Win on Sunday, sell on Monday. This phrase was coined by legendary US Ford dealer Bob Tasca Sr. in the 1960s. The statement alluded to motoring consumers being greatly influenced by how a particularly vehicle manufacturer performed on the racetrack on the weekend prior, says Rogerwilco’s John Harvey.
To some extent, that maxim still holds true, particularly in America where NASCAR dominates the ratings. In fact, a few years ago the instruction came down from NASCAR governors that manufacturers should revamp their racecars to more closely resemble the products sold to consumers.
The move proved a master stroke, as race fans felt a greater emotional connection with the various car manufacturers.
However, there is also a school of thought that suggests times – and cars – have changed too significantly for fans to continue to identify with the customised machines let loose on the racetrack.
With aerodynamics and safety features being pivotal to the composition of a racing car, the vehicle differs from the dealership model in everything but name. Accordingly, fans would rather lend their support to a driver or even a sponsor than the actual manufacturer.
This perspective seems to have some legitimacy, particularly in respect of the exodus of manufacturers from the marquee Formula 1 series. While the likes of Honda, Jaguar and BMW performed reasonably well in F1 in the early to mid-2000s, ultimately these manufacturers felt that other series – ones in which the vehicles on display were in more in keeping with the design of road vehicles – would be far better suited to their purposes as a marketing strategy.
Then again, if ever the “win on Sunday, sell on Monday” mantra has been proved it is in South Africa. In September this year, Toyota SA delivered its one millionth Toyota Hilux, and few could argue that the Hilux’s performance in both local and international rallies has been instrumental in these impressive vehicle sales.
Giniel de Villiers has done wonders for the Toyota brand by virtue of his stellar performances in the Dakar Rally, as would have been the case when he won the Dakar in his Volkswagen Race Touareg. Consumers’ interest in new or pre-owned Volkswagens would surely have been at an all-time high.
From a marketing perspective, life is obviously made considerably easier when motoring clients perform well on the track, even if that does not translate directly into sales.
The point is a win or higher placing in a race is always going to be good publicity, and marketers should be quick to pounce whenever their charge raises the checkered flag.