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DRiV, the dedicated aftermarket business group of Tenneco, has appointed the former Indian cricket team captain, Mahendra Singh Dhoni, as its national brand ambassador.
This alliance marks the company’s first collaboration with a celebrity ambassador, enhancing India’s strategic value, while strengthening DRiV’s focus on shaping the future of the nation’s automotive aftermarket as the industry’s most extensive and trusted House of Brands.
This connection is built around a strong alignment of ideals. DRiV and MS Dhoni exemplify long-term trust, steady performance, and confidence in making critical decisions.
In a country where car owners and mechanics alike seek familiarity and assurance before purchasing a replacement component, DRiV’s decision to base its master brand identification on the image of MS Dhoni is a deliberate, strategic masterstroke. Dhoni, known as Captain Cool in India and throughout the world, epitomises the attributes that buyers look for in car parts: reliability, consistency, and unwavering faith.
Chintan Sopariwala, President, DRiV, added, “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. We are thrilled to partner with him as we continue to grow and strengthen our presence across the Indian subcontinent.”
Sanjeev Kumar Singh, Vice President & General Manager – DRiV South Asia, said, “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, a symbol of trust, consistency, and excellence, reflects the values that define DRiV. Backed by a robust nationwide distribution network, deep engagement with mechanics, a comprehensive portfolio spanning passenger vehicles, two-wheelers, and commercial vehicles, and a strong OE heritage, DRiV continues to raise the benchmark for quality, reliability, and performance in India’s automotive aftermarket.”
On the association, Mahendra Singh Dhoni, said, “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. I look forward to this partnership.”
DRiV and its worldwide brands have been a part of Indian mobility for a long time, even before the Indian aftermarket gained popularity. For over a century, Federal-Mogul and Tenneco have been synonymous with automotive engineering excellence. DRiV now offers premium components for ride performance, sealing, filtration, and more to Indian workshops, garages, fleet operators, and vehicle owners. Brands like Monroe, Champion, Goetze, GTP, Ferodo, FP Diesel, AE, and Wagner have not only engaged in the Indian market, but also helped establish its standards.
With a dominating presence in 53 nations, 80+ locations, 13 world-class production sites, 28 strategically located distribution centers, and a devoted team of over 9,000 experts, DRiV works on a scale that few in the global automotive aftermarket can match. Its portfolio of over 30 renowned brands has a long history of engineering perfection and market trust, with each name representing decades of innovation and performance.
The Indian automotive aftermarket is expected to be one of the most dynamic in the world, driven by a rapidly expanding car parc, rising average vehicle age, and increased awareness among vehicle owners about the need for quality parts. In this environment, DRiV’s emergence as a prominent, consumer-facing House of Brands, backed by MS Dhoni’s credentials, has the ability to transform how Indians think about, choose, and trust their automobile parts.
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