Next weekend’s Formula 1 Korean Grand Prix will see two of the four teams powered by the Renault V8 engine feature a logo that is virtually unknown outside of South Korea, that of the Renault Group’s Korean brand, Renault Samsung Motors.
The logo will be displayed on the cars and driver race suits of teams Lotus and Caterham. This switch is for the Korean GP weekend only, and regular Renault branding will return to the cars’ livery for the Japanese GP.
“F1 is a global sport, but it is also a perfect opportunity for markets to engage with their local media and clients. Renault Samsung Motors is a strong domestic brand with around 8% of the market share in South Korea, however this opportunity allows it to reach more eyeballs over a weekend and to associate itself with a fast-paced, competitive, high performing sport,” said Renault Sport F1’s marketing director Olivier Gillet.
Renault Samsung Motors (RSM) was created in 2000 when Renault purchased an 80% stake in Samsung Motors. The RSM plant in southern port city Busan employs 4,579 people and has a production capacity of 300,000 units a year, producing cars like the SM3, SM5 and SM7 sedans, as well as the QM5 SUV, all based on Nissan and Renault models. RSM will also be rebadging the Renault Captur small crossover as the QM3.