BAR's Sato Attracts DHL Sponsorship

Sato and DHL
By Phil Huff
April 15 2003

DHL Japan has decided to support Takuma Sato, third driver at Lucky Strike BAR Honda, as a part of their new brand strategy, in an apparent snub to the struggling Jordan-Ford Grand Prix.

DHL Japan made this decision based on the belief that there are many common aspects between the activities and personality of Sato as an F1 racer and the core values of the DHL brand - "Speed", "High Precision", "Passion & Leadership" and "Teamwork".

The new DHL brand strategy links the three existing brands: DHL Worldwide Express, Danzas and Deutsche Post Euro Express to become DHL brand worldwide under their parent company Deutsche Post WorldNet. The strategy aims to strengthen DPWN's competitiveness in the global market. The three brands will be integrated under the globally recognized "DHL" brand, which is to be the world's No. 1 in express and logistics provider that can meet a variety of business needs.

Takuma voiced his feelings about the support by saying "I am truly honoured to be supported by DHL Japan, a global company. The new logo conveys an enhanced vividness and dynamic impression. I am convinced that DHL, along with its new logo, will continue to be the best brand in the industry. I sincerely hope that the opportunity presented by this brand integration of DHL Japan and Danzas marks the start of a wonderful, long relationship between DHL and myself."

Scott Price, President of DHL Japan, added "DHL is recognized as the top global brand in the air express and logistics industries. The new yellow logo mark brings an enhanced and bold base upon which we will further establish our brand as representing speed and reliability to Japanese customers. We are delighted to welcome Takuma as part of our new strategy."

DHL Japan will be using Takuma for a nationwide TV advertising campaign running through May 2003 and for a series of key media and customer motivation days in Japan.