DRiV, the global aftermarket business group of Tenneco, has appointed cricketing icon Mahendra Singh Dhoni as its National Brand Ambassador in a landmark first for the company. The announcement was made at a high-profile event at Taj Lands' End in Mumbai, attended by DRiV's executive and commercial leadership, key channel partners, and automotive stakeholders.
Strategic Alignment of Values
The partnership reflects a deep alignment of values: both DRiV and Dhoni embody trust earned over time, reliability demonstrated through consistent performance, and confidence from making right decisions under pressure. In India, where vehicle owners and mechanics prioritize familiarity and assurance when choosing spare parts, Dhoni's persona as 'Captain Cool' resonates with the qualities consumers demand—performance without failure, consistency without compromise, and trust without question.
Chintan Sopariwala, President of DRiV, stated: "Many of DRiV's brands have been serving customers for more than 100 years globally, and we are just as excited about the next century as we were about the first. MS Dhoni represents the same enduring values that define our brands: leadership, consistency, humility, and the ability to perform when it matters most."
Commitment to India's Aftermarket
Sanjeev Kumar Singh, Vice President & General Manager of DRiV South Asia, highlighted the company's strategy: "India's aftermarket is one of the most dynamic automotive sectors globally. DRiV brings a portfolio of over 30 globally trusted brands, backed by original equipment engineering and decades of heritage. Our partnership with MS Dhoni reflects the values that define DRiV." He emphasized the company's robust nationwide distribution network, deep engagement with mechanics, and comprehensive portfolio spanning passenger vehicles, two-wheelers, and commercial vehicles.
MS Dhoni shared his enthusiasm: "I am pleased to be associated with DRiV and its portfolio of well-known products. As someone who is passionate about motorcycles and their spare parts, and enjoys working on my bikes & cars myself, I understand the importance of high-quality components and reliable performance."
DRiV's House of Brands: A Century of Excellence
DRiV's portfolio includes iconic brands such as Monroe, Champion, Goetze, GTP, Ferodo, FP Diesel, AE, and Wagner, many with over a century of heritage. The company operates across 53 countries with more than 80 locations, 13 manufacturing sites, 28 distribution centers, and over 9,000 professionals. Its products cover ride performance, sealing, filtration, and other aftermarket needs for passenger vehicles, commercial fleets, heavy-duty trucks, and off-highway applications.
The Indian automotive aftermarket is among the fastest-growing globally, driven by an expanding vehicle parc, increasing average vehicle age, and growing awareness of quality parts. DRiV's move to establish a visible, consumer-facing House of Brands, backed by Dhoni's credibility, has the potential to reshape how Indians think about, choose, and trust auto parts.
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