Shell celebrated the renewal of its Innovation Partnership with Formula One team Scuderia Ferrari through a PR campaign and a retrospective online video called ‘A New Chapter’.
Posted on 18 February, the film charts the course of the Shell/Ferrari alliance starting back in 1929 and running through their 665 races and 182 wins with 12 driver and 10 constructor titles. It flags many of their most famous joint triumphs: beginning with their first World Championship with Mike Hawthorne in 1958, through victories with John Surtees, Kimi Raikkonen and Michael Schumacher overlaid with a shared vision based around a commitment to success, sustainability and innovation.
According to the campaign and its accompanying PR, the next exciting chapter in the partnership will see Scuderia Ferrari and Shell continue to aim for success on and off the track through product development and sustainability solutions supporting the reduction of the team’s carbon footprint. An objective linked to the auto industry in general and to Formula One’s first-ever sustainability strategy in particular – one which has the goal of having a net-zero carbon footprint by 2030.
The partnership will energy giant work with the F1 team on the car’s V6 turbo-hybrid power unit, on future fuels, lubricants and synthetic liquids which will be tested on the track before transferring to the road to ensure better products for Shell’s global customers.
Shell’s Global EVP For Mobility István Kapitány said: “Our partnership with Ferrari has bred truly remarkable innovations – innovations that Shell regularly relies upon when developing new fuels and lubricants for our customers. We’re now entering a very exciting time in our history together as we leverage this partnership to not only strive for success on the track, but also to develop cleaner fuels and lubricants for our customers.”
Scuderia Ferrari Team Principal Mattia Binotto added: “The relationship between Scuderia Ferrari and Shell dates back to 1929, the year our team was founded. In that time, we have produced so many victories together. We are delighted therefore that our collaboration is now set to go on even longer. We share many common values, not least excellence, passion for racing and teamwork, which have made this partnership unique in the history of motor sport. As our Innovation Partner we will continue to work with Shell on the transfer of racing technology to mobility as well as the ambitious challenges that lie ahead in particular the aim of Formula 1 to reach a net-zero emissions level by 2030.”
Comment
The historic relationship between Shell and Scuderia Ferrari, which is now more than 90-years-old, is one of the longest-running partnerships not only in F1 but in all of sport.
The campaign is keen to promote the idea that Shell’s long-time investment in Formula One has always had one main purpose: to develop better fuels and lubricants for customers around the world.
It backs this up by highlighting some of the products which have transferred from track to road such as Shell V-Power, Shell Helix Ultra and Shell’s DYNAFLEX Technology.
This February activation follows on from January 2021’s film high-octane Shell ‘The Greatest Motorsport Partnership Ever’ social spot promoting its V-Power fuel brand.
Links:
Shell
https://www.makethefuture.shell/
Scuderia Ferrari
https://www.ferrari.com/en-GB/formula1
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