Ford shuns Stock and Super Stock support

[jwsamuel]

Originally Posted by Jesse Kershaw

They have enough resources to do both. Racing and performance parts is a win-win industry where people can be thrilled you have something to sell them and you can make great money doing it.

I have been on both sides of sponsorship and it is really not a win-win for all. The least important part of a racing sponsorship is the car on the track. What is most important is what the driver and team can do for them away from the track.

In the case of Ford, will dealers be excited to meet the driver during annual meetings and dealer conferences? Will the team be able to take a show car to dealerships and have the driver make public appearances at the dealerships and elsewhere whenever a national event comes to town? Will dealers and customers be able to follow the driver and team on TV?

I used to work for a company that has sponsored a NASCAR team for more than 20 years. At the time I worked for them, they had a driver who rarely won races but they were very happy with the driver because he was great with their customers. When they took him to a trade show to meet buyers from national store chains, the driver really knew how to interact with the buyers and make them feel special. He was also great with fans at the track.

Sponsors are more interested in what the deal gets them off the track than on.

Originally Posted by Jesse Kershaw

The money Ford is leaving on the table right now has me salivating at the opportunities.

Ford is not leaving any money on the table. It has the data that shows them where to put its money to bring the highest return.

[Ralph A Powell]

Ford is not leaving any money on the table. It has the data that shows them where to put its money to bring the highest return.

I Ford truly knew this they would not has wasted all the money they waisted on the LeMans program.

A Bob Lutz quote I heard him say in a meeting is.

Who wins in Sports Car Racing in the US is the answer to a question nobody asks!

[Jesse Kershaw]

Originally Posted by jwsamuel

Ford is not leaving any money on the table. It has the data that shows them where to put its money to bring the highest return.

Jim

I'm not going to debate the benefits of professional sponsorship and ROI, and that wasn't really the point of my comment, but I will say your statement about Ford not leaving money on the table is wrong.

Their performance parts division, that ran the CJ and all sportsman racing initiatives when I was there, is leaving tens if not hundreds of millions on the table. I have data and evidence in support of this statement. If they are an engine, every cylinder has a misfire code.

I don't believe for one second they don't have the resources to have happy customers, make money and build the brand. I've seen it, I've done it. And I know the amount of resources they have. Sportsman Racers feeling abandoned is not a resource issue.

[jwsamuel]

Originally Posted by Jesse Kershaw

I don't believe for one second they don't have the resources to have happy customers, make money and build the brand. I've seen it, I've done it. And I know the amount of resources they have. Sportsman Racers feeling abandoned is not a resource issue.

Please explain how sponsoring sportsman racers will help Ford sell trucks and SUVs.

How would it help build the Ford brand?

[bykr]

Originally Posted by jwsamuel

Please explain how sponsoring sportsman racers will help Ford sell trucks and SUVs.

How would it help build the Ford brand?

Really? It builds brand loyalty, dealer support,etc.

[jwsamuel]

Originally Posted by bykr

Really? It builds brand loyalty, dealer support,etc.

Among a very small group of people who are probably not among Ford's target market.

Why would dealers care? They want Ford to spend money that brings feet onto the showroom floor.

[Jesse Kershaw]

Originally Posted by jwsamuel

Please explain how sponsoring sportsman racers will help Ford sell trucks and SUVs.

How would it help build the Ford brand?

Jim

I apologize if I've said something that's sending you down this sponsorship path. I'm not taking about sponsoring sportsman Racers, I'm talking about producing and selling parts they want (including racecars), offering aftersale support, and in racing a contingency program with some tech support. If you buy and race a Ford you should have someone who can answer basic questions about what you bought. If there's demand for a Ford aftermarket part, Ford should be positioned to be first to market if they choose to produce it.

I saw first hand how contingency on the right parts made sales, and the subsequent loss of sales when that contingency was removed. (But some contingency is Goodwill)

In any year I'd give out between 30-50 x plan vehicle discounts to racers, many of whom were new to a Ford and usually bought trucks that were high margin. This is small potatoes but I also can't quatify the ripple effect which I know exists. Enthusiasts once engaged go a long way. I once helped sell a fleet of 500 trucks in California because I helped the business owner win an AMBR award with his Ford crate engine powered Street rod.

There are several sportsman I know who chose to race a Ford because of the support they saw and subsequently spent millions on cars and parts for themselves, their family, their businesses.

Both the Tascas and Skillmans have brought in New business by being at the track.

My point wasn't to sponsor sportsman Racers, but I don't agree that they don't present a vehicle sales opportunity.

I don't think I've met you before but I appreciate your passion. I hope whatever brand you're racing has parts to sell you, people to help you go fast, and a robust contingency program should you find the winner's circle. Best if luck to you this season.