"The essential combination of human performance
and technical excellence have always defined motorsports
as complex and challenging areas of marketing
and engineering development."
Max Welti, Founder & Principal
MAXpertise is the management and advisory business led by experienced Swiss motorsport director, Max Welti. With over 30 years of activity in top flight motorsport across OEMs,
teams and sports rights owners, we have a 360º view on what the consumer demands and how automotive brands can best leverage motorsports platforms.
The essential combination of human performance and technical excellence have always defined motorsports as complex and challenging areas of marketing and engineering development. Defining strategy, objectives and investment are key to success in any program and here, MAXpertise has particularly relevant experience from the pinnacle of motorsport with Formula One and Mercedes prototypes to the creation of Porsche one-make cups;
driver management to the set-up of new categories; OEM ‘factory’ operations to the management of sponsor and media rights.
In recent times the rise of EV focused motorsport and urban categories figures more prominently in decision making as OEMs and consumer trends turn towards new entertainment models and mobility solutions. These factors will continue to lead our thinking as motorsport reflects the changing automotive landscape and technological challenges - such that consumers (fans) benefit from a display of relevant and future-proof motorsport.