IndyCar Series newcomer, PREMA Racing, made a significant impact in January with its grand launch event at General Motors’ Charlotte Tech Center. The debut was reminiscent of the annual unveiling of new cars and liveries by Formula 1 teams, setting a new precedent that IndyCar hopes other teams will follow.
The event, which was live-streamed, saw the presentation of PREMA’s team, vehicles, and distinctive colors. Adding to the glamour of the occasion was the presence of Will Buxton, the new IndyCar on FOX host, who served as the emcee.
Alex Damron of Penske Entertainment, in conversation with RACER, expressed his admiration for the event. He noted that the launch was not just impressive but also engaging, showcasing PREMA’s unique brand, rich heritage, and global appeal.
PREMA had involved the IndyCar Series at an early stage to ensure a successful launch. The co-branded stream also demonstrated a solid collaboration between IndyCar and PREMA, enabling the event to reach a broader audience.
Among the existing teams, Arrow McLaren has been most consistent in presenting its liveries and drivers to the public via social media platforms. Other leading teams have followed suit, using photos, videos, and press releases to support their reveals. However, PREMA stands alone in hosting a live launch for media and fans.
McLaren Racing CEO, Zak Brown, appreciates the effort made by PREMA but suggests that such a grand launch needs to coincide with the unveiling of new equipment. Speaking to RACER, he noted, “There’s nothing super exciting about a new livery… because it’s just livery.” He expressed his willingness to raise his team’s production effort, drawing inspirations from other series’ launch events.
PREMA’s approach to their launch has undoubtedly set a new benchmark in the IndyCar Series. The challenge now lies in other teams embracing this standard and elevating their own launches to create a more engaging experience for fans and media.
