Luxury car maker Mercedes Benz India will establish a performance driving academy in partnership with JPSI, as it announces its presence at the Indian Formual 1 races to be held at the Buddh International Circuit, Noida, from October 28-30.
Jaypee Sports International, or JPSI, has developed the F1 track. Mercedes Benz has announced a three-pronged strategy in India for its participation in Indian motor sports. Among the major attractions will be the presence of Michael Schumacher and Nico Rosberg during the Indian leg of the Formula One.
As JPSI’s automobile partner, Mercedes cars will be used as safety and monitor cars for all events at the track. Promotional events to popularise motorsports in India through a series of road shows and dealership activation is part of the premium car maker’s strategy.
A statement released here quoted Mercedes Benz managing director and CEO, Peter Honegg, as saying, “Mercedes-Benz is a performance brand and our long association with motorsports is a testimony to this fact. It has been our endeavour to enable more people to experience the performance and dynamism of our cars.” He added, “My earlier experience in China and Southeast Asia shows that once sports like Formula One features in, consumer interest also increases significantly.”
Added Sameer Gaur, managing director and CEO, JPSI Sports, “With Mercedes-Benz, JPSI will play a pivotal role in popularising motorsport in India. Buddh International Circuit will act as a new platform to create a talent pool of next gen motorsports champions of India”.
Debashis Mitra, director, sales and marketing, Mercedes Benz, said "Unique engagements like ‘MTV Date with Speed’ and ‘Pit Stops’ at our dealerships will create further excitement around Mercedes-Benz Motorsport among our young customers and enthusiasts of the brand Mercedes-Benz.”
Mercedes-Benz customers will have exclusive and special access to use the cars on the race track, the auto OEM having lined up a series of events at the race track. The Pit Stops created at all its dealerships will sell tickets for the Indian Grand Prix and merchandise for enthusiasts and collectors. The Mercedes-Benz Speed Date is another activity planned around the third week of October in Mumbai with over 100 Mercedes-Benz and AMG cars taking part.