HELLA GmbH & Co. KGaA, under the FORVIA HELLA umbrella, is making a significant mark in the automotive industry by sponsoring the 2025 Pikes Peak International Hill Climb (PPIHC). This move is part of HELLA’s broader strategy to amplify its brand awareness, particularly in categories like brake systems, leveraging its Original Equipment expertise and a storied history with high-performance vehicles. The sponsorship includes the Time Attack 1 Division Award, alongside the introduction of the HELLA Hype and HELLA Heritage Awards, designed to honor the dedication and achievements of teams and drivers.
Robb Holland, a seasoned Pikes Peak competitor, will drive a HELLA-sponsored 2022 Porsche 911 GT3 RS Cup car, aiming for victory in the Time Attack 1 class. The vehicle, prepared by Rotek Racing, features a special HELLA livery and minimal upgrades tailored for the challenging Pikes Peak course, including JRZ active dampers for improved handling on the uneven terrain. Notably, Holland’s attempt will be livestreamed via a Starlink datalink, offering fans a real-time view of the race, a first in the event’s 103-year history.
Clint Vahsholtz, another veteran of the Pikes Peak race, will pilot a HELLA-sponsored 2023 Porsche 718 Cayman GT4 RS Clubsport. Vahsholtz, with a remarkable record at Pikes Peak, including 24 class wins, is set to compete for the GT4 Trophy by Yokohama, adding another chapter to his illustrious career at the event.
The HELLA Hype Award will engage fans directly, allowing them to vote for their favorite driver during the Fan Fest on June 20, with the winner receiving a $2000 reward. The HELLA Heritage Award, accompanied by a similar cash prize, will recognize the driver with the most finishes in the race’s history, underscoring HELLA’s commitment to celebrating the event’s rich legacy and the enduring spirit of its participants.
Robert Tinson, Vice President at HELLA, expressed enthusiasm about the partnership with PPIHC, highlighting the alignment between HELLA’s 125-year legacy of engineering excellence and the race’s ethos of innovation and endurance. This sponsorship not only showcases HELLA’s dedication to the automotive racing community but also reinforces its position as a leader in automotive technology and performance.
The 2025 Pikes Peak International Hill Climb, with HELLA’s significant involvement, promises to be a landmark event, blending high-octane competition with cutting-edge technology and fan engagement. For HELLA, this represents a strategic opportunity to connect with automotive enthusiasts and showcase its products and values on a global stage, further solidifying its reputation in the industry.
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