The team will be sporting a pink, magenta and silver design after agreeing a long-term partnership with BWT, Europe’s leading water technology specialists.
It’s BWT’s first involvement in Formula 1. The brand is seeking to take advantage of the sport’s global presence to promote its unique water treatment products.
BWT’s presence is also reinforced with new pink helmets to be worn by drivers Sergio Perez and Esteban Ocon.
“The arrival of BWT in Formula 1 is huge news,” said Dr Vijay Mallya, Force India’s principal and managing director. “It represents one of the most significant partnerships in our ten year history.”
“It’s a sign of how far we have come as a team with our strong results and completes a solid commercial performance over the winter.
“For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish.
“Changing the colour of our cars is an indication of the strength of this new partnership. It’s a real statement of intent from BWT as they begin their relationship with the sport.”
“The collaboration with Sahara Force India is an important part of our brand-globalisation strategy,” added BWT CEO Andreas Weissenbacher. “It will dynamically increase awareness of our brand around the world.
“We share with Formula 1, the premier league of motor sport, the passion we show every day in trying to achieve the best possible standards.”