If you’re a sports fan, there is no greater event to savour than the Olympics. Every four years – or five in the case of 2021, and the Covid-delayed Tokyo games – the world tunes into the thrilling spectacle of competitors from across the globe vying for gold in disciplines ranging from athletics and swimming to weightlifting and wrestling. Obviously, given their immense reach, the games also present a tremendous marketing opportunity, and there’s always a queue of high-profile companies desperate to be associated with the whole circus – including car makers. Whether these auto manufacturers have been main sponsors of the games themselves or backers of individual teams, the tie-ups have produced some interesting special editions and one-offs over the years – some deserving of a place at the top of the podium, and others, regrettably, definite back markers. Here we look back at some of the most memorable.
Datsun Bluebird, 1968 Mexico City
Kicking things off is a true Olympic curio rather than an official limited edition. This Bluebird was made at the Cuernavaca factory in Mexico, so the car was an obvious choice for Datsun to make available to the Japanese delegation at the 1968 games in Mexico City. It was a successful event for Japan, with 11 gold medals, seven silvers and seven bronzes, and to celebrate this haul, members of the team autographed the Bluebird at the end of the games by way of thanks to Datsun. The model is now part of Nissan’s heritage collection.
SEAT, 1992 Barcelona
It’s no surprise SEAT was one of the key sponsors for the 1992 games, given its status as Spain’s foremost car maker and its particular attachment to Barcelona, where it was to open the Martorell manufacturing facility in 1993. This special white version of the brand’s popular Ibiza supermini, complete with Olympic rings and Barcelona 92 logo, became the official car of the games.
There were also two special versions of the Toledo produced. The first of these was reserved for Spanish athletes who won a medal – 25 Toledos were made and 23 were delivered to successful competitors. The Toledo featured exclusive detailing, including a portable phone in the armrest.
Even rarer was an ahead-of-its time electric Toledo which led the athletes in the torch relay and marathon. It had a plug-in charger behind the front grille and a set of batteries that equipped it with a 40-mile range.
Buick Regal, 1996 Atlanta
The least successful – and arguably least memorable – games in recent memory from a UK perspective came in 1996 in Atlanta, when Team GB picked up a solitary gold medal courtesy of rowers Steve Redgrave and Matthew Pinsent. Buick was one of the sponsors, and the US Olympic Gold Regal saloon created to mark the games offered some gold detailing and badging on the exterior and Olympic logos on the headrests. All told, though, a forgettable car for a forgettable games.
Rover Streetwise, 2004 Athens
The Athens Olympics featured some outstanding performances from Brits, including two gold medals from Kelly Holmes (in athletics’ 800 metres and 1500 metres) and success for Chris Hoy in cycling’s 1km time trial. And what better way to celebrate these triumphs than with a special edition of the Streetwise, from British Olympic team sponsor Rover? The so-called urban on-roader was a brave move from Rover that ultimately didn’t catch on, although as time has passed and crossovers have become increasingly popular, the rationale behind it looks ever more sound. The Streetwise Olympic was recognisable by its exclusive Sonic Blue paint and Team GB Lion and Olympics rings graphics.
BMW, 2012 London
After all the hype that came with landing the Olympics, the London games somehow managed to exceed expectations with Team GB revelling in an astonishing haul of 65 medals, including 29 golds for such superstars as Mo Farah, Jessica Ennis, Andy Murray and Anthony Joshua. But can you recall the car sponsor? In true British style, it was German giant BMW and it marked the occasion by launching special Performance Editions of its 1 Series and 3 Series. Both models received an array of M Sport-inspired revisions and exterior badges displaying the controversial London 2012 logo created by design brand Wolff Olins, which was criticised for its ugly typography, unconventional shapes and even, according to Iran, resembling the word Zion. While the logo was polarising, thankfully the cars looked good.
MINI, London 2012
Of course, BMW also owns British brand MINI, which made it a more logical fit for London than might have appeared at first. As official partner to Team GB, MINI introduced a London 2012 edition which was limited to 2012 models and featured adornments such as the 2012 graphic on the roof and sides, and a Union Jack stripe running over the bonnet, roof and rear tailgate. Inside the London skyline was etched across the width of the dashboard while the headrests received Union Jack piping. Rule Britannia indeed!
Rolls-Royce, London 2012
Another of BMW’s brands is Rolls-Royce and even the world’s pre-eminent maker of luxury cars was bitten by the Olympic bug, although its limited-editions really were limited – with only three available. The models were based on the Phantom Drophead Coupe and among their attractions was a new badge design that featured the Union Jack rather than the famous double R, and a London 2012 steering wheel insert surrounded by the words Citius, Altius, Fortius – the Olympic motto, which, as all games fans will know, means Faster, Higher, Stronger.
Nissan, 2016 Rio
The Japanese giant used its sponsorship of Rio 2016 to good effect, taking the opportunity to promote two cars extensively. First up was the Kicks crossover, which made its global debut and was named the ‘official car of the Olympics’, taking a starring role in the torch relay. Nissan capitalised on the publicity by releasing a special numbered launch edition, delivered to customers during the games. Alongside it was a 2016 Rio Edition of the March – better known to you and I as the Micra. The March special featured an eye-catching white and gold paintjob and was sold in limited numbers in Brazil.
Keyword: The best Olympics-themed cars