We register a trend that we like: top xcski stars drive fancier and fancier cars.
Why are we happy? Easy: because in all cases here we are talking sponsors-provided vehicles and it is as clear as day that the said sponsors appreciate influencer-potential of best skiers more and more. Otherwise, why would they hand over the cars the sticker prices of which are seriously north of 50k and in some case close to 100k euros, the threshold of elusive “luxury vehicle” category?
Let’s look closer:
Heidi Weng and Volvo XC60 T8 Hybrid R-Design. One of the top models in the Swedish car maker’s line-up, sporting 0-100 km/h acceleration of some 5.3 second.
https://www.instagram.com/p/CDrVZo5joyS/?igshid=1jkzer5psecis
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Ebbа Andersson and VW Tiguan R-Line.
The whole Swedish team has VW as a sponsor so the choice is between the German carmaker models. Some Tiguans have that still fairly rare option: massage driver seats!
https://www.instagram.com/p/CCdhHqmDZAr/?igshid=xsbojtjna8hc
Frida Karlsson has exactly same Tiguan
https://www.instagram.com/p/CAGQT-8pAnf/?igshid=1tv0atv33l1qe
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Jessie Diggins and Landrover Discovery Sport. Here we frankly think Jaguar/ Landrover could and should have gone to its true-luxury Range Rover range, the Olympic champion deserves the very best – not that Discovery Sport is deficient by any stretch of imagination.
https://www.instagram.com/p/CAtDy_cAl22/?igshid=18qdmv2g139xc
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Krista Pärmäkoski and Audi A6 Quattro all wheel drive. Just what one needs on icy Finnish winter roads.
https://www.instagram.com/p/Bw9E-_gDHGU/?igshid=1t4zd8rxjejdt
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Teresa Stadlober just presented her new sponsor-given ride, Mercedes E-klasse. No specs were given but looks like a classy body mover with ample trunk space. Most E-Klasse feature autonomous driving tech – works real nice at autobahn.
https://www.instagram.com/p/CESGaSSHLLE/?igshid=1vd76hqlr8bgx
Two big names are missing on the list: Therese Johaug cooperates with Autostrada Gruppen, a luxury car dealer in helping them to launch new models of several different brands, but she doesn’t seem to be driving much herself lately. Certainly not promoting any specific vehicle over her social media channels.
Natalia Nepryaeva does not have a vehicle sponsor either, the Russians don’t tend to as they spend more time away from home in training camps than any other team, there’s probably simply not enough time to provide a sponsor with necessary exposure.
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