Less than a week ago, the Nissan Formula E Team revealed that it has inked a four-year global partnership with Middle East mobility solutions provider Petromin Corporation’s EV charging subsidiary, Electromin.
To support this strategic agreement, Electromin’s branding will appear on Nissan’s e-4ORCE 05 race cars, driven by Oliver Rowland and Norman Nato, as well as on the drivers’ suits, team kits, and a variety of marketing assets.
Campaign Middle East spoke to Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation about the strategic thought and brand goals behind the partnertship and how Nissan, Petromin, Electromin, and Petromin Nissan – an innovation partner in previous Diriyah races – will focus on driving the adoption of electric mobility across the region.
“The strategic thought behind Electromin’s long-term partnership with Nissan Formula E likely centres around brand alignment with sustainability, innovation, and leadership in the growing electric vehicle (EV) sector. Formula E represents cutting-edge EV technology, and by associating with it, Electromin is reinforcing its identity as a forward-thinking, eco-conscious brand committed to the future of sustainable mobility,” Hussein M. Dajani said.
Tommaso Volpe, Managing Director and Team Principal, Nissan Formula E Team, said, “It is important for Nissan to integrate its Formula E project into the broader strategic plan, not just for promotion of our Ambition 2030 electrification plan, but also to leverage existing relationships within the group. Electromin’s parent company, Petromin Corporation, is one of our authorised Nissan dealers in Saudi Arabia, so it’s vital for us to work closely together, creating synergies which promote the Nissan brand both in the region and worldwide.”
Volpe added, “Having such a partner within our Formula E program is extremely important, and we’re looking forward to working together with Electromin and the whole group for the development of our GEN4 program, considering its ambitious plan and investment into its future product line-up.”
This collaboration clearly highlights Nissan and Petromin’s shared vision of shaping the future of electric mobility with innovation and sustainability at the forefront.
Discussing the key brand goals for the sponsorship, Dajani highlighted the following points:
- Long-term brand building: By associating with a global platform like Formula E, Electromin aims to reinforce its identity in sustainable mobility and green innovation. This continuous exposure intends to help build consumer trust, especially in an era where environmental concerns are increasingly driving purchase decisions.
- Brand positioning as a leader in EV solutions: By partnering with Nissan Formula E, Electromin also aims to enhance its positioning as a leader in electric vehicle charging infrastructure, a core part of its business model, which supports the broader transition to electric mobility in the region.
- Sustainability and innovation: The sponsorship aligns with the values of innovation and environmental responsibility. Formula E is at the forefront of promoting cleaner, greener alternatives to traditional motorsports, aligning with Electromin’s long-term sustainability goals.
- Increased brand visibility: Formula E provides an international platform, increasing Electromin’s exposure to global and regional audiences interested in EV technology, particularly as the EV market grows in Saudi Arabia and across the Middle East.
- Brand engagement with future technology enthusiasts: The partnership gives Electromin a way to engage with tech-savvy, environmentally conscious consumers, offering opportunities to showcase its solutions to a receptive audience.
- Alignment with Electromin’s values: This partnership also fits seamlessly with Electromin’s core values of innovation, sustainability, and contributing to the Kingdom’s Vision 2030 goal of reducing carbon emissions and diversifying its energy sources. Nissan Formula E, known for advancing EV technologies, mirrors Electromin’s efforts to pioneer charging solutions for electric vehicles and promote cleaner energy in transportation.
“Ultimately, the sponsorship aims to strengthen Electromin’s brand story, connecting it with high-performance, sustainable technology while solidifying its presence in the competitive EV market,” Dajani added.
Kalyana Sivagnanam, Group CEO, Petromin Corporation, said, “This collaboration is more than just a sponsorship — it reflects Petromin Corporation’s unwavering commitment to sustainability and innovation, aligned with the Kingdom’s Vision 2030. As the pioneers of electric mobility in Saudi Arabia through Electromin, we see this partnership as a key step in accelerating the adoption of EV technology across the region.”
Sivagnanam concluded, “Additionally, as the official partner of Nissan Motor Corporation in the Kingdom, this partnership reinforces our long-standing relationship with Nissan and strengthens our shared vision for the future of automotive excellence. Together, we are driving a transformative shift towards a cleaner, greener future for the Kingdom and beyond.”
