JCB cuts a dash with new Formula 1 deal
Staffordshire-based JCB, best known for its famous yellow excavators, is setting a dash by entering the fast-paced world of Formula 1.
The company has entered into a partnership with Williams Martini Racing ahead of the 2017 F1 season, which starts next month.
The deal is expected to offer the company immense opportunities to promote its already-successful brand around the world.
As part of the partnership agreement, JCB branding will appear on the chassis and rear wing of this year’s Williams Mercedes FW40 race car.
JCB branding will also feature on drivers Felipe Massa and Lance Stroll’s race suits and helmets, and from the British Grand Prix onwards, all trackside personnel team kit.
Lord Bamford, JCB chairman, said: “I am an engineer and a manufacturer and designing and engineering innovative products is at the core of what JCB does. We frequently combine our engineering expertise with some of the best automotive technologies which means our machines are very fuel efficient and intuitive to operate.
“Our partnership with Williams Martini Racing builds on that innovative and technological link and our company’s long association with motorsport.”
Claire Williams, Deputy Team Principal, Williams Martini Racing, added: “We are delighted to welcome JCB to our family of partners. Engineering and innovation are also at the core of everything we do at Williams, which makes this partnership one of shared values and aspirations.
“As two great British brands, we share a similar drive to continually push boundaries and not rest on our laurels in our desire to be the best. I know this will be a successful partnership for both our brands and I look forward to embarking on this journey with such a prestigious brand as JCB.”
The excavator manufacturer is no stranger to the world of motorsport.
A specially-designed car powered by two of its engines holds the world record for a diesel-powered car.
The current record of 350.092mph was set by the JCB Dieselmax car on the Bonneville Salts Flats in Utah more than a decade ago.
Lord Bamford has said should anyone try and break the record then the Rocester firm stands ready to reclaim the title.
