In the marketing world, and coined by David Ogilvy (clearly of Ogilvy fame), “there is nothing better than a tight brief.”

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So when it came to designing the Eldium car for this year’s rally, the brief was simple: make it fun, make it feel like a rally car, and make it Eldium… something that could tear through the red dust of the outback and still look unmistakably ours.

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With that in mind, the design ideas got moving quickly.  

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First the idea was to create a full wrap like a promo car you may see doing the rounds in Bondi, but it wasn’t quite coming together the way we’d imagined. After a bit of back and forth with Matt, we decided to scrap it and go in a different direction.

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Given the guys were driving a Corolla, we figured we’d start there. After a quick Google rabbit hole, I came across a 1998 World Rally Championship Corolla (image below). That became the inspiration. From here on, it became fun and relatively simple… replacing the sponsor stickers with quirky, Eldium and credit specific references.

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As you’ll see, the car’s sides became a moving billboard for Eldium, dotted with stickers that blend credit, finance with rally humour. We really got to nerd out… and all the jargon I’ve learnt being around the team, got its day in the sun... literally!  

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Each sticker plays off a classic car brand or sponsor logo but with an Eldium twist. Some give a nod to the founders we back, others reference our first-loss model or our focus on capital preservation (through an ode to the classic Pirelli tyres & Castrol logos). A few are just pure fun, like industry lingo disguised as an EV badge or having a laugh at those “Baby on Board” stickers, with our own version for our investors!

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I’ve put them down below and you can see the joy we had creating the intersection of the rally world, its sponsors and the space we play in.  See which ones you recognise and feel free to suggest some new ideas for our next rally!

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The car will continue to be driven by Pete, so If you’re around the eastern suburbs of Sydney, you might catch it parked in Darling Point, cruising down in Bondi or doing the school run in Bellevue Hill. You’ll get to see the logos in all their glory and now know the story behind it.

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If you see it, come say hi & take a photo or just let us know you’ve seen it.

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Thanks again for your support.