WRX 2024: ASCENDUM’S MULTI-MARKET EVENT

Friday, October 11, 2024

This September, the legendary Montalegre track in Portugal was electrified by the exhilarating races of the 2024 FIA World Rallycross Championship. Ascendum, in partnership with Volvo Construction Equipment, proudly continued its role as the Hosting Dealer and the Gold Sponsor of the CE Dealer Team. This year's event was particularly special as it marked our third consecutive year of sponsorship, welcoming around 100 participants, in Portugal, the country where Ascendum was founded 65 years ago. The guests came from 7 out of the 14 Ascendum markets (Portugal, Spain, Austria, Hungary, Croatia, Slovakia, and Turkey).

Event Highlights

The event kicked off with a warm welcome from Ascendum Executive Board Member, Paulo Mieiro, who highlighted the importance of the event in strengthening customer relationships and expressed Ascendum gratitude for all customers to trust in Ascendum as their business partner. The shared values and common roots between Ascendum and the companies that chose us as their valued partner were also highlighted. The speech ended with some dedicated words about Volvo CE's strong partnership with the electric machines and smart solutions journey.

Bill Law and Arvid Rinaldo from Volvo CE opened the day's sessions with an overview of the agenda and key race rules, setting the stage for a day filled with knowledge and high-speed action.

Educational Seminars and Interactive Walk-Around Sessions

Three "Change Starts Here" Seminar sessions were conducted in English, Turkish, and Spanish. These sessions delved into the specifics of upcoming electric machines and the already available electric lineup across different markets. Experts from Ascendum and Volvo CE addressed potential challenges and discussed how Smart Solutions could enhance operational productivity.

Post-seminars, attendees explored electric machines on display and engaged in a gamification station that used virtual reality to demonstrate the effectiveness of Smart Solutions in solving real-world problems.

Race Excitement & Unique Experiences

The adrenaline-pumping races began with the "Battle of Technologies," showcasing a showdown between all-electric and sustainably fueled combustion-engine cars. Ascendum’s VIP stand offered a prime viewing spot, where Niclas Grönholm clinched his third podium of the season, finishing second in a nail-biting finale.

Guests also enjoyed exclusive paddock tours and a meet-and-greet session with CE Dealer Team drivers, Klara Andersson and Niclas Grönholm, who provided insights into their strategies and experiences.

The highlight for two lucky guests from Slovakia and Spain was a once-in-a-lifetime ride along the legendary Montalegre track in the CE Dealer Team promotional car, driven by a professional driver, encapsulating the thrill of the event – a memorable ride and a unique experience.

The Montalegre stopover was once more than just a race; it was a perfect blend of innovation, information and entertainment, and partnership. It was a day filled with entertainment, education, and unique experiences, demonstrating that "Driving a Responsible Shift" is not just a communication motto for our sponsorship - it truly reflects Ascendum's proactive role in leading the industry toward sustainable operations. This commitment aims to set an example and inspire other stakeholders within our industry, starting with our customers.

Season Finale – an exciting return to Istanbul Park (Türkiye)

Now it's time for the exciting finale of this season's championship. The CE Dealer Team is heading to Türkiye for the new FIA World RX season finale, replacing the previously planned round in China.

Ascendum is thrilled to support the CE Dealer Team as they "Drive a Responsible Shift" towards the season finale in a country where Ascendum operates. During this season, the CE Dealer Team has already visited two Ascendum markets (Hungary and Portugal) and is heading to the third one (Türkiye).

In partnership with Volvo CE, our machines will once more time, be the “stars” along the track, helping to build, maintain and act as rescue machines.