Marketing based on rallyteams/ rallycars

[Sulland]

We talk about marketing based on rally results from manufacturers as a factor in that they pay for a World Rally team.

Is this happening in countries around the world?
If so Please post ads or link to films.

Any sign that the current manufacturers sell more cars due to their participation in WRC or other championship?

[Jarek Z]

Do you only mean manufacturer teams and references to World Rally Championship or you mean rallying in general?

How about the action called PEUGEOT: 210 YEARS OF HISTORY?
https://uk-media.peugeot.com/en/node/90074827#prettyPhoto

[T16]

I’m sure I can remember seeing a Hyundai banner on the Autosport website, but other than that, I can’t think of anything else at all!!
You’ve raised a very interesting point.

[Jarek Z]

Oh no, we can't speak of successful marketing here - pathetic 1616 views...
https://www.youtube.com/watch?v=g-qHIOhNfuM

[Jarek Z]

But it's still better than 18 views of this advert...
https://www.youtube.com/watch?v=Z7WKwu751Fk

[Mirek]

Sorry guys but again you take just a tiny part of the whole thing. They don't rally just to make adds about it. It doesn't work like that.

Marketing is everything containing the brand which gets in your brain. And when I say everything I mean everything. Every single second of the car being visible to public, every talk about it in the pub, every video no matter who created it, every radio broadcast about it, every T-shirt or cap. Every hostess which you remember.

And what you remember the best works the best. And that is the live experience. Five seconds on stage in Finland works better than a week long of adds in the TV.

[T16]

So how many people watch a car for five seconds in Finland that buy one?
If you’re in a forest watching one, the chances are you know the car you’re watching doesn’t resemble the one you buy, unless you’re Eddie.
Also, the question remains, how are they getting the exposure these days?
It must surely be quantifiable, because otherwise, what’s the point?
Maybe it is social media / YouTube etc that’s become the biggest platform?

[Mirek]

Of course there are mechanism to quantify the effects but you would need to ask someone from a carmaker marketing department and he would not tell you anyway.

Unfortunately you didn't get the main point which is the brand awareness. It's not that much about a particular model of the car but about a brand as a whole. Simply put in ideal situation the brand reaches a state that the first car brand which comes to your mind whenever you think about cars is the one. And that works. You never buy a thing you never heard about. So the first thing to do is to get into the memory of as many people as possible. People remember much more something what is connected with some excitement or other memorable event. And that is not an advert which just cut your favourite movie or an album on youtube.

Adverts are boring as fuck, many people outright hate them, mostly skip them, install various ad-blockers etc. But when you go to the stage you go there willingly because you want to see that. Same when you watch a video from the rally. People even buy adverts in such events (yes, the team merchandize is nothing but an advert which people pay for). So the rally itself is an advert but much better working than what people generally consider to be an advert.

[mknight]

Skoda uses Fabia R5 in adds in CZ.
More importantly during the Enyaq electric SUV global reveal event little over a month ago rallying was a part of the presentation.
Even more importantly the electric SUV also comes in an RS "sports" version. The only high-level motorsport Skoda is doing in last years is rally.

(but hey, electric car buyers are completely uninterested in motorsport.......ohh well)

Citroen ran an add with Østberg in Norway about a year ago. (Introduced as a rally driver, driving one of their SUVs, showing how comfortable it is while driven hard. Note that Østberg is not really a well known figure in Norway).

Toyota obviously uses rallying in the GR Yaris advertising.

Haven't really seen any big Hyundai N advertising, only getting their rally drivers to drive jurnos in it on a circuit.

Nothing from Ford that I have seen.

[TheFlyingTuga]

About Mirek's point, Mitsubishi and Subaru have made a name for themselves on the stages. If you think of a 4WD Sports Car, you either think of an Impreza or a Evolution. In Portugal for example, after the success of the Mitsubishi L200 in the Dakar with the Portuguese Mitsubishi Team, they created a special version for the Portuguese market called the Strakar (basically was the L200 Strada with a few more extras and some Dakar decals) and it sold like crazy. For a couple of months was the most sold car in our country and it's a Pick-Up. Even today, you think of an offroader you think of a Mitsubishi, you think of a fast gasoil car, you think Seat (Tiago Monteiro raced one in WTCC). That is the point of Mirek.

In Portugal, Skoda (using Armindo Araujo or Ricardo Teodósio) and Hyundai (with Bruno Magalhães and Miguel Oliveira as well) promote their brands with the championship wins. Citroen also but in a smaller part, although both Vodafone (proving that the net was the fastest) and Carglass have used the DS3/C3 as official vehicles to promote their products.

[cali]

So how many people watch a car for five seconds in Finland that buy one?
If you’re in a forest watching one, the chances are you know the car you’re watching doesn’t resemble the one you buy, unless you’re Eddie.
Also, the question remains, how are they getting the exposure these days?
It must surely be quantifiable, because otherwise, what’s the point?
Maybe it is social media / YouTube etc that’s become the biggest platform?Remember Subaru before, during and after rallying?

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[EstWRC]

theres a TV AD with Järveoja for Hyundai Tucson.

when Tänak was in Toyota there were Toyota banners with him on the streets i remember.

also the Estonian Hyundai and Toyota social media sites have/had stuff with them.

[AnttiL]

I'm not a car person at all, and I don't even own a car. But when I see a Fiesta, Yaris, i20, C3 or Fabia on the street, they look more appealing to me than other cars. And I think this is the marketing purpose of rallying.

[Fast Eddie WRC]

I drive a Ford because I like that they are in rally and have been for decades. Presence in rally works for fans and the general profile of the brand.

And I know its not a road car on the stages T16, you gobshite.

[T16]

Remember Subaru before, during and after rallying?

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The difference between then and now is that Subaru used rallying as the marketing tool to sell pretty much one car and that car was very comparable with the one on the stages.
Now, the manufacturers use the series to market the brand, not a particular model. I'm just interested to understand how.

[cali]

The difference between then and now is that Subaru used rallying as the marketing tool to sell pretty much one car and that car was very comparable with the one on the stages.
Now, the manufacturers use the series to market the brand, not a particular model. I'm just interested to understand how.Outback/Legacy sales went through the roof also. My brother had 2 Outback's and even my mom has one.
You did noy get my point. Look what Subaru was before, during and even after rallying. They went from irrelevant to the very good during their rallying era. And it's not only because of Impreza. Their reputation grew immensely.

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[Kenneth]

I remember there were TV ad with Loeb some time ago, but I can't remember if it was for Citroën or Peugeot.

[T16]

Of course there are mechanism to quantify the effects but you would need to ask someone from a carmaker marketing department and he would not tell you anyway.

Unfortunately you didn't get the main point which is the brand awareness. It's not that much about a particular model of the car but about a brand as a whole. Simply put in ideal situation the brand reaches a state that the first car brand which comes to your mind whenever you think about cars is the one. And that works. You never buy a thing you never heard about. So the first thing to do is to get into the memory of as many people as possible. People remember much more something what is connected with some excitement or other memorable event. And that is not an advert which just cut your favourite movie or an album on youtube.

Adverts are boring as fuck, many people outright hate them, mostly skip them, install various ad-blockers etc. But when you go to the stage you go there willingly because you want to see that. Same when you watch a video from the rally. People even buy adverts in such events (yes, the team merchandize is nothing but an advert which people pay for). So the rally itself is an advert but much better working than what people generally consider to be an advert.

Yes, I am aware of brand awareness etc. Look at Peugeot - a huge slice towards improving their brand identity is now spent sponsoring Djokovic - nothing at all to do with motorsport.
I guess I am thinking as to what the more specific answer would be in terms of how a manufacturer converts their rallying programme into vehicle sales. Do they use adverts on TV / Indents on websites / Youtube / Social media?
I do my best to try and turn ads off where possible and I don't read any printed publications any longer, so am I simply out of the marketing firing line or in the wrong territory (UK) to see the ads?
So yes Mirek, I understand the importance of brand identity and agree that a lot probably skip ads, but that still leaves the question - how are the manufacturers converting the exposure the programmes bring into sales?

[cali]

Yes, I am aware of brand awareness etc. Look at Peugeot - a huge slice towards improving their brand identity is now spent sponsoring Djokovic - nothing at all to do with motorsport.
I guess I am thinking as to what the more specific answer would be in terms of how a manufacturer converts their rallying programme into vehicle sales. Do they use adverts on TV / Indents on websites / Youtube / Social media?
I do my best to try and turn ads off where possible and I don't read any printed publications any longer, so am I simply out of the marketing firing line or in the wrong territory (UK) to see the ads?
So yes Mirek, I understand the importance of brand identity and agree that a lot probably skip ads, but that still leaves the question - how are the manufacturers converting the exposure the programmes bring into sales?Simple answer - advancement in their technology. Any manu who is into motorsport is willing to spend on tech and engineering.

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[T16]

Simple answer - advancement in their technology. Any manu who is into motorsport is willing to spend on tech and engineering.

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Are you saying the only reason Hyundai and Toyota are in it is to advance their technology (ie with a view of it filtering down into road cars)?

[cali]

Are you saying the only reason Hyundai and Toyota are in it is to advance their technology (ie with a view of it filtering down into road cars)?Did anyone write that it is the ONLY reason? Stop intentionally misinterpret whats said to you. All. Manus have been producing better cars when they have joined rallying. Period. Their brand identity has been improved drastically.

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[T16]

Did anyone write that it is the ONLY reason? Stop intentionally misinterpret whats said to you. All. Manus have been producing better cars when they have joined rallying. Period. Their brand identity has been improved drastically.

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Hang on pal - that's the only answer you gave, hence me looking for clarification!! if that's not all you can come up with , then what else? You said they were in it to advance their technology, but nothing else.

[cali]

Hang on pal - that's the only answer you gave, hence me looking for clarification!! if that's not all you can come up with , then what else? You said they were in it to advance their technology, but nothing else.And you are nitpicking now. Not really hard to understand what simple answer means. But you can go ahead act as a bonehead if you want. If that's your level then be my guest, pal

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[T16]

I drive a Ford because I like that they are in rally and have been for decades. Presence in rally works for fans and the general profile of the brand.

And I know its not a road car on the stages T16, you gobshite.

Less the insults Eddie.
Ford aren't in rallying as a brand, so how does it help the brand profile? What marketing do Ford do to that relates to rallying? And I'm not talking about M-Sport, I mean Ford as a brand.

[T16]

And you are nitpicking now. Not really hard to understand what simple answer means. But you can go ahead act as a bonehead if you want. If that's your level then be my guest, pal

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Yet you still haven't answered the question. Other than advancing their technology, how are the manufacturers converting the exposure the programmes bring into sales?

[cali]

Yet you still haven't answered the question. Other than advancing their technology, how are the manufacturers converting the exposure the programmes bring into sales?Yes I did. Brand awareness is the word you should look for. This includes everything said here before (by Mirek) plus tech, r&d etc. If you think this is not enough please enlighten us. So far you have contributed really not much yourself other than little bullying

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[T16]

Yes I did. Brand awareness is the word you should look for. This includes everything said here before (by Mirek) plus tech, r&d etc. If you think this is not enough please enlighten us. So far you have contributed really not much yourself other than little bullying

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OK - I will simplify it. How do the manufacturer's convert a rallying programme to generate brand awareness? (they must do something and I am asking what).



Sorry, but I do try and chip in and I'm genuinely trying to generate good debate. Can you please tell me where I have bullied someone, especially when it's you who called me a bonehead.

[Jarek Z]

Skoda uses Fabia R5 in adds in CZ.

A good example:
https://www.youtube.com/watch?v=iWrNVGsIr-g

[cali]

OK - I will simplify it. How do the manufacturer's convert a rallying programme to generate brand awareness? (they must do something and I am asking what).



Sorry, but I do try and chip in and I'm genuinely trying to generate good debate. Can you please tell me where I have bullied someone, especially when it's you who called me a bonehead.Dear T16, please read again my "bonehead" statement (act as bonehead). It's something not you are but sometimes people act like it. Again please read carefully my posts again as I do feel you did not want to really dig into it and understand what I meant to say.

That's where you were bullying when you tried to twist my every word and the context of my posts.

Fine, If your intent is to have a good discussion then so be it, just try to dig a little bit deeper to what has been said here and you get the answers, a lot of it written here by other members.

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[T16]

Dear T16, please read again my "bonehead" statement (act as bonehead). It's something not you are but sometimes people act like it. Again please read carefully my posts again as I do feel you did not want to really dig into it and understand what I meant to say.

That's where you were bullying when you tried to twist my every word and the context of my posts.

Fine, If your intent is to have a good discussion then so be it, just try to dig a little bit deeper to what has been said here and you get the answers, a lot of it written here by other members.

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"but you can go and act as a bonehead if you want" Don't try and backtrack. Pretty clear you were trying an insult. I'm fine with such a light reference, but don't accuse me of bullying. I'm not.

So Cali, I have read your's and others posts. I think you are out of your depth and you can only keep going back to the words 'brand identity'. I am asking what the manufacturers do to convert their motorsport programmes into 'brand identity' and you have failed to answer it. Brand identity doesn't just miraculously happen because they have won a championship or one rally, there is a process in place to convert the results or participation into marketing and I think it's a very relevant question to consider whet the process involves. You clearly aren't up to answering it.

[cali]

"but you can go and act as a bonehead if you want" Don't try and backtrack. Pretty clear you were trying an insult. I'm fine with such a light reference, but don't accuse me of bullying. I'm not.

So Cali, I have read your's and others posts. I think you are out of your depth and you can only keep going back to the words 'brand identity'. I am asking what the manufacturers do to convert their motorsport programmes into 'brand identity' and you have failed to answer it. Brand identity doesn't just miraculously happen because they have won a championship or one rally, there is a process in place to convert the results or participation into marketing and I think it's a very relevant question to consider whet the process involves. You clearly aren't up to answering it. Lol

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[Rallyper]

@cali "simple answer" - is the simplifying words I think T16 means when he asked you if there weren´t more to say.

(just interfere the debate between you guys... ;) ;) )

[cali]

@cali "simple answer" - is the simplifying words I think T16 means when he asked you if there weren´t more to say.

(just interfere the debate between you guys... ;) ;) )Per, I have been on the road for the whole day (writing this answer behind the wheel - yes I'm a bad man) . These are very simplified answers which I gave with Subie example. Mirek has put alot of input on this subject but one is here to flight and bully. Nah I'm not going to follow this route. Had a good burst of laugh after his last post lol. But glad to hear from you man, how's the health of yours?

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[dck1989]

few years ago peugeot had a tv ad in the uk for 207 i think with kris meeke in it after he won the irc with the tag line He's Meeke, but he's not mild

[AndyRAC]

I'm sceptical about any marketing in regards to rallying - so much that only 2 manufacturers are in the top class. I can't recall much following recent Manufacturer/Driver Titles.....

[T16]

few years ago peugeot had a tv ad in the uk for 207 i think with kris meeke in it after he won the irc with the tag line He's Meeke, but he's not mild

You're right, I remember this now. It's a good example of the conversion of competition exposure being formatted as brand identity. This is why I keep asking what happens currently from the manufacturers. And as AndyRAC says - there doesn't seem to be much going on recently.

[Rallyper]

Per, I have been on the road for the whole day (writing this answer behind the wheel - yes I'm a bad man) . These are very simplified answers which I gave with Subie example. Mirek has put alot of input on this subject but one is here to flight and bully. Nah I'm not going to follow this route. Had a good burst of laugh after his last post lol. But glad to hear from you man, how's the health of yours?

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I´m well, thanks. Retired in 2017. So full time work at home nowadays... :)

[Sulland]

You're right, I remember this now. It's a good example of the conversion of competition exposure being formatted as brand identity. This is why I keep asking what happens currently from the manufacturers. And as AndyRAC says - there doesn't seem to be much going on recently.


A good example:
https://www.youtube.com/watch?v=iWrNVGsIr-g

Skoda Norway should make a similar one with OliverS.

[Jarek Z]

Nobody has mentioned Abarth so far. How did you like their TV commercial from 2007?
https://www.youtube.com/watch?v=H6ZOJtz79mA

Do you think it makes sense to spend so much money on marketing for such niche brands like Abarth or Alpine?

[Jarek Z]

What a great thread it is! It can go on forever :)

A little off topic, but have you ever seen something like "outdoor clothing Ouninpohja Collection"???
https://www.youtube.com/watch?v=M9p1EuFKnWc

[Jarek Z]

How about a Peugeot 306 'MAXI' TV ad from 1997?
https://www.youtube.com/watch?v=c0NHaIqYdzA

[Jarek Z]

few years ago peugeot had a tv ad in the uk for 207 i think with kris meeke in it after he won the irc with the tag line He's Meeke, but he's not mild


You're right, I remember this now. It's a good example of the conversion of competition exposure being formatted as brand identity. This is why I keep asking what happens currently from the manufacturers. And as AndyRAC says - there doesn't seem to be much going on recently.

You must mean this one:
https://www.youtube.com/watch?v=_5ploC3ef_4

[m-ast]

Skoda uses Fabia R5 in adds in CZ.
More importantly during the Enyaq electric SUV global reveal event little over a month ago rallying was a part of the presentation.
Even more importantly the electric SUV also comes in an RS "sports" version. The only high-level motorsport Skoda is doing in last years is rally.

(but hey, electric car buyers are completely uninterested in motorsport.......ohh well)



That was a point really surprised me 3 years ago, Skoda Spain made an advert on TV telling them were WRC2 champions. Didn't remember any similar on main TV recently here in Spain as brands have not been on the national championship involved so much.
https://www.youtube.com/watch?v=z5eAe53oGjg

[T16]

How about a Peugeot 306 'MAXI' TV ad from 1997?
https://www.youtube.com/watch?v=c0NHaIqYdzA

Superb, I've never seen that.
I actually thought you were going to post this little movie, from a while ago with the best tarmac driver that's ever lived: https://www.youtube.com/watch?v=tV7uIRHIKgI

[Jarek Z]

I actually thought you were going to post this little movie, from a while ago with the best tarmac driver that's ever lived: https://www.youtube.com/watch?v=tV7uIRHIKgI

Yeah, that one was unforgettable!

But here is another Peugeot commercial featuring one of the best drivers in the world:
https://www.youtube.com/watch?v=H4o8YxusV0k

[Jarek Z]

I'm sceptical about any marketing in regards to rallying - so much that only 2 manufacturers are in the top class. I can't recall much following recent Manufacturer/Driver Titles.....

This Peugeot ad comes from 2016, so not so long ago:
https://www.youtube.com/watch?v=_SFWv0Qz9as

[MartijnS]

Pulsar commercial with Ford WRC https://youtu.be/GuKajLwj3L4

[Mise]

What worries me is the new trend where companies don't want their brand to be associated with motor sport.
Like Mitsubishi and now Neste. Neste was/is an oil company, but now they want to be something else,
so the want nothing to do with rally anymore.

On the other hand Neste rally might go back to Thousand Lakes rally like it used to be.

[AnttiL]

On the other hand Neste rally might go back to Thousand Lakes rally like it used to be.

That is a different issue. What originally caused the name 1000 Lakes Rally to disappear was that AKK took arranging of the Finnish WRC round into their own hands, as the 1000 Lakes Rally organization was in a state of turmoil. They didn't agree with AKK's decision and didn't want to give the rights to use the old name, thus Rally Finland was born. Not sure if 25 years is enough to bury the hatchet though.

Also, remember that from 1994 to 1996 the rally was called officially Neste 1000 Lakes Rally. So the old name didn't go because of Neste. It's just that Rally Finland was such generic of a name that people actually started talking in Finland more about "Neste Rally" than "Rally Finland".

Finally, losing Neste means losing big money. Getting 1000 Lakes Rally back would be nice, but it's really not a title sponsor to replace Neste.

[AnttiL]

https://i.imgur.com/AeOAPf9.jpg

"Let's enjoy driving"

[mknight]

What worries me is the new trend where companies don't want their brand to be associated with motor sport.


Recent VAG, Ford and even Tesla developments actually counter this.

Skoda - mentioned Enyaq presentation and RS model version
VW - ID.R on Pikes Peak, Nordschleife, Goodwood, also announced there will be an R version of ID3
Ford - Mustang MachE 1300 hp version for publicity
Tesla with model 3 performance and recent track fever with Model S plaid

What seem to be the case is that companies don't want to be associated with fossil fuel motorsport, but they use electric motorsport.

[lankey555]

There were 2 adverts with Kris
https://youtu.be/VLObs-daf0k

[Rally Power]

Those who insist that motorsport series using ICE's are at risk should look to Daimler's CEO comments on Mercedes F1 future: https://www.f1-fansite.com/f1-news/kallenius-f1-exit-for-mercedes-would-be-crazy/

Basically, Mr. Kallenius reconfirmed Mercedes F1 program through two principles: cost cutting measures and more efficient hybrid systems. No need for full electric.

[AnttiL]

Those who insist that motorsport series using ICE's are at risk should look to Daimler's CEO comments on Mercedes F1 future: https://www.f1-fansite.com/f1-news/kallenius-f1-exit-for-mercedes-would-be-crazy/

Basically, Mr. Kallenius reconfirmed Mercedes F1 program through two principles: cost cutting measures and more efficient hybrid systems. No need for full electric.

On the other thread, someone said that hybrid is a dead end and no money should be spent on it ;)

[Rally Power]

On the other thread, someone said that hybrid is a dead end and no money should be spent on it ;)

EV's lobby is nowadays hugely influential in the media, making people to forget that ICE's (at least in hybrid mode) will still be around for a long time.

[AnttiL]

EV's lobby is nowadays hugely influential in the media, making people to forget that ICE's (at least in hybrid mode) will still be around for a long time.

The thing is that ICE's can be sold to those who like them virtually without any marketing as long as there's fuel available. Meanwhile, more marketing money is spent on "greener" alternatives.

[Jarek Z]

Why didn't anybody mention this ad?
https://www.youtube.com/watch?v=ddVVBdloofc

[Tanelv]

Some Omniva parcel terminals in Estonia are decorated with a photo of Hyundai i20 WRC of Ott Tänak https://www.facebook.com/omniva.ee/posts/3588095964544472
https://www.motorsportforums.com/attachment.php?attachmentid=2012&stc=1&d=1607671199
The text on it says "Fast parcel stop on your way home. More than 1 million Estonians (total pop is 1.3) can reach Omniva parcel terminal in less than 5 minutes"


This was not marketing any team or car specifically, but in this summer Eesti Post released a stamp with a photo of Toyota Yaris WRC to celebrate the first WRC Rally in Estonia https://www.omniva.ee/index.php?article_id=1170&article_token=news&page=580&action=article&

[Sulland]

This ad is now on norways best motorsport site. Hyundai as world champs.
https://parcferme.no

[Jarek Z]

I have just come across an Abarth commercial made for their 70th Anniversary. It mentions their rally wins with Fiat and Lancia:
https://www.youtube.com/watch?v=ppCmC6x6jnE