A manufacturer can no longer afford to simply communicate on television or radio. In 2021, it is essential to be also present on digital channels, and thus diversify its vectors of information transmission and reach other targets. Social networks, events, contests are part of the habits of brands, which also call on what are called ambassadors. : media personalities, often adulated, who will also represent the manufacturer at public events. We took a short tour of the headliners of the various automotive players in Europe, and, to say the least, the car loves sport!
The German brand recently offered the services of Ken Block, who had worked for Ford for a long time. You can be sure that the amount on the check to afford the American’s services must have been substantial!
BMW is represented by French biathlon champion Martin Fourcade, and actor Fred Testot, to name a few. Let’s not forget ex pilot Ari Vatanen either., which still participates in events dedicated to the Bavarian brand. The Bavarian brand is also a partner and sponsor of various golf tournaments, on the pro and amateur circuit, but also in the world of sailing.
Cupra: all azimuths
Official sponsor of FC Barcelona, after the departure of Audi, a little sorry to have noticed that the players of the Spanish club did not use the cars loaned by the brand, while that was part of the contract !, Cupra is represented by Renaud Lavillenie (pole vault), Florent Manaudou (swimming) or Mathilde Gros (track cycling).
DS: Flag bearer
The most prestigious sponsorship in the French automotive world, since President Emmanuel Macron uses (or rather has himself driven) a DS 7 Crossback during certain official performances. He had however started his mandate with a nomination in Renault Espace, but the Head of State and his official services finally trusted PSA.
Fiat : blockbuster
Between Georges Clooney and P. Diddy in the past, Leonardo DiCaprio for the electric 500 and Chuck Norris for Fiat Professional, the Italian brand loves America. However, the Italian manufacturer has no official Italian ambassador.
Ford: Olympic form
it is a heavyweight in the literal sense that has given its image to Ford for some time now: the multiple world and Olympic champion in judo, Teddy Riner, who willingly exhibits himself in television commercials, especially for the Fiesta.
Kia : Rafa’s touch
Mercedes: top of the basket
One of the greatest sportsmen of all time has been intimately linked to Mercedes for a long time. Roger Federer, via the Swiss subsidiary of the German group, perfectly represents the luxury and class of the most upscale models to the star. CLS, GLS, Class G, CLK 63 AMG Black Series, AMG GT, SL, Class S and more recently EQC, Roger Federer has globally taken the wheel of almost all of the most prestigious Mercedes outings.
Nissan: the Hazard does things right
More football for the Japanese who teamed up with Eden Hazard, Real Madrid player. And do not believe that he arrives at the wheel of a GT-R: the Belgian has instead chosen a Leaf.
Opel: we can say that Peugeot’s cousin to the “blitz” had a hollow nose in choosing its ambassador, who is none other than Jürgen Klopp, the coach of the Liverpool club. This is currently a real hit in football. Hopefully the same success for the new Mokka, already adopted by the British club’s playmaker.
Peugeot: Roland, my love
The Stellantis subsidiary claims its long love affair with Roland Garros (you certainly remember the eponymous special series, available on many models). It is therefore quite logical that Peugeot has approached the cream of the yellow ball: Novak Djokovic has been the lion’s ambassador for 7 years already. Let us not forget, either, the partnership between Peugeot and Miss France, who each year win a car in the catalog for their professional and private trips.
Porsche: German knife
the selection of ambassadors is or has been to say the least eclectic at Porsche, which again sailed between the world of tennis (Maria Sharapova), cinema (Patrick Dempsey) and car racing with Jörg Bergmeister, at the origin of a good time on the Nürburgring at the wheel of the all new Cayman 718 GT4 RS.
Renault : Tony P
The diamond recently signed the return of Thierry Henry, decidedly on all fronts for his retirement from sports, in addition to being a commentator at Amazon Prime. He advertised the Mégane 4 RS or even Arkana. Renault can boast of having had another prestigious French sportsman in the person of Tony Parker… in Koleos. It’s obviously less glamorous.
Skoda: in badger mode
How to talk about Skoda without talking about cycling? The Czech brand produced bicycles before making cars, and it was only natural that it became the official sponsor of ASO, the organizer of the Tour de France. And among its ambassadors, we find former Tour winners: Stephen Roche, but also Bernard Hinault.
Volkswagen: FFF
the French football team could have been sponsored by Peugeot, Citroën or Renault… But it is a German brand that has finally taken this market, with players now transported during official matches in ID.3 and ID.4. Former player Bixente Lizarazu is one of VW’s official ambassadors in France. It should also be remembered that the manufacturer was an official sponsor of Euro 2021 football.
Volvo: tricolor scarf
Sweden has opted for a female figure, which is definitely very rare in our list. Former Miss France Elodie Gossuin has been Volvo’s ambassador since the beginning of the year. She obviously makes the safety and that of her children a priority: this is good, Volvo is probably the manufacturer most concerned by the protection of occupants. Recall that the Swede had promised “zero death” on board the new models released after 2020.
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