Asafa Powell joins advisory team of EV company Flash Motors

Asafa Powell Joins Flash Motors Leadership Team

Flash Motors Limited (Flash), an electric mobility solutions company, has announced that former 100-metre world record holder Asafa Powell has joined its leadership team. This week, Flash launched its first TV commercial featuring Powell, who will serve on its advisory board.

According to Xavier Gordon, CEO of Flash, Powell’s appointment reflects the company’s commitment to ensuring that authentically Jamaican voices have a seat at the decision-making table.

“Jamaican car culture is unique. We believe Asafa embodies the spirit of the Jamaican driver. He knows cars and how we, as Jamaicans, relate to them,” Gordon said.

“Apart from being a sports legend, Asafa is a notable leader in local auto culture. We are excited to have him on our team,” he added.

Powell’s Passion for Cars

Powell’s love for cars has grown into technical expertise and training in motorsports. The sprinter has raced vehicles locally at Dover and Vernamfield and internationally in Australia and Europe.

According to Powell, his partnership with Flash represents a shift into a new gear.

“Cars have always been my passion, everyone knows that. I grew up working on cars and to this day I still work on them in my spare time, so partnering with Flash was a natural fit. Every athlete is an entrepreneur; our success is literally powered by our body, our mental focus, our sweat,” Powell said.

He likened electric vehicles to athletes, stating, “Just like the EV, we generate our own power, and it’s how and where we focus that power that matters most. It is up to each person how they choose to build their dream and I have chosen to build mine alongside Flash Motors.”

Powell also hopes to inspire young athletes, emphasizing the importance of long-term financial planning. “Athletic careers start earlier and retire younger, so you need to have finances for the long haul to build your legacy,” he noted.

Flash’s Local Partnerships

This partnership with Powell is not Flash’s first collaboration with local figures and businesses. The company, which focuses on electric transport solutions including EVs and charging infrastructure, has partnered with Stewart’s Auto Group, which manages retail sales and service for Flash’s EV brands.

Recently, Flash played a leading role in the Inter-American Development Bank (IDB)-sponsored GOJ-EV Trial Programme. Supported by Stewart’s and the Jamaica Public Service Company, this programme provides five government ministries with BYD EVs and ABB charging stations on loan, giving them first-hand experience with the cost efficiency of EVs.

Flash has also begun discussions with the University of the West Indies about potential partnerships.

Reinforcing Jamaican Roots

Gordon highlighted the importance of reinvesting in Jamaica’s future. “As members of the Jamaican Diaspora, myself and my co-founder Carey Escoffery understand the importance of circling back to reinvest in Jamaica’s future, and we truly take that to heart. Flash will continue to partner with local industry and icons at every level and in all territories,” he said.