BADBOYVETTES.COM - Why Race? It's a 'Brand Soul' Thing.

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Why Race? It"s a "Brand Soul" Thing.

March 17 2009 04:58:37 PM 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 doï¿½.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 manufacturerï¿½s racing mindset. Typical suit-speak about ï¿½brandingï¿½ / 'proving oneï¿½s sporting DNA', ...and then the exec said THEIR goal was to ï¿½just to not embarrass ourselves. So, we will run the program accordingly.ï¿½

Wrong! Wrong! ....and ï¿½Has Corvette Racing not taught you anythingï¿½ 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 ï¿½C storyï¿½... because no one could look at that race and NOT say, ï¿½Wow, Corvette - 100% committed to be the best, 100% dedicated to their cause, their craft, their brand, and their fansï¿½.

Commitment like THAT is a brand statement that validates / justifies the ï¿½Why Racing?ï¿½ 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 ï¿½Internal Corporate Voiceï¿½ is shouting, ï¿½Managing lesser expectations. Thatï¿½s OUR brand!ï¿½? 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 ï¿½Official Car of the BCAï¿½ sponsorship if you want a sports connection. But, stay the heck away from the racetrack until you can think / act like Corvette!