Nov 12, 2010 at 02:57 PM
written by Dan Carney,

Automakers Muscling Into Extreme Sports

“If you think you’re going through hell, keep going!” That’s a popular sign held by supporters at endurance sports events such as this fall’s Ford Ironman Florida and the New York City Marathon, exhorting competitors to persevere.

Big car companies are hoping that the camaraderie forged by the hellish fires of these competitions applies not only to competitors, but also to companies that support the racers through their sponsorship dollars.