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Why Race? It"s a "Brand Soul" Thing.
Why Race? It's a 'Brand Soul' Thing.
March 17 2009 11:58:37 AM EST
So, Bail-out Fever, once again, raises the question - To race Corvettes or not?

The 'NO' camp says - "Keep a low GM profile in these embittered times. Be frugal. Hunker down for survival." [So, we will be parking the NASCAR Impalas, too?]

The 'YES' camp says - "Wait a minute! We sell Corvettes, we should continue to market Corvettes [and GM], and since racing IS the only Corvette marketing we do….How will we make more money for GM [aka Corvette profits] if we don't race / market OUR products?" [Biz 101- Marketing is a core function in any retail business.]

PLUS - Corvette credentials are built on its global performance accomplishments - Le Mans wins, ALMS Championships. We're fixing the ALMS issue by moving to a class WITH competition.
NOT racing Le Mans regresses Corvette to just a US 'hometown bully'.

PLUS, PLUS - CR is 'Green' racing and Corvette is THE fuel-efficient sports car in America
[Tesla? Please! Call us when you actually deliver more than 10 cars].

* BBV was privy to another manufacturer’s racing mindset. Typical suit-speak about ‘branding’ / 'proving one’s sporting DNA', ...and then the exec said THEIR goal was to “just to not embarrass ourselves. So, we will run the program accordingly.”

Wrong! Wrong! ....and ‘Has Corvette Racing not taught you anything’ WRONG!
Why race if THAT is your commitment?

Fans / owners respond to commitment. Yes, Corvette victories and championships matter, but even a non-win like Corvette @ Le Mans 2008, sells the ‘C story’... because no one could look at that race and NOT say, “Wow, Corvette - 100% committed to be the best, 100% dedicated to their cause, their craft, their brand, and their fans”.

Commitment like THAT is a brand statement that validates / justifies the ‘Why Racing?’ question.
Now, add in the other Corvette Racing reasons....

* Product capability validation - real performance.
* R&D technology transfer - right into the street cars.
* Engineering lessons.
* Process training - project mgt., problem-solving processes.
* Brand credibility / personality creation.
* Brand loyalty motivation - passion branding.
* Sales motivation - with consumers and the sales team.
* Marketing - product-centric, direct to consumer, brand story telling.
* Sales - All that loyalty and motivation converted to new car deliveries and ROI.

All in, you can see how a racing program works to send the best product messages to consumers. Maybe better than a Super Bowl ad or Product Placement extravaganza.

And to Manufacturer X, why race if your ‘Internal Corporate Voice’ is shouting, “Managing lesser expectations. That’s OUR brand!”? The public will see through your racing commitment like used Neutrogena. So, go buy the JD Power guy a lunch and hope it pays off in the rankings. Or purchase the “Official Car of the BCA” sponsorship if you want a sports connection. But, stay the heck away from the racetrack until you can think / act like Corvette!