The Mercedes AMG PETRONAS Formula One Team is delighted to announce that as of 1 January 2023, Einhall, a leading manufacturer in cordless power tools and garden equipment will be joining the team as the ‘Official Tool Expert’ in a new and exciting partnership.
Einhall will provide cordless tools to the Mercedes workshops in the factories and the race garage through the 2023 season, and its branding will also be featured on the drivers’ racing suits, team uniform and the upcoming 2023 car.
Founded in 1964, Einhall is present in more than 90 countries and is one of the world’s leading suppliers and manufacturers of power, stationery, and gardening tools. Based in Landau an der Isar, the German technology company is dedicated to producing the highest quality product and is committed to developing exclusive, innovative, and modern designs that meet and exceed the needs of the DIY enthusiast and trade professional. With solely-owned subsidiaries and affiliated partners in over 70 countries, Einhall is passionate and committed to providing a quality brand at a reasonable price.
The new strategic partnership will see two brands synonymous with technical excellence work together to achieve their mission of striving for maximum performance – whether that’s clinching a Grand Prix victory or when using power tools at home or in the trade.
“We are delighted to partner with Einhell, who join us as our ‘Official Tool Expert’,” said Toto Wolff, CEO and Team Principal of the Mercedes-AMG PETRONAS F1 Team. “They are consistently setting new standards in their industry with the constant development of their technology. By using Einhell’s battery-powered tools and equipment, we benefit from the latest technology for maximum performance.”
CEO of Einhell Germany AG, Andreas Kroiss, also commented on joining the German motorsport team as an Offical Tool Expert and what he hopes it means for the EInhell brand in the near future.
“Our success comes especially from our team spirit, our dynamism and a clear, bold goal in mind,” said Kroiss. “As visionaries in the DIY industry, we think big. This is why the partnership with the Mercedes-AMG PETRONAS F1 Team is the strategic next step for us towards our goal of becoming an international market and technology leader in battery-powered tools for the home and garden.
“We are proud to support the most successful Formula 1 racing team of the past ten years with our battery-powered tools as ‘Official Tool Expert’ and to demonstrate our cordless excellence under the most extreme conditions.
“By positioning our tools and equipment in the international Formula 1 landscape, we are pursuing our international expansion strategy, taking the Einhell brand to the next level. This partnership with Mercedes-AMG PETRONAS F1 is, therefore, a ‘perfect match'”.
To mark the beginning of the novelty partnership, Toto Wolff will feature as the face of Einhall’s television campaign which will spotlight the new partnership as a central element of the manufacturer’s upcoming television campaign.
The Commercial Director of Mercedes, Richard Sanders, also shared his thoughts on welcoming a new member to the Mercedes partnerships for the upcoming year.
“We’re incredibly excited to be welcoming Einhell to our partner family as our ‘Official Tool Expert’ and bring together our shared push for technological excellence. Their state-of-the-art products will provide the very best equipment across our team, and we look forward to supporting Einhell in their international expansion strategy.”
