Loudspeaker specialists Bowers & Wilkins is extremely proud to continue their sponsorship of the FAZZT Race
Team at the 2010 Indianapolis 500, one of the world’s most prestigious racing events, and the highlight of the IZOD IndyCar calendar.
In this, the 94th running of the Indianapolis 500, the FAZZT team will field the #77 car at the May 30th event, featuring Bowers & Wilkins livery. The agreement is part of an on-going partnership that started with the Brazilian Sao Paulo Indy 300.
Alex Tagliani, returning to Indianapolis after a successful debut there in 2009, will drive the B&W #77 car. Tagliani was last year’s Indianapolis 500 rookie of the year, starting 33rd and finishing 11th.
Motorsport provides the right profile to increase awareness of the Bowers & Wilkins brand as it expands into new markets such as automotive and new media (iPod dock, headphones etc.)
Demographics tie in well with the desired customer base and it provides a new arena beyond the traditional luxury audio promotional avenues the firm has relied upon.
The two brands share the commitment to uphold quality and performance through innovation, technology, passion and research and therefore are an obvious link. Especially stemming from the Bowers & Wilkins partnership with Jaguar Cars to be the premium sound system provider for their entire line of vehicles. Automotive is becoming another source of brand awareness for the legendary hi-fi loudspeaker manufacturer.
Motorsport is a very harsh environment requiring durable products that offer genuine performance for extended periods of time, which is an area where Bowers & Wilkins believes it can learn from motorsport.
Like the FAZZT race team, Bowers & Wilkins runs a separate Research Establishment. Here, engineers isolated from the commercial constraints of a manufacturing environment, focus on innovation and finding performance gains.
Bowers & Wilkins is already using many materials and technologies found on the IndyCar. Micro Matrix technology – a metal honeycomb structure that is extremely light and stiff was inspired by lightweight performance car structures in the automotive sector.
Rohacell, used for its excellent lightweight/stiffness ratio is also found in both motorsport and Bowers & Wilkins’ products. The passion to extract the best performance from a material has even led to Bowers & Wilkins developing a process believed to be unique, for forming Rohacell purely to meet the precise requirements of the sound engineer.
Kevlar, and its ability to dissipate energy have made the technology widely used; in motorsport it offers impact protection whilst it is also ideally suited as the cones of the firm’s speaker lines such as the 800 Series Diamond.
The yellow composite is a Bowers & Wilkins signature, part of the DNA and is a prominent feature of the Jaguar premium car audio systems.
The 2010 Indianapolis 500 takes place on 30th May 2010.