Damon Hill’s Car Liveried by Principle Events Principle Events was commissioned to fulfil all the branding requirements for this year’s prestigious RAC Future Car Challenge. The task also included vehicle livery for Challenge sponsor GFEI’s Peugeot, driven by Damon Hill.

Principle’s task demanded the production and installation of striking branded Start and Finish gantries as well as sponsors’ signage at designated sites along the 62-mile route. In addition, Principle was asked to prepare artwork and create the Global Fuel Economy Initiative (GFEI) livery for a Peugeot 508 Active e-HDi to be driven by 1996 F1 World Champion, Damon Hill. Within days of the order, the Peugeot’s part-wrap and vinyl graphics were applied at the Silverstone Circuit facility and the stylish eco-car was ready to rally. The RAC Future Car Challenge is a unique motoring initiative which celebrates and showcases the latest advances in vehicle fuel economy and C02 emissions reduction. Each entrant aims to complete the rally using the least possible energy. The line-up features a range of technologies including electric, hydrogen-powered and hybrid cars as well as those like the GFEI’s Peugeot with its conventional internal combustion engine. Neither GFEI nor Damon Hill back any particular make of car or technology: rather, the aim is to promote the concept of realistic and practical approaches to reducing the environmental impact of driving.

Damon Hill commented, “It was great to drive for the Global Fuel Economy Initiative. It’s clear that

worldwide, we need to use much less fuel. We need to see manufacturers producing much more fuel-efficient cars, and they need to be as widely available as possible.” He added, “I’m usually associated with high speed motorsport, but today was very different and we went off at the start-line at Brighton driving slowly trying to conserve as much fuel as possible. You have to adopt a completely different driving style and this event played a really important role in raising awareness on fuel economy.” Following the rally from Brighton’s Madeira Drive to Pall Mall, London, Hill’s GFEI car was displayed along with more than 300 other iconic vehicles at the Regent Street Motor Show which was also branded by Principle Events. To find out more about Principle Events visit the web site: http://events.principleglobal.com/