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 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.

Ford, UAW-Ford Invest $6M in Motown Museum Expansion

In what will distinguish the company and the union as the lead donor for the project, Ford Motor Co. and UAW-Ford have announced plans to make a $6 million investment in the Detroit-based Motown Museum’s $50 million expansion.
Edit ModuleShow Tags

Most Popular

  1. Muer’s Table + Bar Coming to Partridge Creek in Clinton Township This Spring
    Muer’s Table + Bar, a restaurant following in the heritage of the Muer family, will open for...
  2. Downtown Detroit Partnership Announces Redesign for Capitol Park
    The Downtown Detroit Partnership, in collaboration with the city of Detroit, today announced its...
  3. Ferndale’s GreenSpace Café to Host First Vegan and Vegetarian Speed Dating Event in Michigan
    Ferndale-based GreenSpace Café, a plant-based vegetarian and vegan restaurant owned by Dr. Joel...
  4. Entrepreneur-YOU Conference Set for March 15 at Walsh College in Troy
    Registration is now open for the sixth annual Southeast Michigan Women’s Entrepreneur-YOU...
  5. Barton P. Buxton Named President and CEO of McLaren Oakland
    McLaren Oakland, a 328-bed medical center in Pontiac, has announced the appointment of Barton P....
  6. Livonia-based Pet Supplies Plus Plans to Add 60 Stores This Year, Grow to 450 Locations
    Livonia-based Pet Supplies Plus, the nation’s largest pet franchise, today announced it will...