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Perhaps GM's beancounters have a slightly more accurate calculator than their compatriots at DCX,Ford and Toyota. Formula One requires cubic yards of money to even make the grid, let alone be competetive. Ferrari and McLaren are both reported to have budgets this year of over $275 million dollars. Backmarkers like Minardi blow over $50 million to not make the grid or at best finish 5-6 laps down. F-1 is such a closed club with no real competition spread equally among the field, that the risks of falling on your face are significantly higher than the possible rewards of finishing third or fourth. Note that I didn't say first or second, because those finishing places are already spoken for.
Even though Ford is in F-1 through it's Jaguar holding, I think Bobby Rahal is glad he still kept his night job. Evena team like BAR that threw huge amounts of money in to buy ouy the Tyrell team, then totally renovate and expand the facility, have nothing to show for it.
In GM's case, the sector of the market that would be most impressed with a corporate showing in F-1 would be the European market. The USA could give a hoot! F-1 has negligible market share here, and low TV ratings. It's not a series that Americans can relate to. Drivers names are not household items( unless you count Heinz Harald Whatchamacalit). Other sponsors in F-1 are companies that most Americans have never even heard of. What the heck is a Zepter?
Since it is GM of Europe that is hemoraging, (and I might add responsible for recent cutbacks at Saab), the last thing that they need right now is another hole in the dike. One double decker motorhome/team transporter would put them under.
If you are going to use racing as a vehicle to build buyer awareness and brand loyalty, it pays to do it in markets where you have a reasonable chance of success.
It also should not break the bank. Let's see how long Ford and Honda stay in without winning. Even DCX has it's breaking point. The Mercedes name can be taken off those Ilmor engines as quickly as it appeared on them. Only BMW seems to have an unlimited budget,along with Ferrari, to sustain a loosing streak.
Written by a former Formula One fanatic who now prefers the fried chicken and Budweiser aroma of a NASCAR race to F-1.
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