YHI wheel brand to supply Mercedes AGM Petronas F1 team

Singapore-based YHI International’s Advanti Racing propriety brand has been named ‘official supplier’ to the Mercedes AMG Petronas Formula One Team. Through YHI International’s subsidiary, YHI Manufacturing (Singapore) Pte Ltd, the group has inked an agreement to supply Advanti Racing Alloy Wheels for all Mercedes AMG Petronas F1 race cars through to the end of the 2015 championship.

With this agreement, YHI holds the right to use the official designation “Advanti Racing, Official Supplier to Mercedes AMG Petronas Formula One Team” in all the group’s advertising and promotional materials, business stationery, websites and alloy wheels packaging. During the championship term, YHI also holds the right to display the “Advanti Racing” name on the wheels fitted to the Mercedes F1 cars, and Mercedes will equip its F1 cars at races and tests, as well as show cars, exclusively with the Advanti Racing Alloy Wheels.

Executive chairman and group managing director Richard Tay (郑 添 和) said: “We are very pleased to be the official partner with Mercedes AMG team and be associated with this international and prestigious racing event.” He added that the sponsorship is in line with YHI International’s marketing strategy for its automotive products, as the group is a global company with a presence in more than 100 countries, operating through its 30 subsidiaries and one associated company.

“Sponsoring the Mercedes’s alloy wheels is part of YHI’s multi-product, multi-brand and multi-category (3M) strategy to raise its profile of its own proprietary brands worldwide,” Tay continued. “This collaboration with Mercedes AMG Petronas Formula One Team affirms the group’s strategy to make YHI a global and recognised brand name where ‘the world is our market’. We believe that with this new sponsorship, YHI’s image and brand value of its proprietary products will be elevated. This new partnership would certainly create stronger branding associated with a better known racing team. We will continue to work with our partners and distributors to be the trend setter and market leader of alloy wheel designs and quality.”

This collaboration with Mercedes AMG Petronas is YHI’s second partnership within the F1 circuit. The company was previously the official partner of Scuderia Toro Rosso S.p.A from 2008 to 2012. 

The Advanti Racing Alloy Wheels proprietary alloy wheel brand has achieved the international safety standards of VIA (Japan), SFI (United States of America) and TÜV (Germany). YHI says a key feature of Advanti Racing Alloy Wheels is the adoption of Enkei’s premium alloy wheel flow forming technology to produce next-generation lighter weighing and higher quality alloy wheels. Enkei has developed a new manufacturing process called Most Advanced Technology (MAT), which combines a one-piece wheel casting technology with a rim forming technology called the spinning process. YHI says this new is vital to improving a wheel’s material property and strength.