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Image, branding, outrageous cost, limited value
Posted by Noel [Email] (more from Noel) on Fri, 29 Feb 2008 18:16:15
In Reply to: Why isn't Saab/GM in rallying?, JohnA [Profile/Gallery]
, Fri, 29 Feb 2008 06:58:51
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Racing (any flavor) is fun and possibly sells a certain type of car to a relatively small population of buyers. This is good for branding and image--the old "win on Sunday, sell on Monday" theory. It still works.
But there is a very limited, if any, return on investment for most manufacturers that can be attributed to the amazing costs of racing. Sure, Porsche and Ferrari get a real lift out of it, as do Subaru and Mitsubishi. But I bet the average Suby or Mitsu owner have little or no idea about the brands' WRC activities. Or care.
Mercedes and BMW have raced for decades (with a few breaks) and so did the earlier incarnations of Audi (Auto Union); sort of part of German automaker DNA.
So for Saab, what do they get out of racing, beyond the opportunity to spend tens of millions of dollars a year with limited, if any, return, on a sport most people don't really care about? Not a whole lot, never mind that they'd have to invest the money annually for several years. Plus, all the other brands sell LOTS more cars than Saab does now, and have for years, so they have deeper pockets to invest in racing fun and games.
Personally, I'd love to see Saab in racing, but it ain't gonna happen, and for perfectly good reasons.
Posts in this Thread:
- Why isn't Saab/GM in rallying?, JohnA , Fri, 29 Feb 2008 06:58:51
- Most brands target their racing activities, Ray L, Sun, 2 Mar 2008 11:28:30
- Image, branding, outrageous cost, limited value, Noel, Fri, 29 Feb 2008 18:16:15 <-- Viewing This Message
- Because BMW, Mercedes & Volvo aren't..., Larry West , Fri, 29 Feb 2008 10:00:34
- Someone is missing the point...me?, Railhead , Sat, 1 Mar 2008 00:51:53
- come to Canada for racing 9-3's !, Trev formerly Trev, Fri, 29 Feb 2008 16:59:01
- Re: Because BMW, Mercedes & Volvo aren't..., jp, Fri, 29 Feb 2008 13:44:29
- Re: Why isn't Saab/GM in rallying?, SWEDECAR , Fri, 29 Feb 2008 08:50:53
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