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India on the tracks of MotoGP, courtesy Mahindra
By siliconindia
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Tuesday, 16 November 2010, 00:48 IST
Mumbai: The 2011 World MotoGP Championship has got a new contender. Indian auto company Mahindra & Mahindra (M&M) is all set to debut in the MotoGP tracks in the next season. M&M will participate in the 125cc category of the event.
Anand Mahindra, Vice-Chairman and Managing Director, Mahindra & Mahindra group said, "This category (125cc MotoGP) is relevant to people in India as bulk of the bikes are in the 110cc and 125cc. The advertising in the recent Football World Cup (for the group's technology arm Mahindra Satyam) made us understand the power of global branding and benefited the group. So this is an interesting sequential chapter to our global branding effort."
Although M&M is pretty new in the two-wheeler market, it has made all the right moves to move to the top. Entering the Indian market by buying Kinetic, acquiring Italian specialist engineering firm Engines Engineering, M&M certainly has huge potentials in the market.
Engines Engineering will play a pivotal role in reaching M&M's MotoGP aspirations as they experience in making racing machines and also specialized components for some of the world`s best known racing teams.
The MotoGP is the world's oldest motorsports event. It was started in the year 1949. The Grand Prix will have 18 races in 14 countries in its 2011 edition. The 2011 tournament will host the 125cc two-stroke class for the last time. In 2012, this class will change to the Moto3 category for four-stroke motorcycles.
Marketing experts opine that M&M's debut in MotoGP will give the company a wide scale platform to exhibit its two-wheeler technology. Not just that, M&M will also gain high brand value and visibility as a result of this participation.