Link between F1 success and car sales impossible to quantify

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A report in The Times stated that it is almost impossible to show a direct relationship between F1 and the sales at local car dealerships, raising the question why manufacturers line up to enter F1 when the results of their efforts are unquantifiable.

Mercedes, in association with the McLaren team commented with: "Sales show we are a successful carmaker and F1 is part of a multi-fold strategy that has attracted new, younger buyers. It is impossible to say what part F1 plays in that, though."

Dr. Mario Theissen of BMW, engine supplier to the Williams team was quoted: "If you are not going to win, you get a bad press. There's no better place to prove your performance than in F1. [Of the mainstream manufacturers] only General Motors and Volkswagen are not involved, so the consensus is that it's a good investment."

Richard Cregan of Toyota, who enters in 2002 gave their motivation for entering when he said: "We want to add another dimension. With F1 we can add technical excellence and performance and add a range of top-end vehicles to each of our brands."

Despite the manufacturers' belief, one analyst still questioned their involvement in Formula One when he said: "From a shareholder point of view there is no advantage and you can question whether it is really necessary. It costs 12 players about £1 billion a year, which is a hell of a lot of money for something where the impact is impossible to measure. But fear and vanity drive a number of companies who are worried that, if they are not in it, they may be missing out on that one extra bit of marketing that could boost potential. Porsche pulled out and is doing superbly without F1."

• FORMULA 1---WHY NO SAABS ??, bob, Mon, 16 Jul 2001 06:27:21
  • Re: FORMULA 1---WHY NO SAABS ??, Lou, Mon, 16 Jul 2001 06:57:18
    • But will GM join the F1 fray ? (look at the other mfg'ers in...), David & Julie, Mon, 16 Jul 2001 15:43:18
      • Here is another interesting view on the subject, unicycle, Tue, 17 Jul 2001 19:09:21 <-- Viewing This Message
      • Re: But will GM join the F1 fray ? (look at the other mfg'ers in...), Lou, Mon, 16 Jul 2001 16:54:38
        • Re: But will GM join the F1 fray ? (look at the other mfg'ers in...), russdog, Mon, 16 Jul 2001 17:20:53
      • Re: But will GM join the F1 fray ? (look at the other mfg'ers in...), russdog, Mon, 16 Jul 2001 16:42:21

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