Brand Manifest

Founded in 2012 by Peter "Poker" Wallenberg and Daniel Haglöf, PWR Racing started as a humble one-car team with a big dream. Driven by their passion for motorsport and a shared vision of excellence, they quickly established themselves as a force to be reckoned with in Swedish racing circles. But success wasn't just about crossing the finish line first; it was about pushing the limits of performance, innovation, and sustainability.

In 2023 PWR Racing went under the name of CUPRA Sweden-PWR. From the outset, the team has set out to challenge the status quo, embracing bold ideas and cutting-edge solutions that would revolutionize the industry. Their commitment to trailblazing innovation and inclusivity propelled them to new heights, earning them recognition as pioneers in the world of motorsport.

As the PWR brand has grown, so too has its impact. When PWR Group was created, a family of sub-brands have emerged, each with its own distinct focus and expertise. EPWR, the brand's research and development arm, is leading the charge in revolutionizing motorsport with its sustainable performance and commitment to innovation. Collaborating closely with racing promoters, EPWR designed and manufactured electric-powered racing cars that not only excelled in performance but also prioritized environmental sustainability.

Under the name CE Dealer Team by Volvo Construction Equipment, PWR Rallycross blazed a trail in the Electric FIA World Rallycross Championship, merging performance with sustainability to inspire a diverse and more eco-conscious future for the sport. Supported by key partners and a commitment to excellence, PWR Rallycross represented the pinnacle of motorsport ingenuity and technological prowess.Complementing these endeavors was PWR Management, a dynamic management company at the forefront of the motorsport industry. With a focus on strategic content production, end-to-end driver management, and partnership activation, PWR Management ensures consistent branding, maximized opportunities, and drives success for its partners in the fast-paced world of motorsport.Guided by our core principles of care, challenge, and deliverance, PWR Group continues to redefine industry standards and drive positive change within the motorsport community. As a trusted partner we offer expertise, innovation, and a commitment to performance, making us the premier choice for businesses seeking to align themselves with the future of motorsport.