Formula E is becoming more and more popular each season. Although Formula E is not quite on par with Formula One, it will soon be catching up. BMW i is currently the Official Vehicle Partner of Formula E and since the beginning of the 2014/2015 season, it’s been the i8 Safety Car that has come as the lead car on the track over and over again. And now, with BMW having teamed up with Andretti, we are certain to be hearing much more of them in Formula E.
Senior Vice President Brand BMW, Hildegard Wortman, believes that it’s important to have a brand fit and this is what characterizes the motor racing strategy. A strong brand gives fans something to connect with, and this is something which should prove fruitful with the recent partnership. She says, “We will extend the existing target groups and will – for instance – become even more visible for urban and your customers, as with our Formula E commitment. Overall we are very well positioned with this strategy in motorsport and are represented by the most important marks worldwide.”
The BMW/Andretti partnership is set to run for two seasons, to begin with, and will include the sharing of resources and cooperation at engineer level also. They will also be using BMW Motorsport works driver Antonio Felix da Costa (PT) as their driver for the upcoming seasons who has already featured in first place with BMW previously, so is no stranger to success and will hopefully drive the team further forward.
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