Just a few months after retiring from his sporting career, seven-time F1 champion Michael Schumacher has become the newest brand ambassador for German car manufacturer Mercedes-Benz.

The driver, who has won the most titles in F1 history, will be involved in developing new on-board technology and everything related to the “Intelligent Drive” system and safety.

Michael Schumacher first worked with Mercedes in 1990 when he joined the “Junior Team,” set up by the manufacturer to take junior German drivers to the highest level.

Seven world championships, 91 victories and 68 pole positions later, he finally took the wheel of a Mercedes for F1 in 2010, even though he had retired from the sport for the first time 3 years before.

Six months after taking part in his last Grand Prix, Schumacher has now embarked on a new chapter of his life. “The future interests me much more than the present and past,” he explained.

“During my Formula 1 time I always believed that you must not allow yourself to rest on your laurels, but that you must continuously try to improve. In so doing I was very often able to rely on the help of all the technologies available to me in the car and use them to my advantage. That is why I am a declared supporter of driving assistance systems both in the racing car and in the road-going car.”

The new Mercedes-Benz brand ambassador will make his first public appearance on May 1, 2013 during an event called “The future starts today.”