Ralf Schumacher becomes brand ambassador for HDI

Hanover, September 2026. HDI and Ralf Schumacher are teaming up: The former Formula 1 driver, current TV expert, and entrepreneur is the new brand ambassador for HDI Germany and the face of a new social media and digital campaign focused on car insurance.

The collaboration combines Ralf Schumacher’s decades of expertise in mobility and motorsport with a topic that affects millions of drivers every day. The focus is on what really matters on the road: safety, reliability, and strong protection in the event of a claim.

Yelda Torun, Head of Marketing at HDI Germany:
“It was crucial for us to find someone who isn't just famous, but who stands for genuine expertise. Ralf Schumacher knows mobility from every perspective and brings the approachability needed to make a topic like car insurance tangible. This combination makes the partnership particularly valuable to us.”

Mobility as a common thread

For Ralf Schumacher, the partnership is closely linked to his own life story. Automobiles and mobility have been a part of his life for decades—from international motorsport and his Formula 1 career to his current work as a TV expert and entrepreneur.

Ralf Schumacher:
“Mobility has been a part of my life for as long as I can remember. In motorsport, you learn very quickly how important safety and reliability are—and it’s no different in everyday traffic. When it comes to insurance, you want to know that it’s there when you need it. That’s exactly why working with HDI is a great fit for me.”

The partnership was facilitated by Ralf Schumacher’s management team.

Lars Soutschka, Ralf Schumacher’s management:
“We focus on long-term partnerships where the brand, the personality, and the topic are a perfect match. And when you can combine that level of professionalism with a bit of fun, it suits Ralf even better.”

Social media and digital campaign for digital channels

The creative concept and implementation were developed in collaboration with the social-first agency Mawave. The result is a variety of content formats for social media, digital advertising channels, and other high-impact measures across the customer journey. The social media and digital campaign combines Ralf Schumacher’s credibility and mobility expertise with a modern, digital storytelling approach.

Till Weyerhäuser, Managing Director of Mawave:
‍“Our task was to build HDI’s social-first communication from the ground up and design it so that insurance really stands out in the feed, generating not just reach, but concrete leads. With Ralf Schumacher as the face of the campaign, we’ve achieved exactly that.”

The collaboration is part of HDI’s strategic focus on further strengthening its brand in the private customer segment and reaching new target groups. Car insurance is one of the most important business areas for HDI Germany. With this social media and digital campaign, HDI is opting for modern communication that creates relevance, generates attention, and makes insurance services easier to understand and experience.