him and his engineers at all times of the day. He may have a busy off-track life, but it is evident he is not letting up in his pursuit to be the best in his day job.

Equally, Vettel has changed, too. Notoriously guarded about his private life, the German has previously described himself as a normal guy - almost boring. But in recent years, as he has grown into F1, he has opened up. Now it's not uncommon to see him cracking jokes in press conferences, his wit keeping interviewers on their toes.

He has begun speaking his mind more and is not afraid to voice his opinions. A man whose profile was hit hard by the 'multi 21' scandal and trademark one-finger salute is becoming more endearing by the race.

His move to Ferrari has helped - with Alonso and Schumacher experiencing a similar effect when they joined the Scuderia - and he seemingly has a new lease of life.

So perhaps it takes time to be a good promoter.

There is no doubt F1 needs more drivers who are "good for business" but while it will be beneficial for themselves in terms of their legacy and financial stability for life after F1, it should not really be their responsibility, more a choice.

As for the ideal F1 promoter, clearly, there's no magic formula, but a driver who is talented, honest, experienced and unique can't go far wrong - and then it is down to the public to decide.