Formula E Mahindra Racing Sponsorship strategy process

Formula E: Mahindra Racing signs strategic partnership with Pininfarina and Tech Mahindra

By Taruka Srivastav | January 24, 2018

Formula E team Mahindra Racing has entered into a strategic partnership with Pininfarina and Tech Mahindra.

As part of the partnership, Mahindra Racing will leverage Pininfarina’s design expertise and Tech Mahindra’s digital technology. Pininfarina will further sponsor Mahindra Racing, the only Indian team to compete in the ABB FIA Formula E Championship.

The partnership will help Mahindra with its ‘Race to Road’ strategy that involves the application of learnings from the race track into the development of new electric road vehicles, in due course. Mahindra Racing will also have access to Pininfarina’s testing facilities in Italy which will help the team enhance the aerodynamic efficiency of its race car.

Ruzbeh Irani, president (Group Communications & Ethics) and chief brand officer, Mahindra Group, said: “Combining their design, technology and digital skills will significantly augment Mahindra Racing’s existing capabilities and raise the bar as far as our performance is concerned.

“This strategic partnership is also aligned to Mahindra’s vision of FUTURise, a creative expression of how we are driving growth through world class innovation in all our businesses.”

Silvio Pietro Angori, CEO, Pininfarina added: “This partnership enhances Pininfarina’s passion for racing and exceptional, environmentally responsible automotive performance. We also have developed a profound know how in aerodynamics: our cars have been said to be designed by the wind.”

Formula E Mahindra Racing Sponsorship strategy process