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Untitled Document
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Why We Race |
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As one of the most successful competitors in the worldwide arena of motorsports, General Motors participates in racing to win both on the track and in the marketplace. Racing not only provides a dynamic showcase for GM vehicles, but also demonstrates GM's advanced technology in design, development, and manufacturing. The race track is a platform where brands compete for the loyalty of customers. It's where engineering, marketing, and business skills combine to produce tangible results. And, it's where winning shouts success for GM's technical resources, the capabilities of its people, and the superiority of its products.
“There are five key reasons why GM participates in racing. Each reason addresses a specific aspect of motorsports, and together they constitute the five pillars that support GM’s total business approach to racing." -- Mark Kent, Director of GM Racing. |
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TRAINING GROUND FOR GM ENGINEERS |
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Racing provides a dynamic training ground for GM engineers. There is no better place for them to exercise their minds and expand their abilities than in this demanding arena. The lessons of racing are clear: You must have commitment and focus. You must be ready on time. You must solve problems quickly and effectively. Teamwork and communication are paramount, and there is no time for excuses. You must control your own destiny and make tough decisions. Most important, the winner takes all in racing. |
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TECHNOLOGY TRANSFER |
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Technology transfer is a two-way street. Racing has introduced improvements in suspensions, brakes, engines, aerodynamics, and safety, but there also are instances where production car technology has improved race cars. People also represent a form of technology transfer. The knowledge and experience that a GM engineer gains in racing can be applied to mainstream production vehicles; and the advanced technology that is used to design and manufacture new GM cars and trucks can accelerate the development of racing vehicles. |
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EMPLOYEE ENTHUSIASM |
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People want to compete. People want to be winners. Those are simple elements of fundamental human nature. There is a strong competitive spirit within GM, and success in racing produces a vibrant esprit de corps. GM is not a sponsor of racing, but rather an active, engaged participant that produces the cars and components, and provides the technology that's essential to the sport. |
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MARKETING BENEFITS |
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If racing did not exist, auto manufacturers would invent it as the perfect marketing platform. It is a sport with compelling marketing benefits that are all about the product. Passionate race fans buy cars and trucks at a higher rate than average consumers. They have a higher consideration for sponsors’ products, and they are considered experts by friends and family members making purchase decisions. Motorsports generates revenue for GM through licensing and it also drives sales at GM dealerships that use racing to promote their business. |
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HIGH-PERFORMANCE PARTS SALES |
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Racing provides GM with an opportunity to sell heavy-duty and high-performance parts. GM engines and vehicles are the overwhelming choice of grassroots racers and enthusiasts alike; and this has made GM Performance Parts the leader in over-the-counter components and engine assemblies. Being involved in motorsports provides our customers with strong links between the products we race and the products we sell. |
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