- Norauto extends its role as technical partner of the Tour de France and the Tour de France Femmes avec Zwift for three more years, through to 2028.
- The Lille-based company will take advantage of the 2025 Grand Départ to celebrate its roots in the heart of its home region.
- Norauto is also joining the publicity caravan with a festive setup featuring the company’s own employees.
LILLE, BIRTHPLACE OF THE NORAUTO BRAND
On July 5, 2025, the Tour de France will set off from the Lille metropolitan area. It’s a symbolic starting point for Norauto, a company founded in Lille in 1970. This moment offers a unique opportunity to connect the brand’s local roots with its national presence, and to celebrate this shared pride with customers, employees, and partners.
TECHNICAL EXPERTISE IN SERVICE OF THE TOUR
As it has done every year since 2019, Norauto will once again bring its on-the-ground expertise to the Tour with its mobile workshop, a true traveling garage capable of performing preventive maintenance, servicing, and repairs on all support vehicles. Present throughout the entire route, the workshop represents Norauto’s commitment to ensuring safe and responsible mobility.
In addition, three Norauto tow trucks will bolster the Tour’s technical support operations, ensuring swift and efficient vehicle assistance to help the race run smoothly. Five teams of two have been selected from Norauto centers through an internal call for applications to participate in the Tour de France.
NORAUTO JOINS THE TOUR DE FRANCE CARAVAN
New this year: Norauto is entering the official publicity caravan. With a lively, mobile setup, Norauto teams will meet the millions of spectators lining the roads of France to share their enthusiasm. The caravan, led by an enthusiastic host, will bring fun and surprises to fans along the route!
AN EDITION FOCUSED ON CONNECTION AND COMMUNITY
Stage 12 promises to be a highlight, as the route from Auch to Hautacam on July 17 celebrates the 31st anniversary of Luc Leblanc’s memorable victory on the Pyrenean summit. World Champion and Norauto ambassador Luc Leblanc will share his memories and passion for cycling in a special tribute, which includes renaming the climb in his honor and unveiling a commemorative plaque.
Thibaut Lesaffre, CEO of Norauto France:
"Norauto is proud to extend its commitment through 2028 alongside the Tour de France and the Tour de France Femmes avec Zwift, two iconic events that embody passion, performance, and team spirit. Since 2019, our technical expertise has supported vehicles in the Tour every step of the way, ensuring greater safety thanks to our blue-and-yellow tow trucks and mobile workshop. Starting July 5 in our hometown of Lille, we’re excited to take this partnership to the next level by joining the publicity caravan for the first time, bringing us even closer to fans and allowing us to share in the energy and magic of this major sporting event."
Christian Prudhomme, Director of the Tour de France:
"The Tour de France is a collective, human, and technical adventure. Having a partner like Norauto, which brings its expertise and the dedication of its teams year after year, is a major asset to the smooth running of the race. Their continued support—now strengthened by their entry into the publicity caravan, speaks volumes about the strength of our relationship. And with the 2025 Grand Départ in Lille, Norauto’s hometown, that bond takes on even greater meaning."
