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2013-09-30 08:56

LIVERY CHANGE FOR KOREA: Lotus (top) and Caterham vehicles will sport Renault Samsung Motors livery (inset) at the 2013 Korean grand prix. Image: RENAULT

The upcoming 2013 Korean Grand Prix will see two of the four Formula teams powered by a Renault V8 engine, feature a new logo - Renault Samsung Motors.

SM3, SM5, QM5…Any of those models sound familiar? No? That’s because they’re built by Korean manufacturer Renault Samsung Motors (RSM).


The automaker will see its livery displayed on Lotus and Caterham Formula 1 cars at the upcoming 2013 Korean Grand Prix.

RSM was created in 2000 when the French automaker purchased an 80% stake in Samsung Motors. The automaker’s SM3, SM5, QM5 and SM7 vehicles are built at its factory in Busan, South Korea.

The logo switch will be a once-off for the Korean GP after which the Renault branding will return for the 2013 Japanese Grand Prix.


Renault Sport F1’s marketing director Olivier Gillet said: "F1 is a global sport but it is also a perfect opportunity for markets to engage with their local media and clients. RSM is a strong domestic brand with around eight percent 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.

"The Korean GP is undoubtedly one of the premium events in the country over the sporting season, receiving hourly hits across TV, print and social media channels: in every sense, an advertisers’ dream.

"This rebrand is part of an extensive marketing campaign within Korea. Local news media, dealers and clients will visit the Korean GPover the weekend. It is unprecedented for us to change our branding but Korea is also a unique market. It goes to show how F1 is now fully incorporated into the entire brand’s marketing strategy”

Read more on:    korean grand prix  |  korea  |  motorsport  |  f1

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