Formula SAE: Bitron’s debut in a global ecosystem of talent and innovation.

For Bitron, participating in Formula SAE 2025 was much more than just sponsorship: it was a first concrete step in an international context where ingenuity, passion and vision come together. The event gathers together university students designing and building racing prototypes, offered the company the opportunity to engage with the new generation of engineers, observe the dynamics of applied innovation up close, and position itself as an active player in the future of the automotive industry.

Formula SAE is a competitive, technical and collaborative environment where each university team works like a small business: clear objectives, defined roles, attention to costs and performance. In this context, Bitron has chosen to be there, bringing its know-how, identity and brand to a place where tomorrow is being built.

Strategy and technology: the value of a conscious presence.

Participation in Formula SAE was a strategic action that directly involved the commercial and technical areas of the Automotive Business Unit. As Maurizio Tomasi, Automotive Sales Director, points out, being there means positioning Bitron as a credible player in innovation.

“Formula SAE is an ecosystem where expertise, passion and vision thrive. We didn’t want to just observe, but to be active part of the dialogue between industry and academia. Sponsoring this event was a concrete way to demonstrate that innovation is not just a buzzword for us, but a real commitment.”

From a technical perspective, the event offered valuable insights. Massimo Romairone, Automotive R&D Director, observed with interest the level of prototyping achieved by the university teams, emphasizing how the quality of the solutions developed with limited resources could inspire new ways of promoting Bitron products.

“We saw two cars from a famous Italian car manufacturer equipped with our actuators, but without any evidence for the public. This made us think about how to make our technological contribution more recognizable, perhaps through more targeted sponsorship models.”

In addition to visibility, the interest generated by the brand among students confirmed the relevance of the message conveyed: Bitron is perceived as an innovative company, capable of communicating with the younger generation and bringing concrete value to the automotive sector.

Employer branding: building attractiveness through experience

In a context such as Formula SAE, where young talent, universities and innovation-oriented companies come together, the human and professional dimension of the event also become central for those involved in human resources. Davide Malandrino, HR Business Partner for the Automotive Business Unit, highlights how Bitron’s presence at the event is part of a broader strategic approach to employer branding.

“Our participation in Formula SAE is part of a targeted employer branding effort. It is a concrete opportunity to present how we work and what we stand for, in a technical and engaging setting. The event allowed us to meet candidates outside the usual interview format. University teams simulate real projects, helping assess their potential contribution.”

Interaction with students and university teams has made it possible to convey an authentic image of the company.

Technicians in the field: immersion, discussion and vision

While Formula SAE represented a strategic opportunity for the brand, it also offered technical participants an immersive and stimulating experience, consisting of dialogue, observation and the exchange of expertise.

Giuseppe Barberio, Innovation Manager for the Automotive Business Unit, describes the intensity of the discussions with the university teams:

“They don’t just present the vehicle, they share the design process, engineering choices and strategies. The dialogue is open and full of ideas, even on complex technical aspects.”

Tests show how to impact performance and innovation. Vincenzo Mastromattei, Automotive System Validation Engineer, emphasizes the unique atmosphere of the event:

“As soon as you arrive at the Varano de’ Melegari racetrack, you immediately sense a strong energy. Each team works like a small company, with clear objectives and attention to detail. The demonstration of the mobile wing aroused great interest and allowed us to present Bitron as a distinctive player in active aerodynamics.”

For both of them, the experience also had a strong personal component: enthusiasm, curiosity and a sense of responsibility in representing the company in an international context, where every interaction contributes to building its image and reputation.

The silent engine behind business impact

Behind every successful initiative there is invisible but fundamental work: that of communication. Formula SAE represented an important first for Bitron in terms of identity with the debut of the compact “B” logo outside the corporate environment, visible on track and in the paddock.

As Elisa Signorino, Communication Specialist of the Bitron Group, explains:

“It was a new event, which required significant preparation and coordination, especially in terms of brand visibility”. 

The Communication & Corporate Identity department worked behind the scenes, ensuring visual consistency, narrative alignment and brand recognition in a highly technical and competitive environment.

“Even without a direct presence at the event, our contribution was fundamental in ensuring that every visual consistency, and narrative element was aligned with the brand’s values and objectives”.

Formula SAE was an opportunity for Bitron to position itself in a context of talent and innovation. The event involved various aspects of the company, commercial, technical, HR, communication, demonstrating that presence in strategic environments is not only measured in terms of logos displayed or product showcased, but also in the ability to tell one’s story, to be recognizable and to generate value.

In a sector where innovation moves fast and competition is global, visibility is not an accessory but a business lever. Communicating in a consistent, targeted and strategic way means transforming participation into reputation, reputation into attractiveness and attractiveness into concrete opportunities for the brand, for the products, for the people.

Being visible means being relevant and today being relevant means being competitive.