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Mercedes EQ and Formula E Team Up for Select Races

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【Summary】Four different upcoming Formula E races will be sponsored by the electrified, Mercedes EQ brand.

Mia Bevacqua    Apr 14, 2018 3:00 PM PT
Mercedes EQ and Formula E Team Up for Select Races
author: Mia Bevacqua   

Mercedes EQ and Formula E are the perfect pair – both are devoted to the advancement of electrified vehicles. EQ is the Mercedes product brand for electric mobility, and Formula E is an all-electric racing series. For the 2017/18 ABB FIA Formula E Championship, the two will partner together at select races. 

Mercedes EQ and Formula E make racing history 

The collaboration will begin at the inaugural race in Rome on April 14. After that, the EQ brand will sponsor four races in Rome, Paris, Berlin and Zurich. Two of these races – those in Rome and Zurich – are especially significant. The EQ brand will put it's name on the first-ever CBMM Niobium Rome E-Prix. Likewise, it sponsor the first circuit racing event in Switzerland in over six decades – the Baer Zurich E-Prix. 

Executives at both Formula E and Mercedes EQ are excited about the venture. 

Alejandro Agag, Founder & CEO 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 mind-set 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 Marketing Mercedes-Benz Cars, said: "Formula E is an agile and inspiring platform for us to present our new EQ brand to a young and technically affluent 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."

About Mercedes EQ and Formula E

EQ stands for electrified intelligence. The brand will showcase all future electric cars, products and services from Mercedes-Benz. The automaker plans to roll out 10 electric vehicles by 2022 under the EQ marque. An electric S-Class sedan, called the EQS, is currently under development. 

Formula E was first introduced in 2014 as a completely electrified alternative to Formula 1 racing. The series is the first of its kind in all of motorsports. This year's ABB FIA Formula E Championship will see 10 teams and 20 drivers compete in 10 cities throughout five continents.


Sources: Formula E

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