Ken Block: Hoonigan Racing Division

Daredevil rally driver and millionaire "Chief Hoon" Ken Block has changed the name of his Monster World Rally Team to the much cooler Hoonigan Racing Division, celebrating the name change with new global headquarters in Utah, USA.

The new Hoonigan Racing Division 2013 livery provides the YouTube sensation's cars with an eye-catching blue-black motif that Mr Block says harks back to his love of retro skateboarding.

"With the name change to Hoonigan Racing Division, we wanted to take the look in a slightly different direction, one that has been inspired by my love of '80s and early '90s skateboarding graphics," he said.

Ken Block retains his sponsors under the new name and look, including major backers Monster Energy, Ford, GoPro and DC Shoes and hinted that 2013 will see a twist on the Gymkhana videos that have helped make him a household name.

"I'm working on a very special Gymkhana project with DC for 2013. I can’t comment too much on it at this point, but we’re taking a very different approach to it for this year. That’s all I’m going to say right now!”

Ken Block's new headquarters and race shop located in Utah will be the base of his Ford Fiesta rally car tweaking and marketing activities, and is a situated in a large warehouse facility decked out with 17 recycled cargo containers and all manner of automotive paraphernalia - not to mention a bar.

With space for 25 employees, Hoonigan HQ is divided into two sections, the workshop and office space - complete with a no-expenses spared videogame system and pong table - and looks like a fun place to work.

"I need a place where our whole team - from the marketing staff to the technicians - can be inspired and enjoy working in everyday. So aside from the standard office needs, we made sure to build in some fun; from a ping pong table to a full entertainment area with its own bar," said Mr Block.

Best known for his feral tyre-frying antics in his Gymkhana videos (see video below) that have accumulated more than a hundred millions views, Ken Block  competes in select stages of World Rally Championship and confirmed his return to the WRC in 2013.

"Once again, I’m trying to fit in as much driving as possible for 2013. Unlike most drivers who only compete in one series, I’m very fortunate to be able to race in so many different disciplines. Between competing in X Games, GRC, Rally America, Gymkhana GRID and WRC, it’s going to be an awesome year. I can’t wait to get it started."

"Hopefully I’ll be running a similar amount of WRC events in 2013," he added.

Check out Hoonigan Racing for more details.