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  1. #1
    Senior Member Sulland's Avatar
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    Marketing based on rallyteams/ rallycars

    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?

  2. Likes: Jarek Z (22nd October 2020)
  3. #2
    Senior Member Jarek Z's Avatar
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    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...27#prettyPhoto
    http://www.rallymadness.prv.pl - rally photos and movies!

  4. #3
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    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.

  5. #4
    Senior Member Jarek Z's Avatar
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    Oh no, we can't speak of successful marketing here - pathetic 1616 views...
    https://www.youtube.com/watch?v=g-qHIOhNfuM
    http://www.rallymadness.prv.pl - rally photos and movies!

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    Senior Member Jarek Z's Avatar
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    But it's still better than 18 views of this advert...
    https://www.youtube.com/watch?v=Z7WKwu751Fk
    http://www.rallymadness.prv.pl - rally photos and movies!

  7. #6
    Senior Member Mirek's Avatar
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    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.
    Stupid is as stupid does. Forrest Gump

  8. Likes: AnttiL (22nd October 2020),cali (22nd October 2020),pantealex (22nd October 2020),tommeke_B (21st October 2020)
  9. #7
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    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?

  10. Likes: Jarek Z (22nd October 2020)
  11. #8
    Senior Member Mirek's Avatar
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    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.
    Stupid is as stupid does. Forrest Gump

  12. Likes: cali (22nd October 2020)
  13. #9
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    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 Řstberg 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 Řstberg 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.

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    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 Magalhăes 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.

  15. Likes: cali (22nd October 2020)

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