Exploring the Importance of Motorsport in Europe31/10/2009

Importance of Motorsport in Europe

While Formula One may be holding its finale race of the season in Abu Dhabi this weekend, Bridgestone takes a look at the impact of Formula One and motorsport in one of its key European markets, Italy. In this next feature, Marco Galbiati, Managing Director of Bridgestone Italy, joins Hiroshi Yasukawa, Director of Bridgestone Motorsport, to give his opinion of how motorsport plays a key role in the marketing strategies of a Bridgestone sales company.

Hiroshi Yasukawa (HY): I understand that Bridgestone Italy has been working hard to gain good sales results, despite the recent difficult economic situation to which everyone is paying attention. What is the secret behind this recent success?
Marco Galbiati (MG): Bridgestone Italy is working very hard to reach our sales targets, moreover during this difficult economic situation it is key to have a well balanced marketing mix and a focused sales channel strategy. We are able to offer products with great performance which are developed taking into consideration consumer needs. Moreover, we exploit all sales & marketing assets at our disposal in order to create additional value for our customers.High Research & Development investments, especially those linked to F1 technology, Bridgestone’s attention to road safety and environmental themes are very positive aspects which allow Bridgestone to gain more and more acknowledgement amongst the trade and our end-users.

HY: Bridgestone Italy has been and continues to be a positive supporter of motorsport activities in the past. What do you think is the most effective way of utilizing motorsport in our sales activities?
MG: In this difficult economic situation, motorsport represents a really valuable asset and for Bridgestone in Italy it is important to exploit this tool. Of course, in Italy the popularity of football is high but the attention given to Formula 1 is also high and Moto GP fans are increasing. Bridgestone has a great opportunity to exploit these opportunities and at a local level we promote the Bridgestone brand together with motorsport, not only F1 and Moto GP but also through the use of Ferrari showcars, Ducati and Yamaha showbikes and factory tours with our key customers. Motorsport tools offer the possibility to involve our customers in a unique environment, making them feel this amazing atmosphere. Motorsport provides a strong brand and product image and the Bridgestone brand has a unique position in being the sole Official Tyre Supplier in the key categories.

HY: Has Bridgestone’s brand awareness increased by utilizing motorsport?
MG: Yes, indeed. Thanks to Bridgestone’s commitment in motorsport, both our aided and unaided awareness have clearly increased. Bridgestone brand awareness has been steadily increasing in comparison to our main competitors in the Italian market.

HY: So contact with the end-users has also increased through the use of motorsport?
MG: Motorsports, both F1 and Moto GP, offer real possibilities to get in direct contact with end users, especially during Italian races (at Monza, Mugello and Misano for example), so I would definitely say that it has helped our relationship with end users. But it’s not just at race weekends. Events such as the Motorshow in Bologna give end users the opportunity to get in contact with the Bridgestone brand and Bridgestone people directly.

HY: Is it fair to say that Bridgestone’s motorsport activities contribute to tyre sales in Italy?
MG: The increase in brand awareness of our end users has certainly helped to increase spontaneous requests for Bridgestone products. In actual fact, the purchase process is strongly influenced by the dealer, and that is why Bridgestone Italy develops trade marketing activities exploiting our Formula One assets. It is important that the dealers can experience the direct link between Bridgestone and the F1 world.

HY: Is there any effect on your ability to recruit good, new staff?
MG: Thanks to F1, Bridgestone has solidified its image as a dynamic, innovative and high technology multinational company, gaining more and more appeal in the market. This is helping the recruitment process as well as talent retention. And for the market, F1 is one of the best tools to raise brand awareness as it provides a really positive image of Bridgestone and its products. Bridgestone stands for technology, safety and performance and the company’s core business is represented at its best thanks to our F1 commitment.

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