ooooIYKYK, ISSUE #0007
I don’t want to read too much into it, but could it be we’re reentering a period where having passion for your car is coming back into vogue. For years, it’s been hard for car people to watch as brand marketers who just don’t get the idea of an automobile being the root of one’s passion throw all their budgets at trying to make influencers who don’t care about cars talk about their cars as if they care. The practice may net social media reach, likes and clicks, but I’d wager it all rings a bit hollow because you can’t fake passion. Commoditized clicks may sell cars here or there but making someone care about your brand builds repeat owners who stick around for a lifetime, proudly sharing that passion with their friends. If you’re not passionate, you need to trust those of us who are on this one… especially if you work in automotive marketing. The value of this won’t reveal itself in media impressions. Fortunately, it appears these sorts of activities are gaining more and more traction throughout the industry if this past seven day news cycle is your sample set.
It’s just one week of news mind you, but it’s worth shining a spotlight. I’m going to call out the brands coming up in my news watch during this period by doing something cool to inspire the passionate. Yes, Audi is amongst them. I’ll save them for last.
Broad Arrow to Host Exclusive BMW Sale at Concorso d’Eleganza Villa d’Este
BMW’s been a major force at Villa d’Este for years, introducing any number of concept cars there. That practice has been a credible way of injecting a brand that only really nailed its premium footing in the late 20thcentury into the world of über exclusive concours where pre-war Gatsby-mobiles tend to draw the most attention. With this BMW sale by Broad Arrow, BMW is moving one step further by reminding this very wealthy and very passionate clientele that their brand has serious and investment-worthy collector cars such as the M1 and 507. Those same buyers of course have daily drivers, and with an M1 like this one in your stable, it’s easy to see why an M-badged daily would also find its way into your garage.
Hyundai Debuts Hot Hatch INSTEROID Concept Car in Seoul
Okay, if you didn’t know that Hyundai sells an EV called the INSTER, the name is a puzzle. What’s not a puzzle is the cool factor of the concept. The PR is written to appeal to the gamer demographic, but the car is also clearly a nod to rally cars for which nostalgia of the great rallying era is rampant. Yes, it’s in an EV that can be more miss than hit amongst the automotive passionate. Still, the car is cool, and Hyundai has established itself as a credible leader in making EVs that speak to enthusiasts. That the car is also proving to be inspirational to young automotive designers on social media sites like Instagram should also be noticed.
Subaru of America Returns as Title Spnosor of SubieEvents Enthusiast Series
If you heard Jerry Seinfeld on The Smoking Tire Podcast recent 999th episode (congrats Matt and Zach), you heard the comedian and longtime prominent car collector expound upon Subaru getting it… and they do. One example of Subaru’s getting it is their choice to throw sponsorship budget and support at SubieEvents and their calendar of six brand enthusiast events. Rather than getting caught up in whether “Subie” is proper use of the brand name or whether the audience matches their ad agency’s target fantasy buyer, Subaru embraces real owners who see their cars as a lifestyle choice. No doubt Subaru’s investment helps improve the experience for all, and it helps increase viability of organizations like SubieEvents who are there to transform the Subaru curious into repeat buyers.
Toyota Teases Updated GAZOO Racing GR Corolla Test Mule Going into Formula Drift Long Beach
In the hot hatch space, there are few cars as exotic as the GR Corolla. Its very powerful yet very small displacement engine, mechanical Torsen differential and excellent drivetrain make no sense to brands cherry-picking only the volume segments, so it’s notable that Toyota took a risk on the GR Corolla. It’s even more notable that the GR branding comes from GAZOO Racing that’s been managing the brand’s Le Mans program and other European racing for years, or that they’re teasing the car ahead of Formula Drift in America’s biggest car market Los Angeles. The GR Corolla won’t be Toyota’s best seller. However, parked at a Cars & Coffee event, it drives more passion than anything else in the brand. Just ask Motor Trend’s Jonny Lieberman who gets access to literally everything exotic and yet still spent his own money on one.
Honda Racing Launches Memorabilia Business Selling Historic Artifacts like F1 Engines and Parts
Honda’s racing division is getting into the memorabilia business, with stated intent to sell everything from signed merchandise, limited-edition collectibles and rare artifacts. What kind of rare artifacts you ask? How about a historic RA100E V10 F1 engine once installed in one of Ayrton Senna’s F1cars during the 1990 season? The latter will be auctioned during Monterey Car Week, and it’s a fascinating way to use treasures piling up in brand warehouses to further flame the fires of passion for the Honda brand at car enthusiast events such as Monterey and beyond.
Audi Sport racing legends Set to Sell and Support Vintage Racing with R18 LMP1 and RS 5 DTM Cars
This has been covered more in-depth on this ooooIYKYK HERE, but the basics are this. Like Honda, Audi has a treasure trove in storage. At Audi, the trove is heavily laden with more recently top-level championship-winning racecars taking up space. Virtually all the cars from this era are still retained by the factory, not just the ones that won Le Mans or outright championships. One reason they haven’t been sold to date is the complexity to run them. By selling them off to select clients, Audi aims to create a business unit, Audi Sport racing legends, that will support buyers wealthy enough to indulge at this level. The results will be more legendary Audi racecars on the grids of vintage racing series and in exclusive events around the globe. That’s a win whether you’re rich enough to partake in the service, or simply an appreciative attendee who gets to see these cars on track, or encounter Audi Sport staff and even racing legends at events. Though it didn’t make their press release, the event held in association with the announcement included Tom Kristensen, Dindo Capello and even Dr. Wolfgang Ullrich.
Bravo to all brands involved. For those passionate about the automobile, it’s moves like this that are a breath of fresh air and a reminder of why we invest so much of our time and money into this “hobby”.
NEXT UP: THIS WEEK’S NEWS & FEATURES
DON’T MISS UPCOMING EVENTS
04.02-13 – Goodwood Member’s Meeting, Goodwood Estate, UK 🇬🇧 – Vintage Racing
04.05-06 – British GT Championship, Donington Park, UK – GT3
04.06 – 43i Cruise-In Celebrating Ken Block, Petersen Automotive Museum, Los Angeles, CA – Enthusiast Event
04.10-13 – GT4 European Series, Circuit Paul Ricard, France – GT4
04.11-13 – F1 Gulf Air Bahrain Grand Prix, Bahrain International Circuit, Bahrain – F1
04.11-13 – GT America, Long Beach Grand Prix, USA 🇺🇸 – GT3
04.11-13 – GT World Challenge / GT World Challenge Asia, Sepang International Circuit, Malaysia – GT3, GT4, TCR
04.11-13 – GT World Challenge Europe, Sprint Cup, Brands Hatch, UK – GT3
ALL WEEK – People’s Champ: The Impact of Ken Block at The Petersen Museum, CA – INFO
Know of an Audi-themed event that hasn’t been included? Drop a note in the comments below or via a PM to one of our @ooooIYKYK social channels.
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