When it comes to Formula 1, the flashier you are, gets you a lot of views with the occasional stares. This time, Force India has taken that to heart and launched an all new pink livery for their 2017 Formula 1 car.
The VJM10 will race in pink, magenta and silver which correlates to a tie-up between Sahara Force India with Austrian-headquartered water brand, BWT. This is BWT’s first involvement in Formula One taking advantage of the sport’s global footprint to promote its unique water treatment products, such as the BWT Magnesium Mineralizer.
Dr Vijay Mallya, Team Principal and Managing Director of Sahara Force India: “The arrival of BWT in Formula One is huge news and represents one of the most significant partnerships in our ten year history. It’s a sign of how far we have come as a team with our strong results and completes a solid commercial performance over the winter. For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish. Changing the colour of our cars is an indication of the strength of this new partnership and a real statement of intent from BWT as they begin their relationship with the sport of Formula One.”
BWT CEO Andreas Weißenbacher, on BWT’s decision to sponsor a Formula 1 team, says: “The collaboration with Sahara Force India is an important part of our brand-globalisation strategy and will dynamically increase awareness of our brand around the world. We share with Formula 1 – the premier league of motor sport – the passion we show every day in trying to achieve the best possible standards for our elixir of life, H2O, enabling us to meet the demanding requirements for quality, health, safety and hygiene and drive the development of new technologies.”