Hyundai Shell World Rally Team

Background

When Hyundai decided to enter the World Rally Championship (WRC), it approached Shell as a potential sponsor and technical partner. As one of the world’s most successful car manufacturers, Hyundai was already a very important customer for Shell, with the 2 companies enjoying a global aftermarket partnership involving the development and supply of lubricants.

The title sponsorship made perfect sense, with Hyundai Motorsport receiving specialist lubricants, technical expertise and funding for the rally team, whilst providing Shell with a strong marketing platform for its Shell Helix motor oils along with support to increase business with Hyundai dealers and customers around the world.

Execution

  • Regular senior management engagement between both companies
  • Highly visible Shell branding on cars and team uniforms
  • Dedicated Shell VIP guest programme at every rally
  • Hyundai Shell WRC Show cars for customer events
  • Shell marketing programmes for Hyundai dealers
  • Customer driving experience
  • Shell sales displays in Hyundai car showrooms
  • Strongly featured within Hyundai marketing communication