RESEARCH : RACING MOTORSPORTS EFFECT to BUSINESS!, RACE ON SUNDAY, SELL ON MONDAY = TRUE!!! 
Oct 9 2009, 09:56 PM, updated 17y ago
QUOTE(F1 have big impact in branding effort)
Do motorsports rev up brands? (BIG ANSWER : DEFINETELY YES!!!)
NICOSIA — More than one-third of motor racing fans would be influenced by a manufacturer's success on the racing circuit when buying a car or motorcycle, according to a recent global study by Synovate.
Synovate surveyed 1,548 motorsport fans from the United States, Germany, Saudi Arabia, the United Arab Emirates (UAE), China and Malaysia, asking which type of racing they followed and the brand perceptions formed by the sport.
Formula One (F1) is the most popular motorsport worldwide, followed most closely by 60 percent of motor racing fans. In the United States, however, NASCAR is the motorsport of choice for 84 percent of race fans. The World Rally Championship has a solid fan base in Saudi Arabia and the UAE (31 and 27 percent respectively), while 21 percent of Malaysians prefer the two-wheeled action of MotoGP.
Success on the racetrack had the greatest impact on fans' future vehicle purchases in Saudi Arabia (68 percent) and the UAE (59 percent). Synovate's Managing Director for the Middle East, Andreas Gregoriou, points out that people in those markets love cars and are able to indulge this passion, thanks to their high disposable income. "Add to this the fast-growing interest in motorsports, thanks to the Formula One race staged in Bahrain and the popular Dubai Autodrome circuit, and it's no surprise that local buyers want to live their dreams by driving a car whose brand has enjoyed racing success."
By contrast, only 15 percent of American and 17 percent of German motorsport fans would be influenced by results on the track when shopping for a car or motorcycle. Synovate Motoresearch CEO Scott Miller attributes this to the maturity and competitive landscape of these markets. "Buyers have so many product choices and so many sources of information which influence their purchases that racing success may not greatly affect them. (only Germany and USA)"
Sponsors spend heavily to support motorsports, and Synovate found that they are getting a return on their investment. Globally, 32 percent of racing fans would be more likely to buy a brand that sponsors motorsports, with the UAE (53 percent) and Saudi Arabia (49 percent) topping the list. By contrast, only 15 percent of Germans are swayed by a brand's association with racing.
And which vehicle manufacturers are most associated with motorsports? Globally, Ferrari is in pole position, as shown in the table below. But local makes are top of mind in the United States, with Chevrolet and Ford, both major players in NASCAR, most strongly linked to racing by US fans.
Miller notes that the US auto market's hottest brands are some of the least associated with racing. "Chevrolet and Ford have been losing share for several years while Toyota and Honda have been gaining. As a result, many consumers who may be committed to purchasing a Toyota or Honda still associate motorsports with Chevrolet and Ford. While consumers may be impressed by the accomplishments of the brands that they associate most highly with motorsports, they may not be considering purchasing products from those brands anyway."
Interestingly, Ferrari's greatest share of mind came in Germany. Synovate's Managing Director for Germany, Harald Hasselmann, credits this to one man: "Seven-time Formula One champion Michael Schumacher is a sporting hero in Germany, and he is indelibly linked with Ferrari, the team with which he won most of those titles."
Surprisingly, Renault, whose driver Fernando Alonso was Formula One champion in 2005 and 2006, was cited by only 1 percent of respondents.
Synovate's Gregoriou says the strong association of Toyota and Mitsubishi with racing amongst Saudis (19 and 16 percent respectively) reflects the popularity of endurance racing. "Mitsubishi has a great record in the World Rally Championship and the Paris-Dakar rally, while Toyota has also enjoyed success in regional rallying."
In Malaysia, the popularity of MotoGP racing mirrors the brand association with Honda and Yamaha (21 and 16 percent respectively), two of the two most successful makes in that motorcycle championship.
The impact of racing success on vehicle purchase decisions revealed by Synovate's survey, coupled with these strong brand associations, suggest that the adage, 'Race on Sunday, sell on Monday' still holds true.
Curiosities
84 percent of respondents worldwide follow motorsports on TV. Only 2 percent actually go to the racetrack.
Newspapers and magazines are the next most popular media for UAE motorsport fans (20 percent), while the Chinese are the most avid Web surfers (14 percent).
Even though the Champ Car World Series is mainly based in North America, fewer than 1 percent of US fans follow that championship, which is actually more popular in China and the UAE (2 percent each).
NICOSIA — More than one-third of motor racing fans would be influenced by a manufacturer's success on the racing circuit when buying a car or motorcycle, according to a recent global study by Synovate.
Synovate surveyed 1,548 motorsport fans from the United States, Germany, Saudi Arabia, the United Arab Emirates (UAE), China and Malaysia, asking which type of racing they followed and the brand perceptions formed by the sport.
Formula One (F1) is the most popular motorsport worldwide, followed most closely by 60 percent of motor racing fans. In the United States, however, NASCAR is the motorsport of choice for 84 percent of race fans. The World Rally Championship has a solid fan base in Saudi Arabia and the UAE (31 and 27 percent respectively), while 21 percent of Malaysians prefer the two-wheeled action of MotoGP.
Success on the racetrack had the greatest impact on fans' future vehicle purchases in Saudi Arabia (68 percent) and the UAE (59 percent). Synovate's Managing Director for the Middle East, Andreas Gregoriou, points out that people in those markets love cars and are able to indulge this passion, thanks to their high disposable income. "Add to this the fast-growing interest in motorsports, thanks to the Formula One race staged in Bahrain and the popular Dubai Autodrome circuit, and it's no surprise that local buyers want to live their dreams by driving a car whose brand has enjoyed racing success."
By contrast, only 15 percent of American and 17 percent of German motorsport fans would be influenced by results on the track when shopping for a car or motorcycle. Synovate Motoresearch CEO Scott Miller attributes this to the maturity and competitive landscape of these markets. "Buyers have so many product choices and so many sources of information which influence their purchases that racing success may not greatly affect them. (only Germany and USA)"
Sponsors spend heavily to support motorsports, and Synovate found that they are getting a return on their investment. Globally, 32 percent of racing fans would be more likely to buy a brand that sponsors motorsports, with the UAE (53 percent) and Saudi Arabia (49 percent) topping the list. By contrast, only 15 percent of Germans are swayed by a brand's association with racing.
And which vehicle manufacturers are most associated with motorsports? Globally, Ferrari is in pole position, as shown in the table below. But local makes are top of mind in the United States, with Chevrolet and Ford, both major players in NASCAR, most strongly linked to racing by US fans.
Miller notes that the US auto market's hottest brands are some of the least associated with racing. "Chevrolet and Ford have been losing share for several years while Toyota and Honda have been gaining. As a result, many consumers who may be committed to purchasing a Toyota or Honda still associate motorsports with Chevrolet and Ford. While consumers may be impressed by the accomplishments of the brands that they associate most highly with motorsports, they may not be considering purchasing products from those brands anyway."
Interestingly, Ferrari's greatest share of mind came in Germany. Synovate's Managing Director for Germany, Harald Hasselmann, credits this to one man: "Seven-time Formula One champion Michael Schumacher is a sporting hero in Germany, and he is indelibly linked with Ferrari, the team with which he won most of those titles."
Surprisingly, Renault, whose driver Fernando Alonso was Formula One champion in 2005 and 2006, was cited by only 1 percent of respondents.
Synovate's Gregoriou says the strong association of Toyota and Mitsubishi with racing amongst Saudis (19 and 16 percent respectively) reflects the popularity of endurance racing. "Mitsubishi has a great record in the World Rally Championship and the Paris-Dakar rally, while Toyota has also enjoyed success in regional rallying."
In Malaysia, the popularity of MotoGP racing mirrors the brand association with Honda and Yamaha (21 and 16 percent respectively), two of the two most successful makes in that motorcycle championship.
The impact of racing success on vehicle purchase decisions revealed by Synovate's survey, coupled with these strong brand associations, suggest that the adage, 'Race on Sunday, sell on Monday' still holds true.
Curiosities
84 percent of respondents worldwide follow motorsports on TV. Only 2 percent actually go to the racetrack.
Newspapers and magazines are the next most popular media for UAE motorsport fans (20 percent), while the Chinese are the most avid Web surfers (14 percent).
Even though the Champ Car World Series is mainly based in North America, fewer than 1 percent of US fans follow that championship, which is actually more popular in China and the UAE (2 percent each).
source : http://www.synovate.com/news/article/2006/...up-brands.html#
summary of facts of HOW MOTORSPORTS IMPROVE BRANDING EFFORT based on the research..
1) >1/3 of motor racing fans would be influenced by a manufacturer's success on the racing circuit when buying a car or motorcycle.
2) Formula One (F1) is the most popular motorsport worldwide, followed most closely by 60 percent of motor racing fans.
3) In the USA, NASCAR is the motorsport of choice for 84% of race fans.
4) The World Rally Championship (WRC)
- Saudi Arabia..31%
- UAE 27%
5) 21% of Malaysians prefer the two-wheeled action of MotoGP.
6) Success on the racetrack had the greatest impact on fans' future vehicle purchases
- Saudi Arabia.. 68%
- UAE.. 59%
7) Local buyers in Bahrain and Dubai want to live their dreams by driving a car whose brand has enjoyed racing success.. A VERY BIG IMPACT OF F1 races in their country.
8) 32% of racing fans would be more likely to buy a brand that sponsors motorsports
- UAE.. 53%
- Saudi Arabia..49%
- only 15% of Germans are swayed by a brand's association with racing.
9) only 15% of American motorsport fans would be influenced by results on the track when shopping for a car or motorcycle.
10) and 17 percent of German motorsport fans would be influenced by results on the track when shopping for a car or motorcycle.
11) reason why race motorsport fans in Germany and USA not influence by the results of the races is because
- so many product choices
- so many sources of information.
12) Globally, FERRARI is in pole position that effects so much on its branding.
13) In USA because of NASCAR, this 2 companies receive big impact of its branding effort through racing motorsports
- CHEVROLET
- FORD
14) CHEVROLET and FORD have been losing share for several years while TOYOTA and HONDA have been gaining. As a result, many consumers who may be committed to purchasing a TOYOTA or HONDA still associate motorsports with CHEVROLET and FORD.. reason maybe because of DRIFT, comics/manga, strong anime of INITIAL D influence, and also INITIAL D game that shown Japanese cars is really great in handling while NASCAR only round and round the circuit only.. boring!
15) FERRARI's greatest share of mind came in Germany because FERRARI 7 time F1 champion Michael Schumacher is a sporting hero in Germany, and he is indelibly linked with FERRARI, the team with which he won most of those titles.
16) many racing motorsports fan do not really like Fernando Alonso therefore make RENAULT branding effort in F1 not really a good success.. I also don't know why? can anybody tell me??
17) TOYOTA famous amongst Arab Saudi people 19% reason because TOYOTA have a great success in Arab Saudi rally event.
18) MITSUBISHI famous amongst Arab Saudi people 16% reason because MITSUBISHI has a great record in the World Rally Championship (WRC) and the Paris-Dakar Rally
19) In MALAYSIA, the popularity of MotoGP racing mirrors the brand association with HONDA (21%) and YAMAHA(16%), two of the two most successful makes in that motorcycle championship.. one of the reason why Malaysia really great with MAT REMPIT culture and so many die die stunts action to defeat their idol in MotoGP!
20) 'RACE ON SUNDAY, SELL ON MONDAY' theory is TRUE!!!
21) 84% worldwide racing motorsports fan follow motorsports on TV. (TV is really an important factor to promote the success of racing motorsports)
22) Only 2 % worldwide racing motorsports fan actually go to the racetrack. (but almost every year Malaysia generate at least RM1 BILLION profit from F1 events in Sepang)
23) Newspapers and magazines are the next most popular media for UAE motorsport fans ~ 20%
24) Chinese are the most avid Web surfers ~ 14%
25) Even though the Champ Car World Series is mainly based in North America, <1% of USA fans follow that championship, which is actually more popular in China and the UAE (2% each).. maybe the advertising in China and UAE more greater and influenced by Hollywood movies??
racing motorsports effect to FERRARI car brand and its product
» Click to show Spoiler - click again to hide... «
TOYOTA is #1 company in automotive industry (based on it sales).. one big factor how TOYOTA can be #1 is because it's extreme involvement in racing motorsports around the world!
proof video from Japan : TOYOTA INVOLVE VERY EXTREME in RACING MOTORSPORTS AROUND THE WORLD!!!
TOYOTA STRATEGY to conquer the automotive world market is using RACING MOTORSPORTS as a MEDIUM!!!
TOYOTA even create TOYOTA RACING DEVELOPMENT (TRD) for racing motorsport fans all around the world!!!
TOYOTA PHILOSOPHY.. why MOTORSPORTS is among TOYOTA main company objective?
QUOTE(TOYOTA MOTORSPORTS JAPAN)
モータースポーツ活動を通じて、クルマがもたらす「夢」や「感動」を
トヨタ自動車は、創業以来自動車を通じて豊かな社会づくりに貢献することを基本理念としております。「環境・エネルギー」・「安全」という分野で、クルマが社会に与えるネガティブなインパクトを最小限化し、「クルマの楽しさ」などのポジティブなインパクトを最大化する「ゼロナイズ・マキシマイズ」を基本姿勢として推進しております。
モータースポーツは、クルマがもたらす「夢」や「感動」をお客様に体感いただける重要な取り組みであり、車をつくることでモータースポーツがもたらす文化活動に貢献をさせていただきます。また、昨今、厳しい経済環境でございますが、モータースポーツ活動を継続することは、自動車メーカーにとって大切な意義を持つと考えております。
モータースポーツの頂点であるフォーミュラー・ワンへの参戦は、本年で8年目を迎えます。皆様へ初優勝の感動を味わっていただくために、更に改良を重ねた新型F1カーでチーム一丸となって全力を尽くしてまいります。
また、参戦2年目となる米国NASCAR最高峰スプリント・カップ・シリーズや日本のSUPER GT、フォーミュラ・ニッポン含めトップカテゴリーへの挑戦を続けてまいります。また、世界のトップクラスドライバーの育成を目指したトヨタ・ヤング・ドライバーズ・プログラム（TDP）の推進を引き続き行なってまいります。
本年も、モータースポーツの活性化に注力をしてまいりますので、皆様からの熱きご声援をよろしくお願い申し上げます。
山科 忠
トヨタ自動車は、創業以来自動車を通じて豊かな社会づくりに貢献することを基本理念としております。「環境・エネルギー」・「安全」という分野で、クルマが社会に与えるネガティブなインパクトを最小限化し、「クルマの楽しさ」などのポジティブなインパクトを最大化する「ゼロナイズ・マキシマイズ」を基本姿勢として推進しております。
モータースポーツは、クルマがもたらす「夢」や「感動」をお客様に体感いただける重要な取り組みであり、車をつくることでモータースポーツがもたらす文化活動に貢献をさせていただきます。また、昨今、厳しい経済環境でございますが、モータースポーツ活動を継続することは、自動車メーカーにとって大切な意義を持つと考えております。
モータースポーツの頂点であるフォーミュラー・ワンへの参戦は、本年で8年目を迎えます。皆様へ初優勝の感動を味わっていただくために、更に改良を重ねた新型F1カーでチーム一丸となって全力を尽くしてまいります。
また、参戦2年目となる米国NASCAR最高峰スプリント・カップ・シリーズや日本のSUPER GT、フォーミュラ・ニッポン含めトップカテゴリーへの挑戦を続けてまいります。また、世界のトップクラスドライバーの育成を目指したトヨタ・ヤング・ドライバーズ・プログラム（TDP）の推進を引き続き行なってまいります。
本年も、モータースポーツの活性化に注力をしてまいりますので、皆様からの熱きご声援をよろしくお願い申し上げます。
山科 忠
source : http://www.toyota.co.jp/ms/philosophy/message.html
among the word TOYOTA said is to produce the safest car, minimize negative impact to the society, bring dream and good impression (fun car).
PETRONAS #1 MOST PROFITABLE COMPANY IN ASIA GAIN SO MUCH BENEFIT IN RACING MOTORSPORTS BRANDING EFFORT TOGETHER WITH BMW, TOYOTA, PROTON, SAUBER F1, SUPER GT, FORMULA 3 JAPAN, FORMULA NIPPON, SUPER TAIKYU CHAMPIONSHIPS and other racing motorsports event
» Click to show Spoiler - click again to hide... «
PETRONAS EXTREME INVOLVEMENT in RACING MOTORSPORTS to improve PETRONAS branding effort and also to bring in to Malaysia the best engineering from racing motorsports whole world involvement! (fanmade video)
PETRONAS appear very big beside BMW Sauber F1 Team race car
BMW Sauber F1 Team car
ONE BIGGEST REASON why so many American buy japanese cars : DRIFT + INITIAL D influence!!!
<-- favourite game 
anyway.. talk about branding effort, sponsor very popular japanese Morning Musume to show cuteness is great investment also.. haha
This post has been edited by RAC1NGengine: Oct 10 2009, 12:27 AM
Quote
0.0486sec
0.30
6 queries
GZIP Disabled