Prodrive: 40 Years of Motorsport Success and Beyond
Prodrive, founded by David Richards, is celebrating 40 years of business success. While the company is best known as a leading independent motorsport company, its influence extends far beyond the racetrack. Prodrive has been a driving force behind some of the greatest moments in UK motorsport history, with notable achievements in WRC rallying and GT racing.
From its early days, Prodrive recognized the opportunities in high technology and quality manufacturing. This led to the company’s specialization in various areas, including the production of mechanized cocktail cabinets for luxury vehicles, the development of Gazoo Racing sweatshirts, e-bikes, and driving simulators, and the manufacturing of carbonfiber body parts for British luxury saloons.
David Richards’ business career began unexpectedly when he received a last-minute offer to organize a car rally in Kuwait. This experience taught him the importance of seizing opportunities and being open to taking risks. Richards went on to manage rally projects for Fiat and Ford, winning the 1981 WRC title with Ari Vatanen in a Rothmans Ford Escort.
Richards’ involvement in motorsport eventually led him to Prodrive’s iconic partnership with Porsche. Recognizing the potential in sports car racing, Richards proposed a sponsorship deal with Rothmans to support a Porsche team. This collaboration resulted in a successful team, with notable drivers such as Jochen Mass, Derek Bell, and Jacky Ickx.
Prodrive also ventured into rally racing with the Porsche 959, competing in Europe and the Middle East. The team’s success led to the creation of David Richards Autosport, which later adopted the name Prodrive. The discontinuation of the Group B category posed a challenge for Prodrive, but they quickly adapted by collaborating with BMW Motorsport to develop rally adaptations for the M3.
The partnership with BMW opened doors for Prodrive in track race cars, leading to collaborations with brands like Alfa Romeo, Honda, Ford, and Volvo. However, the most significant milestone came with Prodrive’s collaboration with Subaru in the World Rally Championship (WRC). This partnership transformed Subaru’s image, with Colin McRae and Richard Burns becoming iconic figures in the sport.
Unfortunately, the recession and the withdrawal of other manufacturers from motorsport led Subaru to exit the WRC. Nevertheless, Prodrive’s involvement in motorsport continued with the Aston Martin Racing program. Prodrive played a crucial role in Aston Martin’s success, especially in endurance racing.
In recent years, Prodrive has diversified its ventures, entering the Dakar Rally with the Prodrive Hunter and the Dacia Sandrider. Additionally, Prodrive introduced its first own-brand road car, the P25, which pays homage to the legendary Subaru Impreza 22B.
Throughout its history, Prodrive has prioritized customer support, ensuring that owners of their racing cars receive exceptional service and access to parts. This commitment to customer satisfaction has been a cornerstone of Prodrive’s mission and remains a central focus for the company.
As Prodrive celebrates its 40th anniversary, the company’s legacy in motorsport is undeniable. From rally racing to endurance events, Prodrive has left an indelible mark on UK motorsport history. With its continued innovation and commitment to excellence, Prodrive is poised to make even greater contributions to the world of motorsport in the years to come.