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

Motown Museum Celebrates Founders Day with Special Offer

The Motown Museum in Detroit will offer adults two Museum admission tickets for the price of one, and free admission to kids 12 and under in celebration of the late Motown Museum founder Esther Gordy Edwards’ birthday.

Dearborn Sausage Co. Adds New Chicken Products

Dearborn Sausage Company has developed five new fully-cooked, low-calorie chicken sausages for grilling outside or preparing inside, or using in other recipes.

Tom Gores, Dan Gilbert Plan to Bring Major League Soccer to Detroit

Detroit Pistons owner Tom Gores and Cleveland Cavaliers owner Dan Gilbert announced today they are partnering to bring a Major League Soccer club to downtown Detroit.

Beaumont Pediatric Rehabilitation Center Opens in Macomb Township

Beaumont Children's, part of the Beaumont Health system, has opened a children’s rehabilitation service center in Macomb Township.

Detroit Zoo Plans Spring Pet Adoption Event in May

The Detroit Zoo and Michigan Humane Society, in collaboration with more than 40 local animal welfare organizations, will host the spring 2016 Meet Your Best Friend at the Zoo May 13-14.
Edit ModuleShow Tags

Most Popular

  1. Detroit-based Create-Your-Own Burger Restaurant Opens in Garden City
    Detroit-based Great Lakes Burger Bar, which offers create-your-own burgers with a variety of meat...
  2. Historic Church to Reopen as Condominiums Near Downtown Milford
    The Bell Tower, a new housing project near downtown Milford, includes the redevelopment of the...
  3. Link Detroit Completes $21M Project Connecting Walking, Biking Paths
    The partners of Link Detroit have completed a collection of five projects connecting 20 miles of...
  4. Renovations, Repairs Continue on Detroit Yacht Club; Benefit Planned
    The Detroit Yacht Club Clubhouse on Belle Isle is continuing to undergo restoration projects this...
  5. Detroit Custom Furniture Company to Open Retail Shop in Detroit
    Custom furniture and home goods maker Mutual Adoration will launch a retail shop at its workshop...
  6. Report: Transportation Jobs in High Demand in Michigan
    With nearly 565,000 workers in transportation-related occupations in Michigan, one-fifth are over...