Just How Vital is F1 to Brand Marketing?

Formula 1 has long been viewed as a great platform for manufacturers to boost their fan image – but just how well do championship wins correlate with sales?

Since time immemorial, F1 has carried the image of simultaneously being a racing championship, a technical testbed, and a marketing platform. While the first two phenomenon’s are ever-present during the course of every annual championship, the third is a bit more difficult to nail down.

Fear not, dear reader, for we’ve set out number-hungry data-crunchers out to collect and parse all they can get their hands on – and they’ve returned with some interesting statistics.

It turns out, contrary to popular opinion, that brands like Mercedes don’t see that much of a return whenever one of their Silver arrows takes home the trophy at the end of the season. If anything, we’d be pressed to say that there’s no correlation between how well the teams do in comparison to how many cars leave the sales lot.

It’s hard to pin down what the precise cause is, but we’d wager that the veritable chasm between the performance of their road cars and the utterly experimental and outright insane power of the current season’s car makes it quite difficult for a consumer to imagine themselves purchasing anything remotely similar.

Alas, it appears that the main tactic driving luxury car sales is still all the bells and whistles thrown in that seduce you every time you dare yourself to look in their direction. Sure, you don’t need all that horsepower – but by god do you want it.

Suddenly, the pressure on the incoming regulations F1 seems a lot more justified. With no direct correlation between performance and sales, manufacturers must find other ways of securing funding – and if those winning payouts start to drop, the sport is in for some interesting rough patches in the near future.

While we’re unlikely to see any massive changes happen that’ll see the likes of Ferrari or Mercedes start selling their already niche cars at wholesale levels, perhaps there’ll be some crafty folk in marketing that’ll get us wanting to pony up the big bucks.

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