The Global Performance Seating Brand Increases Its Reach and Innovation to a Wider Audience
DAYTONA BEACH, Fla. (June 10, 2021) – Specialty seat maker RECARO Automotive has seen the power of aligning with IMSA since 2020. Now, as it becomes an IMSA Official Partner in a new multiyear deal, RECARO Automotive finds itself in the proverbial driver’s seat when it comes to opportunities with manufacturers, teams, drivers and fans alike.
The RECARO brand has been an institution in the development of cutting-edge automobile interiors since 1906. RECARO developed the first fully carbon fiber seat shell and, most recently, the first FIA-certified off-road racing seat.
The Official Partnership with IMSA allows RECARO Automotive to introduce and reinforce the merits of its seating technology to a wider audience – both inside the IMSA paddock and with IMSA fans and motorsport enthusiasts.
“We are bringing the brand to our fans who love motorsports and who love what we do,” said Emil Kreycik, President and COO of RECARO Automotive, whose global operations are based in suburban Detroit, with additional locations in Germany and Japan.
As an IMSA Promotional Partner in 2020, RECARO Automotive spent much of the year strengthening relationships with manufacturers and teams. Currently, Vasser Sullivan in the IMSA WeatherTech SportsCar Championship and American Wheelman in the IMSA Michelin Pilot Challenge race with RECARO seats.
As an Official Partner, RECARO Automotive will connect with IMSA’s 18-plus participating OEMs (original equipment manufacturers). It also provides a platform to work with teams or individuals on race-specific seats or specialized projects, taking advantage of RECARO Automotive’s knowledge in safety, comfort and ergonomics.
“IMSA’s global audience and partners reflect RECARO Automotive’s customers,” Kreycik said. “Engaging with teams at events provides us with real-world driving insights and usage in the vehicles, bringing us to the forefront of the development cycle where key decisions are made and tested. It is important to let fans know that the same care and detail that goes into making RECARO Automotive seats for IMSA race cars is available on aftermarket and select OEM products.”
In addition to the B2B opportunities as an IMSA Official Partner, RECARO Automotive will engage its own regional dealers with VIP race experiences, connect with fans and enthusiasts at IMSA car corrals on event weekends, collaborate with other IMSA partners to enhance the fan experience at tracks, and reach a wider audience through IMSA’s digital and social platforms.
About RECARO Automotive Seating:
RECARO Automotive Seating has three locations in Europe, the USA and Japan. We design, manufacture, and market complete seats representative of our core competencies of design, ergonomics, robustness, lightweight construction, and first-class workmanship, under the brand name RECARO. RECARO Automotive offers passenger car seats for OEMs, Commercial Vehicle, and the aftermarket, using the brand RECARO under a license of RECARO Holding.
For more information, please visit RECARO-automotive.com.
About the International Motor Sports Association (IMSA):
International Motor Sports Association, LLC (IMSA) was originally founded in 1969 and owns a long and rich history in sports car racing. Today, IMSA is the sanctioning body of the IMSA WeatherTech SportsCar Championship, the premier sports car racing series in North America. IMSA also sanctions the IMSA Michelin Pilot Challenge and the IMSA Prototype Challenge, as well as four one-make series: Ferrari Challenge North America, Idemitsu Mazda MX-5 Cup presented by BFGoodrich Tires, Lamborghini Super Trofeo North America and Porsche Carrera Cup North America. IMSA – a company within the NASCAR family – is the exclusive strategic partner in North America with the Automobile Club de l’Ouest (ACO) which operates the 24 Hours of Le Mans as a part of the FIA World Endurance Championship. The partnership enables selected IMSA WeatherTech SportsCar Championship competitors to earn automatic entries into the prestigious 24 Hours of Le Mans. For more information please visit www.IMSA.com, www.twitter.com/IMSA, www.facebook.com/IMSA or www.instagram.com/imsa_racing.