Research Finds Racing Events Influence Car Purchases


Published:

ROCHESTER — Foresight Research released more results from its 2012 Automotive Marketing Communications Study interviewing 7,851 new vehicle buyers in the US, finding:

  • Overall, 16% of buyers who attended a racing event stated it significantly or completely influenced their vehicle purchase.
  • One in five new vehicle buyers watched at least one race event on TV and one in twelve attended one or more races prior to purchasing their new vehicle.
  • Audi, BMW, Chevrolet, Honda, Jeep and Mercedes Benz buyers reported the highest purchase influence from motorsports.
  • A year over year decline in race attendee buyers visiting OEM / brand displays suggests vehicle manufacturers cut back at tracks.
  • Motorsports sponsorship communicates brand reputation, fun to drive, sporty image and style, as well as price / value and fuel economy.    

Established in 1998, Foresight Research specializes in studies focusing on the key influencers of purchase decisions in the automotive, marine, advertising, public relations, experiential marketing, healthcare, government, and industry association sectors.

"The great recession had a profound impact on the motorsports industry; while race attendance and viewing are both down, the more serious fans continue to be involved and influenced by racing in their purchase decision," said Steve Bruyn, CEO of Foresight Research.  "In addition to the direct influence motorsports has on some new vehicle buyers there is a multiplier effect because many serious fans are what we call 'shouters' (give 16 or more new vehicle recommendations to others per year). Our formula for motorsports Return on Investment takes into account both the direct and this indirect word of mouth influence. This sample of 2010 - 2012 model year buyers confirms the communications power of motorsports sponsorship and explores what experiences within a manufacturer display is most impactful."

The 2012 Motorsports Sponsorship Report analyzes buyers who are influenced by racing during their vehicle shopping and purchase. It documents who views and attends race events.  It provides detailed measures of what attendees do at a manufacturer display, what marketing messages they receive and the additional lift in consideration ride and drive opportunities provide.  The data is reported by vehicle brand, segment, buyer demographics, loyal/conquest customers.

For more information visit http://www.foresightresearch.com.

Edit Module
Edit Module Edit Module
Edit ModuleShow Tags

Related Articles

Detroit Tigers Announce Partnership With Uber

With only two days until Tigers Opening Day at Comerica Park, the Detroit Tigers today announced a partnership with mobile ridesharing company Uber, naming them the team’s official ride-sharing company. This season, there will be a dedicated pick-up and drop-off zone for fans choosing to Uber to and from Comerica Park, located on the northbound side of the I-75 service drive, between John R and Brush Street.

Detroit Pistons and Henry Ford Health System Partner on Training, Rehab, and Sports Medicine Complex  

The Detroit Pistons and Henry Ford Health System today announced plans to build a new 100,000-square-foot training, rehabilitation, and sports medicine complex in Detroit’s New Center area. The site is bordered by Amsterdam Street, Second and Third Avenues, and a set of railroad tracks to the north. Construction is expected to begin this summer.

Ford Invests $1B in Argo AI, Works Towards Leading Autonomous Vehicle Market

Dearborn-based automaker Ford Motor Co. today announced a $1 billion investment in Pittsburgh-based Argo AI over the next five years, to develop a virtual driver system for the autonomous vehicle Ford has planned for 2021, and for potential licensing opportunities.

Meridian Winter Blast Set to Coincide With North American International Auto Show

The thirteenth annual Meridian Winter Blast, presented by Quicken Loans, has been moved up several weeks and is now scheduled to coincide with the final weekend of the North American International Auto Show — January 20-22.

Detroit Pistons to Move to Downtown in 2017, will Generate Additional $596.2M in Economic Impact

Agreements under which the Pistons will move to downtown Detroit and begin playing next season at the new Little Caesars Arena in The District Detroit, a $1.2 billion sports and entertainment development, have been announced today.
Edit ModuleShow Tags

Most Popular

  1. Architectural Engineering Firm to Open Detroit Office on Woodward
    Fishbeck, Thompson, Carr, and Huber, an architectural engineering firm in Novi with more than 60...
  2. Wayne State University Opens Geology Mineral Museum in Detroit
    Wayne State University today announced a new Geology Mineral Museum, which includes a collection...
  3. Robertson Larson Group Offers New Condo Development in Downtown Birmingham
    A new residential condominium development, called 750 Forest and located in Birmingham’s...
  4. 5Qs With Dan Carney, President of the National Kidney Foundation of Michigan
    Dan Carney has been president and CEO of the National Kidney Foundation of Michigan for over 30...
  5. Henry Ford to Offer Innovative Cancer Screenings for Dense Breasts
    In a first for Michigan, the Henry Ford Cancer Institute is introducing a new and advanced...
  6. Report: National, Local Business Leaders say Detroit Must Invest in Small Businesses
    The Kresge Foundation, a Troy-based private grant-making organization that supports social...