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M&M partners Buddh Intl Circuit to boost motor sports

M&M partners Buddh Intl Circuit to boost motor sports

Author | Shree Lahiri | Tuesday, Sep 06,2011 10:14 AM

M&M partners Buddh Intl Circuit to boost motor sports

Mahindra & Mahindra has announced its association with Buddh International Circuit (BIC) to provide official intervention vehicles for all motorsports at the circuit, including Formula1 racing in India.

This association with motorsports aptly demonstrates the tough and rugged DNA of Scorpio, and also to create a stronger connect with enthusiasts. They will provide 25 Scorpios as the official intervention and support vehicles to BIC over the next 5 years for various other motor events. The fleet of vehicles will include 10 Scorpio VLX 4x4 and 15 Scorpio Getaway 4x4. In turn, BIC will supports the popular Mahindra ‘Adventure Initiatives’ throughout the year.

Vivek Nayer, Senior Vice President, Marketing and Automotive Division, Mahindra & Mahindra said, “We are really proud to be associated with the world-class Buddh International Circuit fro Formula 1 Indian Grand Prix.” He went on to say, “This will change the map of motor sports in India.” Ushering in this high profile motor sports into the country, he exclaimed, “ We are witnessing history here.”

On why Scorpio is the right partner for BIC, he said, “It’s a brand, an icon, a way of life that India loves. Since the launch in 2002, till 2011, it’s popular and even now there’s a waiting list! It had registered growth of 35 % last year.” He highlighted that “the Scorpio, which is a pioneer in many ways, is a Harvard case study.”

He pointed out, “Adventure is in our DNA, which is what makes Mahindra the brand tough.” He added, “Promoting motorsports through our ‘Adventure Initiatives’ is at the core of our brand, and this association with BIC is further testimony to this fact. Our endeavour has always been to establish a stronger connect with auto-enthusiasts and customers looking for fun and adventure.”
And they are building on this connect. He said, “Besides we have 2 million fans on Facebook, and… we have a 6 lakh strong community on Facebook. All are passionate fans, passionate about adventure, and we inform them, give updates.”

Sameer Gaur, MD and CEO, Jaypee Sports International Limited said, “We are happy to have tied up with Mahindra & Mahindra for getting intervention vehicles that will be used during all motor sports at the Buddh International Circuit including the Formula 1 races over the next 5 years. M & M is known for its robust and reliable engineering and we’re sure their vehicles will provide excellent service at our track.”

Vivek Nayar concluded, “As Indians, each Indian can be proud of putting Indian on the map.
Keeping to the adventure theme that the company has in its DNA, it had introduced Mahindra Adventure Initiative, which is a unique concept to showcase the off-roading capabilities of Mahindra vehicles, and functions as an umbrella brand with a series of adventure and motor sports events organized under its banner. Mahindra Adventure Initiative will unleash a series of events throughout the year like – the Great Escape, Challenges, Multi-Day escapes, and Support Initiatives like Save the Yak.

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