The kick-off of the ABB FIA Formula E Championship in Mexico City in January provided the perfect opportunity for ABB to bring together its Mexican distributors to thank them for their support and explore how, together, they can continue to drive safe, smart and sustainable electrification across the region.
With 2023 marking ABB’s first year as Official Charging Partner for the all-electric race series, which is now in its ninth season, excitement levels were high. Now, more than ever, ABB is using the series as a platform to help push the boundaries of e-mobility technology and increase adoption of electric vehicles around the world. Distribution partners are an essential part of achieving this.
ABB invited more than 100 of its distribution partners, including partners from Peru, Guatemala, Costa Rica and Panama to Mexico City in the days running up to the race. This included a distributors’ awards ceremony, where top performers in 25 categories, including Growth, Performance, Innovation, Development and Portfolio Amplification, were recognized across five regions.
The following day, the ABB team, including Global Head of Distribution, Vincent Hurel, and the Mexico country managers, shared their marketing and distribution strategies for 2023.
A key part of this strategy is Digitalization; embracing digital ways of working to help distributors drive more traffic, increase sales volumes and streamline supply chain operations and service. Distributors also learned more about ABB’s Energy Efficiency Movement, a global forum of around 200 organizations sharing ideas, best practices, and commitments to create a more energy-efficient world.
“The event was all about collaboration, sharing best practice and expanding ABB’s distributor marketing strategy,” says Vincent Hurel from ABB Electrification. “Our broad team of distributors has been crucial to our success in helping create a more sustainable future in Mexico. This event gave everyone the chance to meet face-to-face, network and share ideas on how to thrive and grow our market share in today’s competitive world.”
On the day before the race, ABB distributors had VIP access to the race paddock where they were able to view the 22 all-new Gen3 race cars that were set to compete on the Autodromo Hermanos Rodriguez circuit and experience pre-race day preparations.
The business portion of the multi-day event concluded with a Distributor Brunch on the morning of the race. This get-together was an opportunity for Ralph Reust, Global Channel Manager of ABB E-mobility to thank local distributors for their contributions to accelerating the adoption of electric vehicles in Mexico.
Throughout 2022, ABB had allotted around 1000 grandstand tickets to each of its top distributors to award to customers, who were able to join them for the main event at the start of this year. Bringing together ABB execs, distributors and customers for one of the most exciting e-mobility events in the calendar was the perfect way to set the tone for a productive and collaborative 2023.
