Lusso Concierge Joins the 2025 BTCC Grid as Official Sponsor of James Dorlin
- myles3002
- Mar 26
- 3 min read
Lusso Concierge is proud to announce our sponsorship of James Dorlin as he makes his long-anticipated debut in the British Touring Car Championship (BTCC) with Speedworks Motorsport, the team behind TOYOTA GAZOO Racing UK.
Dorlin, a talented Yorkshire-born racer, joins an impressive four-driver line-up in the Toyota Corolla GR Sport - competing in the UK’s highest level of motorsport. With a proven track record in GT racing and single-make championships, James is now stepping into the world of touring cars, and we are excited to be part of his journey.
For Lusso Concierge, this news marks a major milestone, reflecting our deep-rooted passion for performance and precision. This partnership is about more than just a sponsorship - it’s built on a shared history in motorsport. Our Founder, Myles Collins, has known James for years, having raced alongside him in the SAXMAX Championship in Citroën Saxos back in 2010 before they even had driving licenses! Their journey continued as teammates in the Renault Clio Cup Championship in 2017 with Westbourne Motorsport, making this BTCC collaboration a special full-circle moment.
"Motorsport has been at the heart of everything I’ve done" said Myles Collins.
"Lusso Concierge was created out of a passion for high-performance cars, precision, and attention to detail - values that are crucial both on and off the track.
Supporting James in his British Touring Car Championship debut is a proud moment for the business, and we’re excited to see him take on this challenge at the very highest level of UK motorsport. He will without a doubt be a driver to lookout for throughout the season.”
As Yorkshire’s leading premium car storage facility, Lusso Concierge specialises in dehumidified storage, state-of-the-art detailing, and Paint Protection Film (PPF) installation - ensuring that high-value and performance vehicles receive the very best care.
To celebrate this partnership, we have exciting plans throughout the BTCC season, including a series of YouTube videos featuring James' race car, where we’ll be testing PPF and windscreen protection film in real motorsport conditions - showcasing their benefits for both race cars and road cars alike. Subscribe to our YouTube channel here and turn on the notification bell!
James Dorlin, Driver for TOYOTA GAZOO Racing UK, added:
"I’m incredibly excited to finally be making my BTCC debut - it’s been a long time coming!
Having Lusso Concierge on board as a sponsor is extra special because of my long history with Myles.
We’ve raced together, shared the same passion for motorsport, and now we’re bringing that connection to the biggest racing series in the UK.
But beyond that, Lusso is the perfect fit as a sponsor - not just because of my history with Myles, but because it’s a family-run Yorkshire business that (literally!) lives and breathes cars.
Many sponsors in the BTCC come from big corporations in all kinds of industries, but Lusso is a true automotive specialist, offering bespoke Automotive Concierge Services to it's clients nationwide.
Their expertise in high-end vehicle care and protection makes them the perfect partner for this exciting journey, and I’m proud to represent them on the grid this season."
The 2025 BTCC season kicks off at Donington Park on April 26-27, with all races broadcast live on ITV. Stay tuned for updates as we follow James through what promises to be a thrilling campaign!
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