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Mercedes to promote EQ brand through Formula E

Mercedes EQ, the new product and technology brand for electric mobility of German automotive manufacturer Mercedes-Benz, has agreed a deal to sponsor the European leg of the Formula E electric car-racing series.

The agreement covers the remaining European races of the 2017-18 Formula E season and begins with the inaugural Rome ePrix on April 14. 

Mercedes EQ will serve as the presenting partner of the race. The first-ever Formula E event in the Italian capital will be officially known as the CBMM Niobium Rome E-Prix presented by Mercedes EQ. The company will also sponsor races in Paris, Berlin and Zurich.

Alejandro Agag, founder and chief executive of Formula E, said: “It’s great news to see a name like Mercedes-Benz increase its ties with the series to showcase their new EQ brand ahead of entering Formula E as a competitor in season six. The direction and mindset of road car manufacturers is switching to electric and Formula E is the most relevant platform to develop and promote this change. Companies like Mercedes-Benz pushing for e-mobility again shows the unstoppable nature of the revolution currently taking place in the motor industry.”

Dr. Jens Thiemer, vice-president of marketing for Mercedes-Benz Cars, added: “Formula E is an agile and inspiring platform for us to present our new EQ brand to a young and technically engaged audience. Both the series and our brand stand for the move into a more electrifying future that begins today. Therefore, with our engagement in Formula E, I’m very pleased that we have the opportunity to draw more attention to the technology and product competence we have with our EQ brand.”