Toyota Finds Its Groove With Racing Sponsorship
March 21, 2017 – MediaPost – There’s an expression that automotive dealers have long observed: “Win on Sunday, sell on Monday.”
Simply put, the cars that do well on the race track on Sunday are the ones that consumers will be interested in taking a look at the following week. It’s why automakers put big money into sponsoring racing teams. The average amount sponsors invest in a racing team is $15 million, according to UberMedia.
On Toyota’s 10-year anniversary, an UberMedia Business Intelligence Study quantified the Japanese manufacturer’s success of becoming integral to American racing culture. The 2017 Daytona 500 marked Toyota’s 10th year in the NASCAR Cup Series and a decade of integrating its sedan, the Toyota Camry, into American automotive culture.
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