Racing on the Mind: Motorsports Marketing Still Effective in Selling Cars

Automobile Staff

A new study released by Foresight Research reveals that "Race on Sunday, Sell on Monday" still applies to the U.S. automotive market.

Not only that, but other new vehicle buyers continue to be influenced by motorsport enthusiasts.

"People follow their advice - and we have measured it," said Steve Bruyn, President of Foresight Research. "So, there is a downstream impact from the races in the form of on-going word of mouth recommendations. That's why we say that the roar from a race car continues away from the track."

These advice-givers can be called "Shouters" and, in a previous study, Foresight Research determined that those who are influenced by motorsports find power and performance most important, though price and value were not far behind.

The latest study is the result of five years of data compilation and new vehicle buyer surveys. A quarter of those surveyed watched at least one motorsports race on TV in the year before their purchase. For most of that group, the average number of races watched was 11.

The large car, sporty car, and truck segments were most likely to be impacted by motorsports. Brands most likely to be associated with watching motorsports on TV include Dodge, GMC, Chevrolet, and Ford.

The research group finds that automaker displays at racing events actually can pay off as 63 percent of these influential consumers pre-plan a trip to the sponsored brand space.

Do any of these findings match your own experiences? Tell us in the comments section below.

Source; Foresight Research

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