After an unsuccessful comeback to Formula 1 Michael Schumacher retired from the sport again and this time for good. But that is not the end of his relationship with Mercedes-Benz. He is now an official ambassador of the brand, and will also be involved, at least in name, with topics relating to the future, in particular safety and comfort systems.

So Schumi will continue to do what he used to for the brand as an F1 driver, except for driving. That is probably what Daimler was after anyway when they signed Schumacher and brought him back from retirement. As one of the most famous sportsmen in the world, Michael has always been fascinated with promoting driving safety, even when he was with Ferrari. Mercedes selling more cars because of his image is just a bonus for the German auto maker.

“The future interests me much more than the present and past. During my Formula 1 time I always believed that you must not allow yourself to rest on your laurels, but that you must continuously try to improve. In so doing I was very often able to rely on the help of all the technologies available to me in the car and use them to my advantage. That is why I am a declared supporter of driving assistance systems both in the racing car and in the road-going car”, said Schumacher of the new partnership.

Dr. Joachim Schmidt, Executive Vice President Mercedes-Benz Cars, Sales and Marketing, added “We are proud that Michael Schumacher, the most successful and best-known racing driver in the world, is again joining us as our partner. Right from the time when he was a Mercedes-Benz junior and of course in the last three years as a driver in our Formula 1 team, Michael Schumacher has always been committed to our company’s projects. This is why it is only logical for both sides to pool their expertise and know-how and to use them, for instance, for enhancing driver assistance systems and thus improve safety on the roads within a partnership.”