Tasca Racing Returns to NHRA
Long-time drag racing fans will see a familiar name rocketing down the quarter mile at NHRA tracks this season. Ford Customer Service Division brings its Motorcraft brand back to professional drag racing, and this time it's bigger than ever.
Motorcraft and Ford's growing national network of Quick Lane Tire & Auto Centers are joining forces to launch a major marketing initiative for the 2008 NHRA season that will include primary sponsorship of the Shelby Mustang Nitro Funny Car of Bob Tasca III and Tasca Racing, along with a major interactive trackside presence at 14 NHRA events.
"The Motorcraft name still resonates strongly with NHRA fans. They expect us to be here," said Al Giombetti, Ford Customer Service Division executive director. "And I’m very excited about bringing Quick Lane Tire & Auto Centers aboard, because of what the brand promises. Like the NHRA, Quick Lane Tire & Auto Centers are all about being the best and the fastest."
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“Today’s busy consumer demands quick, convenient automotive service that fits around their hectic schedule,” added Giombetti. “The Quick Lane model was built from scratch with one thing in mind—our customers’ busy lives. That's why you never need to schedule an appointment. While the franchise is fully backed by Ford Motor Company, we've developed a model that allows us to service all makes and models, allowing us to reach a broader audience.”
The NHRA effort will compliment FCSD’s on-going sponsorship of the Wood Brothers’ No. 21 Ford Fusion in NASCAR’s Sprint Cup Series in ‘08. Surprisingly, the two series enjoy very little crossover in their fan base, with statistics showing that less than 12 percent of NASCAR fans follow NHRA racing.
“Drag racing fans are the hands-on people that do much of the work on their cars and are very loyal to the sponsors that support the series,” said Giombetti. “They’re also considered the automotive experts by their neighbors, friends and co-workers. They’re the go-to people, influencing decisions on what parts to buy and where to have maintenance done. Adding them to the Motorcraft and Quick Lane teams will help to further expand our reach beyond the racetrack.”
Along with sponsoring the Tasca Racing Shelby Mustang funny car, FCSD is launching a very aggressive brand awareness campaign with a huge trackside presence in the form of the Motorcraft/Quick Lane Racing Experience. The massive display, spreading over half a football field, will let race fans connect with Motorcraft, Quick Lane and Ford Custom Accessories in a unique way.
Visitors may sign up to race virtual dragsters, compete against the clock while changing tires and oil filters, and spin the Ford Custom Accessories wheel for a chance to win valuable prizes. Fans may also pick up Motorcraft and Ford Custom Accessories catalogs and branded merchandise, and Motorcraft and Quick Lane representatives will be offering up plenty of other free giveaways, including discount coupons for Motorcraft products and services at local Quick Lane Tire & Auto Centers.
“We expect that the Motorcraft/Quick Lane Racing Experience will become the place to be at the races,” said Giombetti. “It will be the destination, with fans looking forward to seeing what’s going on at Motorcraft, Quick Lane and Ford Custom Accessories.”
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