"Win on Sunday Sell on Monday............"
Long-time NASCAR fans are all to familliar with this mantra, the holiest grail of NASCAR marketing. But, was it a clever drum that NASCAR was beating? Too be sure, there was a time, when Ford was making '63 fast-back Galaxies, when racing and fan-made purchases was true. NASCAR and it its surviving participants quickly declare..................."there's still great VALUE in NASCAR......................." Excuse me? But, if there ever was (or is) great VALUE in NASCAR why is the sport and those who have attempted to capture this "value" now on the steps of the American poor-house?The NASH motor company was the first American manufacturer to wade into these value-laden waters in the very early '50's. Marshall Teague, master salesman that he was, simply walked into the Hudson compnay offices and convinced top brass they (Hudson) HAD to become involved in NASCAR, too. They did. Hudson AND Nash never made it out of the 1950's.........and neither did Marshall Teague.For the most part, it's been on long and broke record ever since...................Carl Kiekhafer/Mercury Outboard, Ford Motor, Chrysler, GM, STP, PurOlator, Wrangler, Goodwrench, Holly Farms, Warner Hogdon, JD Stacey, Chris Vallo, Andy Granatelli...................Bobby Ginn. All were seeking the mythical value. Evidentally, nobody found it, or they would still be reeling it in, especially now as the world economy is under the bus. Just think of the many sales the world's firms are loosing because they are NOT in NASCAR.............or that's how it's spun out of Daytona. WhatE-V-E-R.How many Ford pick-up trucks have you ever seen with a "3" tag? Or just how many motorists rushed down to a body shop that happened to spray DuPont paint, because Jeff Gordon won a race? Hmmmm? How many? That scenario may have NEVER happened. Coincidentally, I'm a DuPont automotive paint jobber, and was one before Jeffy came along. So far, in my 29 year carreer, I've NEVER had a paint sale that was in any way related to NASCAR activity. I'm also a CarQuest dealer, and nobody's beatin' my door down because long-time fan favorite, Mark Martin, is winning races.Will NASCAR participation aid BMW and Volkswagen's quest for an increased share of the North American automotive market? Do the potential buyers of these cars even know NASCAR exist? Do they care if a BMW wins at Martinsville? Will they rush to the nearest Auto-Haus and BUY one? I'm afraid it's a new world. The car crazy kids of the 1960's weren't replaced. Theyare skate-boarders, helment-wearing bicycyle riders, video-gamers, and tree huggers. Automobiles aren't the passion for this generation as they were for us baby-boomers. The NASCAR mantra won't work anymore, if it ever did.The cows have come home for NASCAR. For the first time in their 60 year history, in order to survive, auto racing must beome self supporting. No longer can it require two dollars spent for every single dollar won. It's gonna take more than the "car of tommorrow" to accomplish this. It demands an entirely new philosophy. NASCAR can and will chase other sugar-daddys and they may be successful, but it will be an ever shorter ride. Eventually, they will return to the point they're at right now.
Your Right Nascar Is Trying To Sell The Show And Sell It Bad But The Younger Croud Is Not Buying It Not Like We Did
Stock cars and main stream don't go together. In order to try and force it,nascar made rule changes and people changes,"polished up pretty boy drivers. " It's so far from where it began it is unrecognizable. Male models driving concept cars. I bet you can't find any grease under chad knaus's finger nails. But you know what ? I love racing so much I over look these things every sunday.
Great blog, Bobby! I posted this on my blog...thought it belongs here, too.Rest assured, Nascar is headed to an overhead cam, fuel injected spec engine in identical spec cars in hopes of making it easier to attract other manufacturers who have never had a "normal"...lol , "naturally aspirated", V8 engine. This model already exists with Indy...and has proven that it does not produce the same level of "brand loyalty" that "used" to exist in Nascar. The value of a major sponsorship in Indy is a fraction of that in Nascar. Some experts are now saying that Indy ...might be a better buy...because of the lower investment required to get into a major sponsorship position in that league.I still think the question Nascar has to handle is "What happens to brand loyalty in a faceless sport?" I personally do not think the direction they are headed in will accomplish the long-term financial gains they seek. If sponsors realize "the actual" numbers of fans who do not give a rat's petootee about whether their brand is on a cup car ...or not...they will continue to back down their involvement in Nascar. This econmic recession we have just been through (or that we are still going through) is a major blow for Nascar's long-range hopes. 'Cause it will give many sponsors an idea of what it's like to be out of Nascar.The path GM chose years ago worked in previous economic eras....but clearly does not work now. When they reorganize as a leaner company with new goals they will be stronger for it. I foresee a complete reorganization/overhaul of Nascar in the future...for the same reasons. But, the long range version of the sport wil still be "foreign" to those of us who grew up with the earlier version of the sport. I think (only my opinion) the only way this sport can return to it's former strength is when they actually race cars we can buy. But I think (again...only my opinion), the manufactures will have to produce a street version of a car we would want to drive....because it won on Sunday. Go find me a two door, rear whee drive, V8 carburated Impala. I'd have to check...but I believe one would have to go back a few decades to find one.Having said all that...I think the long-term solution lies in a totally differant area than is currently being pursued. I have heard Brian France say, "We are working with the team owners and sponsors to give them what they need and want." The fans of this sport drove it to where it is/was. If they are not buying the sponosr's products...the value of sponsorship goes down the tubes. Without the sponsorship, who is going to pay these guys millions of dollars for "loosing" races?Brand loyalty is earned....kind of like respect. It begins with guys who earn their position in racing...kind of like...go fast or go home.Hope I didn't ruffle too many feathers...but I would love to have the same passion for this sport I used to have...but I don't. Yep, I still watch...in between naps. And I realize the reason I sleep through most races "may" because I am a geezer. We geezer's need our naps.All this is why I started RacersReunion. I love meeting and getting to hear stories from my heroes. I love getting the opportunity to let them know there are millions of us "older" fans out there (and some younger ones) who like hangin with 'em. I love letting them know we appreciate the contributions they made to give us a sport we were so passionate about. I would love to see what we have started grow to a level that extends the celebrity of retired drivers and gives them an opportunity to gain from their past contributions. I would love to be able to not only bring recognition to their contributions and needs, but to create avenues to finacially assist those who need it. I guess one could say that I have found a new passion. I have not yet taken a nap during one of our events...or while I'm watching our interviews. I find myself driving thousands of miles for the opportunity to be among my heroes. Kind of make you go....Hmmmm.
Always a pleasure to read blogs here, good to see the stew getting stirred now and then.
BOBBY, YOU AND I BOTH KNOW THAT RACING IS NOT WHAT IT ONCE WAS, IT WAS ALMOST MAGIC TO SEE WHAT SOME OF THOSE OLD TIMERS COULD DO WITH A STOCK CAR! TODAY EVERYTHING IS STORE BOUGHT FOR THE MOST PART AND NO WAY CAN YOU WIN ENOUGH TO SUPPORT THE HABIT. MAN IF THERE WAS JUST SOME WAY TO CAPTURE THAT TIME AND PLACE AGAIN BUT IM AFRAID ITS LONG GONE. I HAVE DONE OK WITH MY RACING BUT I STILL LOOK UP TO MY DAD AS BEING A REAL RACE CAR DRIVER! THOSE GUYS FROM BACK IN THE DAY COULD GET IT DONE.