Powerhouse automotive brand PEAK is expanding beyond antifreeze into a new line of premium quality motor oils, and will feature the IndyCar Series, Indianapolis 500 and Danica Patrick in rolling out its latest products as part of a multi-year official partner agreement signed with the IndyCar Series.
Representatives from Old World Industries’ PEAK brand, the IndyCar Series, and the Indianapolis Motor Speedway today announced PEAK Performance Motor Oil as the Official Motor Oil of the IndyCar Series and the Indianapolis 500 Mile Race. The partnership will be in place for the 16-race 2008 IndyCar Series schedule, which includes the 92nd Indianapolis 500 on May 25, 2008.
Danica Patrick joined representatives from PEAK, the IndyCar Series, and the Indianapolis Motor Speedway at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas recently to officially announce the partnership.
PEAK Motor Oil will be available at more than 4,000 AutoZone locations across the country, beginning in December, with a broad expansion to other retail outlets expected next year.
All PEAK Motor Oil bottles will feature the IndyCar Series and Indianapolis 500 logos as part of the partnership. PEAK will work with Danica Patrick to launch a national TV, print and radio advertising campaign for their new motor oil. PEAK plans to further promote its motor oil with events at all domestic IndyCar races next year, as well as various in-store promotions wherever PEAK is sold.
"The IndyCar Series is extremely excited to be partnering with PEAK Performance Motor Oil," said Terry Angstadt, president of the Indy Racing League’s Commercial Division. "With this announcement, PEAK is expanding its involvement in the IndyCar Series to include league, driver and event partnerships and we look forward to working with them to build our respective brands.
"We have a plate full of attributes that include speed, diversity, technology and innovation that were looked upon favorably by PEAK and continues to gain momentum in the marketplace."
PEAK Performance Motor Oil will join other PEAK products as an industry leader in quality and affordability. PEAK Antifreeze has been the primary sponsor of the Indy 300 at Chicagoland Speedway since 2006.
"We are extremely excited to partner with two great organizations, first becoming the Official Motor Oil of the IndyCar Series and the Indianapolis 500, as well as AutoZone as one of the first retailers to distribute our new PEAK Performance Motor Oil," said Jerry Riccioni, vice president of automotive sales for Old World Industries, maker of PEAK products. "These partnerships exemplify the caliber of the PEAK brand and the quality partners that we continue to work with to bring our PEAK Performance products to the consumer.
"The IndyCar Series and the Indianapolis Motor Speedway are great organizations to partner with as they have a strong presence in the marketplace which enables us to continue to build our PEAK brand. We are also excited to have IndyCar Series driver Danica Patrick enhance her role with us as our official spokesperson for our motor oil. She has been such a great asset to us as the spokesperson for PEAK Antifreeze and now with the addition of motor oil we expect even bigger and better things moving forward."
As an industry leader in both the antifreeze and washer fluid categories, Old World recognized that lubricant buyers, installers and their customers alike would welcome a motor oil which — while attractively priced — will deliver the trusted quality and performance that is synonymous with the PEAK brand name.
Last month, PEAK Antifreeze, the IndyCar Series and the Indianapolis Motor Speedway teamed up with Patrick to offer racing enthusiasts a chance to win an unprecedented IndyCar Series Driving Experience. Fifteen lucky racing fans will enjoy a VIP experience during Pole Qualifying Weekend at the 2008 Indianapolis 500. Each winner will learn first-hand racing tips from Patrick before driving an IndyCar Series car around the famed 2.5-mile oval. For more information, visit www.peakantifreeze.com.