Mahindra in association with Formula E and Gildemeister group, authorised Mahindra distributor in Chile organised a press event in Chile on the onset of Formula E being hosted in Chile on3rd February 2018. Chile is one of the strategic market for Mahindra, since it was the debut of Formula E in Chile we wanted to leverage opportunity to strengthen our brand in Chilean market which would prelude the launch of the Mahindra Pikup and XUV500 –GAT launch in March 2018. A media event with the pilots and Mahindra racing team was conducted at Movicentre, which included engagement activities like Race with the pilots on semi-virtual reality race simulator driving session, Photo opportunity and autographed merchandise by Nick Heiffeld and Felix Rosenquist followed by a demo of the M4Electro by Nick Heidfeld which turned out to be the show stopper. Present at the event were our selected customers, contest winners, media, distributors from Colombia and Peru alongwith IO representative. The event saw a good media turnaround and coverage. 

On the race day, we hosted our Chile dealers at the Race Suite, we had 31 enthusiastic Mahindra dealers along with Gildemeister group cheering Mahindra Racing at the trackside, visited the garage, and showed their support by turning up in Mahindra Racing team kit! It was truly an exhilarating feeling. This activity has garnered good traction on social media with following increasing to over 50% post Formula E. This has definitely worked positive for the brand and supported dealer motivation