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 is the research and development arm of the PWR Group, dedicated to driving innovation, technological advancement, and sustainability across multiple industries. Acting as a platform for testing and redefining new technologies, EPWR innovates and collaborates with partners from various sectors to help them bring their ideas to life.

While the development of electric racing cars and the creation of Scandinavia's first electric touring car championship are key milestones, EPWR’s expertise goes beyond motorsport. We provide tailored solutions for companies looking to test and validate their technologies in real-world, high-performance environments, contributing to sustainability and technological progress on a broader scale.

EPWR handles a diverse range of projects, from initial concept development to full execution, offering end-to-end solutions. Whether it's delivering vehicles, building the necessary infrastructure, or crafting custom strategies for emerging technologies, EPWR provides everything from A to Z. This allows partners to benefit from comprehensive support tailored to their unique needs, far beyond simply testing and validating technologies.

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.