HELLA Enhances Brand Visibility with Pikes Peak International Hill Climb Sponsorship

HELLA GmbH & Co. KGaA, known as FORVIA HELLA, is taking significant steps to boost its brand recognition in the automotive sector by sponsoring the 2025 Pikes Peak International Hill Climb (PPIHC). The company is not only sponsoring the Time Attack 1 Division but also introducing the HELLA Hype and HELLA Heritage Awards, complete with cash rewards, to honor exceptional teams and drivers.

Robb Holland, a seasoned racer with a history of setting records at Pikes Peak, will drive a HELLA-sponsored 2022 Porsche 911 GT3 RS Cup car, aiming for victory in the Time Attack 1 class. The car features a special HELLA livery and minimal upgrades, including JRZ active dampers for the challenging course. Holland's attempt will be livestreamed via Starlink, marking a first for the event.

Clint Vahsholtz, another veteran of the Hill Climb, will pilot a HELLA-sponsored 2023 Porsche 718 Cayman GT4 RS Clubsport. With a storied career at Pikes Peak, Vahsholtz looks to add another trophy to his collection, this time in the GT4 category.

Robert Tinson, Vice President at HELLA, highlighted the alignment between the company's 125-year legacy of innovation and the spirit of the PPIHC. The sponsorship and awards are part of HELLA's broader strategy to emphasize its expertise in automotive technologies, from lighting to braking systems.

The Time Attack 1 Division, sponsored by HELLA, will feature a diverse range of vehicles, with Porsche models expected to dominate. The HELLA Hype Award will be decided by fan votes, while the HELLA Heritage Award will recognize the driver with the most finishes in the race's history, both accompanied by a $2000 reward.