Racing heritage in automotive brand image

racing heritage

McLaren racing car 2014

An article on Luxury Daily stated an interesting question: How thoroughly should a car brand’s racing traditions be woven into a brand’s image? Does a ‘racing image’ attract or reject customers?

“The first thing many brands do is build a performance model to prove quality, sustainability, longevity and to show that it can compete,” said Lauren Fix, automotive expert. “Almost all brands raced in some form and period,” she said. It creates a following and ….

… it shows that they want to build a relationship. “A lot of technology that’s in cars today comes from racing. That’s how it’s tested and how automakers know what works and what doesn’t work.”

Since the rise of social media, racing activities can often dominate a brand’s page, but they are seldom overbearing because they remind fans of the brand’s many dimensions, the article stated. Without social media, ordinary fans might overlook the vast resources a brand pumps into racing endeavors.

But let us take a look at the car brand McLaren. McLaren is a little bit the odd one out under the luxury carmakers as it tries to establish an identity outside of racing. The car brand faced the challenge of creating a recognizable McLaren image after its relaunch as an automotive brand in 2011.

racing heritageMcLaren Automotive will return to the International Geneva Motor Show this year. It will present its fastest, most engaging, best equipped and most beautiful series-production supercar yet: the 650s Coupe. Designed and developed to give “the enthusiast driver the ultimate in luxury, engagement and excitement.”

What do you think, does this coupe has enough McLaren racing heritage?

racing heritage

Leave a Reply

Your email address will not be published. Required fields are marked *