Norton sponsors Varela in Dakar Rally 2018 win

Dakar Rally SxS win for Norton

We’re thrilled to have sponsored the winning SxS driver at the 40th edition of the Dakar Rally, renowned as the longest and the hardest race in the world.

Norton SxS sponsored car at Dakar Rally 2018

The Brazilian SxS team, Reinaldo Varela with Gustavo Gugelmin, participated in the Dakar Rally which took place 6-20 January 2018. They completed the race in 72H 44' 06'' in their vehicle, beating their nearest rival by almost a full hour despite the mud, sand and dust.

The Dakar Rally is the biggest rally in the world and the second biggest global motor sport event. There were 525 registered competitors and 337 vehicles competing at this year’s event, of which 14 were competing in the SxS category, including Varela sponsored by Norton. Teams this year had to cross three countries, starting in Lima, Peru, with a rest day in La Paz Bolivia and the finish line in Córdoba, Argentina. Half of the 14 stages were entirely in dunes or off-piste, and the route covered almost 9,000km, with five days spent at an altitude of over 3,000m.


We’re passionate about supporting racing teams at Norton. We currently sponsor the first women’s team in the TC 2000 private car road racing in Colombia, as well as this Brazilian SxS team in the Dakar Rally. We value these partnerships, providing the teams with products for the build and maintenance of the racing vehicles. The Dakar Rally was also the perfect opportunity to show off the Norton brand to millions of spectators lining the route of the rally and many more watching the action online or on TV.


Commenting on the great achievement, Reinaldo Varela, says, “The Dakar 2018 was an extremely hard event, but we managed to win with an SxS Can-Am Maverick X3. We faced many types of terrain, from the hot dunes of Peru to the snow in the mountains of Bolivia. I can confirm that Brazil is now the ‘World Capital of SxS’, after two titles in a row: me and Gustavo Gugelmin in 2018 and Leandro Torres and Lourival Roldan in 2017. I cannot fail to recognise the excellent work of the South Racing team, the support of my family and the impeccable navigation of Gustavo Gugelmin.”* Winning Norton SxS team Dakar 2018


Patricia Bitencourt, Automotive Aftermarket Marketing Manager, Saint-Gobain Abrasives Brazil, adds, “We’re delighted to be part of this victory and associated with such a talented team. Sponsorship of activities such as the Dakar Rally that are closely tied to our business priorities is a key part of our marketing activities. As well as being a great advert for the Norton brand, it also allowed us to spend time with many of our customers. We hope this is the start of a long and successful partnership with the SxS team.”

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