Wednesday, May 22Serving the aftermarket

Bosch announces sponsorship of Formula E

Bosch has announced it is to sponsor the Formula E championship, as the racing series enters its most pivotal season yet.

The ABB FIA Formula E championship will see a host of changes this year, not least the introduction of new battery technology that means drivers will no longer have to switch cars mid-race. The cars themselves have new aerodynamic packages as the series aims to expand the development of electric vehicle technology. It is for this reason that Bosch has announced its sponsorship.

The partnership with the race series covers a wide-ranging advertising collaboration at the race tracks, online, and on TV. “It’s with great pleasure that we welcome Bosch to the ABB FIA Formula E Championship as our official partner,” says Alejandro Agag, Founder & CEO of Formula E. “Bosch is one of the leading automotive suppliers and a renowned and respected name – and the move into Formula E is definitely a big step. I couldn’t think of a more natural tie-up – with Bosch’s long-standing tradition of competing in motorsport and expertise in electrification, automation and connectivity. In my mind, these pillars are key to the future of urban mobility and together with our complete roster of partners we can collectively help to speed up the switch to electric.”

For Bosch, the partnership with the electric driving championship goes beyond pure sponsorship: as an official partner, the company is close to spectators and close to its customers. All the major automakers are now represented in Formula E. As Bosch joins the race series, moreover, it is continuing its own motor racing tradition: the supplier of technology and services is a long-time DTM partner as well as the source of numerous prototypes and touring vehicles for the World Endurance Championship. By moving into Formula E, the company is rounding out its activities in motor racing. “Bosch electrifies the powertrain – whether on the streets or in motor racing,” Markus Heyn, a member of the board of management of Robert Bosch, comments.

With Formula E, Bosch is focusing on a race series that has a global reach, and that offers an attractive technology and marketing platform. The races are held around the world on city-center circuits. To kick off its fifth racing season on December 15, 2018, 22 electric race cars will floor it in the Saudi Arabian district of Ad Diriyah, and it is there that the Bosch logo will debut on the race track.