A racing team built like a company
In short
1
.
PWR was founded in 2012 by Peter "Poker" Wallenberg and Daniel Haglöf.
2
.
From day one, the team was run like a business: clear goals, partners who get real value, and every decision measured against results.
3
.
That way of working is why PWR went electric early and why it now works with industry.
In 2012, Peter "Poker" Wallenberg and Daniel Haglöf entered one car in a Swedish touring car series, with Daniel at the wheel. Behind that one car sat a bigger question: could you build a racing team the way you build a company?
What does it mean to run a team like a company?
A racing team spends money every weekend and earns it only if partners see value. Most teams treat the business as something that pays for the racing. We turned it around. The business was part of the race.
Partners were treated as customers, with goals of their own that we had to deliver on. Budgets, plans and follow-up worked the same as in any company. Every decision had to answer two questions: does this make us faster, and does it make the team stronger as a business?
How fast did it grow?
The first STCC season for PWR was in 2013, with one car. By 2015 the team ran two cars and took its first STCC race win. In 2016 it ran three cars with official support from SEAT Sweden. In 2017 Robert Dahlgren won the STCC title, the first of nine titles for the team.
Each step was a business decision as much as a sporting one. More cars meant more partners, more people and more to deliver. The team grew only when it could carry the growth.
A racing team that does not understand its business loses before the season has started.
Why did a racing team go electric?
Because a company looks at where its market is going. In 2017 we decided to take a touring car championship fully electric. In 2018 we showed PWR001, a fully electricrace car with 612 horsepower, on track at Mantorp Park. Then we wrote the technical regulation and built every car that raced under it.
No one had asked us to. But a team run like a company has to keep asking what comes next, and we could see that electrification would change more than racing.
Where has that question taken us?
We still ask the question from 2012, now on behalf of industrial partners. We help industry transform, faster. We tell the story and build the technology. We test it for real and bring the right people together. Racing is where we learned it, and it is still where we prove it.
The founders asked whether a racing team could be built like a company. Now, the more interesting answer is the reverse: a company can learn a lot from how a racing team works.
Questions
Who founded PWR?
Peter "Poker" Wallenberg and Daniel Haglöf, in 2012.
What was PWR's first race season?
PWR raced one car in 2012, and entered STCC in 2013.
What does PWR do today?
We help industry transform, faster. We tell it, we build it, we test it, and we bring the right people together.
How we can help
Build
E-PWR
Advanced engineering in propulsion, energy systems and production technology. Small skunkworks teams, assembled per project.