Mahindra Racing, automaker Mahindra & Mahindra’s motor sports division, will join the inaugural FIA Formula E championship beginning in September next year.

The championship, which aims to create awareness about electric vehicles (EV) and help EV technology, will start in China.

Races will be conducted across 10 leading cities, including London.

“We are doing this because we are like tigers who have tasted blood. I am obviously referring to our participation in MotoGP (motorcycle racing). What MotoGP allowed us to do was to create some brand awareness in the target segment,” said Anand Mahindra, Chairman and Managing Director of Mahindra Group.

The firm is no stranger to international motorsport.

In 2011, Mahindra Racing had participated in the FIM MotoGP World Motorcycle Racing Championship.

The very next year, the Mahindra Racing team also entered the Italian National Motorcycle Racing Championship.

Mahindra said Formula E racing would help showcase its electric vehicle technology across the globe.

Mahindra Racing, which has signed an agreement with Formula E Holdings, promoter of the series, is the sole Indian team to join the championship.

Mahindra & Mahindra had ventured into manufacturing electric vehicles following the acquisition of Bangalore-based Reva Electric Car Company in 2010.

“This will also catapult our product development capabilities,” said Pawan Goenka, Executive Director and President (Automotive & Farm Equipment Sectors), Mahindra & Mahindra.

In its first season, the series will feature 10 races in cities around the world, including Beijing and Los Angeles.

This, according to Ernst & Young, will help drive additional sales of 77 million electric vehicles globally over the next 25 years.

>rajesh.kurup@thehindu.co.in

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