The Motorcraft/Quick Lane association with Bob Tasca Racing represents an

entirely new methodology which leans heavily on new media to achieve long established goals.

Darryl Hazel, President of Ford Customer Service Division and Senior Vice President of Ford Motor Company, visited Old Bridge Township Raceway Park in Englishtown, N.J., to make a hands on appraisal of the program.

“I'm really impressed,” said Hazel, when asked about what he had seen so far. “The guys have done of a great job. The fan involvement, the level of interest; you look at the people who are here at the races are the type of people who buy are cars and buy are parts. It's exactly what we should be doing.”

The Motorcraft/Quick Lane association with Bob Tasca Racing represents an

entirely new methodology which leans heavily on new media to achieve long established goals.

Darryl Hazel, President of Ford Customer Service Division and Senior Vice President of Ford Motor Company, visited Old Bridge Township Raceway Park in Englishtown, N.J., to make a hands on appraisal of the program. 

“I'm really impressed,” said Hazel, when asked about what he had seen so far. “The guys have done of a great job. The fan involvement, the level of interest; you look at the people who are here at the races are the type of people who buy are cars and buy are parts. It's exactly what we should be doing.”

What Hazel says both Motorcraft and Quick Lane are doing is pushing forward with a program that puts them directly in front of both loyal customers and takes great advantage of new marketing methods.

“I actually believe that in this type of climate, this type of activity increases in importance. The reason I say that, is people have all sorts of choices as to what they do. Television and radio is not nearly as effective as it use to be. So, you really need to market more to people who have already demonstrated an interest in your product. And, that's exactly what we are doing. These people are here because they want to be here and they're interested in the sorts of things we do and it leads to a much better long term relationship.”

For the program, Tasca's victory in Gainesville wasn't nearly as important to Motorcraft and Quick Lane as it was to Ford Motor Company.

“We were ecstatic to see him win, but it was more for the crew, the team that he works with, because we've already done a really good job of interacting with customers. It certainly provides more credibility and the motivation to continue to do better. Earlier this week, Bob, III and the car were featured in the Wall Street Journal and an event they did in lower Manhattan right outside the stock exchange and I suspect if he hadn't won they might have picked somebody else.

“All in all, we are in it because we think it's good business.”

Geoff Smith, Motorsports Manager Quick Lane/Motorcraft, has noticed a surge in popularity following the win that translated into increased interaction at the company displays at the track.

“One thing I noticed being at the race was the increased number of fans that came to our trailer. Obviously, the more popular Bob becomes, and we think he is a tremendous spokesperson for the company and our brands,  the more brand recognition we get and that is what we are after,” said Smith.

“I will say this, the higher you qualify the more traffic you get in that event,” added Hazel. “So, qualifying higher is certainly a good thing and the highest form of qualification is winning the race.”

The efforts of Motorcraft and Quick Lane go beyond reaching out to loyal Ford fans. Fans are not the only individuals who make choices. When a customer goes looking for a part, its very important for Motorcraft for the salesman behind the counter to push the Motorcraft part over another manufacturer. Which is completely separate from the racing.

“The program we have here, which is Motorcraft/Quick Lane, is sponsored by the business unit. The racing is sponsored by the corporation and its more of a general corporate sort of thing. So, it really is two different management streams, two different budgets and what have you. Clearly we want to coordinate, but in this particular venue with this car, which you'll notice there is nothing on the car other than Quick Lane and Motorcraft, because its a partnership between Tasca Racing, and Tasca is totally Ford, and Ford Customer Service Division.

“What we are trying to do is figure out how to not only go deep with the marketing effort that we have here. But now we have 24 races, we are not all 24 races yet, the next thing you'll see from us is breadth. You'll see us do more, but still with this venue.  We may try to figure out how to open other audiences to it, as well.”

As the program progresses, Bob, who is quick to push the “win on Sunday, sell on Monday' attitude, is also out there selling the daily message to buy Motorcraft parts and service your vehicle at Quick Lane outlets. And, the more parts and services Tasca can help sell, the more successful the program.

 

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