Jul 02, 2012 at 07:01 PM
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Drive One Of These Cars? You're More Likely To Be Influenced By Motorsports

Audi, BMW, Chevrolet, Honda, Jeep and Mercedes Benz. That's according to Rochester, Michigan-based automotive market research firm, Foresight Research, which released its 2012 Automotive Marketing Communications Study today.

Foresight interviewed 7,851 new vehicle buyers in the US over the course of two years, 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.

    "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," Steve Bruyn, CEO of Foresight Research said. "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."

    To read more, visit ForesightResearch.com.

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