Adam has been a race fan since the first time he went through the tunnel under the Daytona International Speedway more than 30 years ago. He has had the privilege of traveling to races all across the state of Florida (as well as one race in Ohio), watching nearly everything with a motor compete for fame and glory, as well as participating in various racing schools to get the feel of what racecar drivers go through every week.
Adam spent several years covering motorsports for Examiner.com., where he had the opportunity to see the racing world from behind the scenes as well as the grandstands. He invites everyone to follow him on Twitter, Facebook, and Google Plus, and looks forward to sharing his enthusiasm for all things racing with the readers of SpeedwayDigest.com.
Be sure to tune in for his sports talk program, Thursday Night Thunder, where he discusses the latest in motorsports news with drivers, crew members, and fans. The show takes place (almost) every Thursday at 8:00 pm EST on the Speedway Digest Radio Network.
Contact Adam: Email
Formula DRIFT renews partnership with GT Radial
Formula DRIFT has renewed its partnership with GT Radial for another three-year term to provide tires to teams in the PRO Championship through the 2025 season. Additionally, GT Radial has extended its agreement to remain the Official Tire of PROSPEC for another two years, taking it through the 2024 season.
Joining PROSPEC in 2021, all drivers will continue to compete on GT Radial Champiro SX2RS tires, which are made at the company’s plant in Chester County, SC.
For the 2023 PROSPEC Championship, the teams will again compete in four rounds, with the first scheduled for May 12-13 at Michelin Raceway Road Atlanta. The season finale will again take place at Utah Motorsports Park on September 14-16.
2023 FORMULA DRIFT PROSPEC CHAMPIONSHIP SCHEDULE
Englishtown Raceway Park
World Wide Technology Raceway
St Louis, MO
Utah Motorsports Park
In the Formula DRIFT PRO Series, GT Radial clinched second position in the 2022 FD Tire Cup, which awards points to top finishers for each tire brand. After finishing fifth in its first year, GT Radial rose to third last year before securing second at the Final Round of 2022. This was largely thanks to strong performances by drivers such as Jeff Jones, Travis Reeder, Kazuya Taguchi, Chris Forsberg and more.
“Formula DRIFT has proven to be an excellent showcase for our ‘American-engineered, American-produced’ Champiro SX2 RS tires, so we are thrilled to renew our partnership,” said Mike Meeiem, Motorsport Manager for Giti Tire USA. “Team members at our South Carolina plant take great pride in the performance of their tires in the world’s most demanding drift competition, and they had a lot to cheer about this year.”
The series organizers are equally upbeat about the continued partnership: “We’re extremely pleased to have GT Radial commit to another three years with Formula DRIFT and continue to support PROSPEC for at least another two,” said Ryan Sage, President of Formula DRIFT. “As we continue to promote the importance of PROSPEC to ensure a strong contingent of qualified drivers able to be promoted to the FD PRO Championship each year, it’s good to know they’re using some of the best tires available to prepare the drivers for the next step in their careers.”
WeatherTech Racing will compete in the GTD Pro category for the 2023 IMSA WeatherTech SportsCar Championship kicking-off with next month’s season-opening Rolex 24 At Daytona, Jan. 28-29.
Jules Gounon (France) and Daniel Juncadella (Spain) will drive the No. 79 WeatherTech Racing Mercedes-AMG GT3 with Mercedes-Benz of Billings, Montana support for the 2023 season. Maro Engel (Germany) will join for the endurance races with Cooper MacNeil (Hinsdale, Ill.) coming onboard for the Rolex 24 At Daytona.
MacNeil will run a reduced schedule with only the Rolex 24 At Daytona at this time and will take on more of a management role with the team throughout season. The Proton Competition crew, headed by Christian Ried, will once again direct the program.
“We are happy to announce that Jules and Dani will be running with us for the full IMSA WeatherTech Championship in 2023,” MacNeil said. “I consider them to be among the best Mercedes-AMG GT drivers in the world. Last year we had a parade of drivers through the car and couldn’t really compete for the championship. Maro will join us for the longer races and adds a wealth of knowledge to the team. With our strong support from Mercedes-AMG, those three guys driving the car, and WeatherTech/Proton Racing spearheading the operation, I like our chances every weekend in the GTD Pro Class. I have won Petit Le Mans three times, Sebring twice, finished on the podium at the 24 hours of Le Mans three times, and a few championships along the way.
“In 2015 we finished second at Daytona, so the Rolex 24 is one of the last events to win on my racing to-do list. I will forever love the sport of racing but after 15 years it is time for me to turn the page and focus on the more important things in life like family and work at our company.”
For Gounon he is thankful and ready for 2023. The Frenchman had a very strong 2022 winning the Spa 24 Hour, Bathurst 12 Hour, Kyalami 9 Hour, and the GT World Challenge Europe Endurance Championship.
“I’m amazed and thankful to Cooper and David MacNeil to trust Dani and myself to take over the No. 79 WeatherTech Mercedes-AMG GT3 in the IMSA GTD Pro Class for 2023,” Gounon said. “We will give it our all to get the WeatherTech Mercedes-AMG GT3 to the front and get a big trophy at the end of the year. I think the line-up we have with Dani and Maro is very strong, and we will be very good with Cooper at the Rolex 24 as well. We all complete each other in different areas. We really make a great team. I really enjoy their company and am looking forward to a great year.”
Teaming with Gounon in 2022, Juncadella won the Spa 24 Hour, GT World Challenge Europe Endurance Championship, Indianapolis 8 Hour, and won the Intercontinental GT World Challenge Championship last weekend.
“I am super excited, next year is shaping up to be one of the most exciting chapters of my career,” Juncadella said. “It was a last-minute call for Daytona last year and then it turned into a couple more races with Cooper in the WeatherTech Mercedes-AMG GT3 which was fun. It was surprising to me, I discovered IMSA is one of the most exciting championships happening around the globe right now. It is great that we have managed to get our deal together to run the whole season with Jules for 2023 and WeatherTech Racing. On top of that, having Maro in the car for the endurance races and Cooper for the Rolex 24 puts the cherry on top. We start with the big race first the Rolex 24. We were competitive last year; we now have to bring it to the finish line.”
The 2023 IMSA WeatherTech SportsCar Championship season will start with the traditional Roar Before the 24 test at Daytona International Speedway, January 20-22. The 81st running of the Rolex 24 At Daytona will take the green January 28.
For more information on WeatherTech Racing, including race recaps, photos and team gear, please visit the team site at www.WeatherTechRacing.com.
CrowdStrike Racing is taking a competitive step up in the IMSA WeatherTech SportsCar Championship for 2023 with a new LMP2 effort that will kick off with the Rolex 24 At Daytona on January 28-29.
CrowdStrike Racing with Algarve Pro Racing (APR) will contest the IMSA Michelin Endurance Cup rounds for the new season. George Kurtz will be one of the drivers in the No. 4 ORECA 07-Gibson LMP2 entry for the four premier races on the IMSA calendar: the Rolex 24, Mobil 1 Twelve Hours of Sebring, Sahlen’s Six Hours of The Glen and the 10-hour Motul Petit Le Mans.
“This is a big step forward for the growth of CrowdStrike Racing,” Kurtz said. “I really enjoy long-distance endurance racing and the challenges it presents. These races will test the team and drivers on the same track used by some of the top competitors in the world. The team aspect of endurance racing is important to me – for success to be achieved, everyone must do their job. It’s one way the world of business matches the world of racing. I can’t wait to get started with our new team.”
For the previous two seasons, Kurtz competed in the LMP3 class with IMSA team champion CORE autosport. Kurtz was part of the driver lineup that recorded a Sebring victory to go along with additional podium finishes. He also drove in the championship-clinching race at Petit Le Mans. Kurtz enters the 2023 season with solid momentum following an overall victory at the 25 Hours of Thunderhill in an LMP3 entry from CrowdStrike Racing by Riley Motorsports.
The lineup for the CrowdStrike Racing by APR entry is very strong. Joining Kurtz for each of the four long-distance races will be drivers Ben Hanley, the Rolex 24 LMP2 winner in 2020, and Matt McMurry, a two-time IMSA champion, LMDh test driver and engineer who won the 25 Hours of Thunderhill with Kurtz. Esteban Gutiérrez, former F1 driver and current ambassador for the Mercedes-AMG Petronas F1 team, will round out the lineup as the fourth driver for the Rolex 24.
The driving roster will share an ORECA closed-top prototype with a minimum weight of 2,050 pounds (930 kg) and power coming from a 4.2-liter Gibson V8 engine that produces in excess of 600hp.
CrowdStrike Renews IMSA Official Partnership
The move to LMP2 coincides with CrowdStrike’s second season as an Official Partner of IMSA and as the presenting sponsor of the WeatherTech Championship’s Endurance, Teamwork and Speed Award for Michelin Endurance Cup events.
The honor recognizes the team in each IMSA WeatherTech SportsCar Championship class that demonstrates the unique qualities needed to be successful in long and grueling IMSA endurance races. Earning this award requires the powerful combination of performance on the racetrack and on pitlane by demonstrating:
- Endurance: Running at the finish of the race;
- Teamwork: The most efficient time on pitlane, putting a premium on efforts by the driver and crew;
- Speed: A car’s best qualifying time and fastest race lap.
The philosophies within the Endurance, Teamwork and Speed Award mirror how CrowdStrike approaches its role as one of the world’s leading providers of cybersecurity services. In racing, as in cybersecurity, success comes from delivering superior performance, having a relentless, team-based focus on execution, and understanding that the clock doesn’t lie — speed matters.
In addition to sponsoring the Endurance, Teamwork and Speed Award, CrowdStrike’s IMSA partnership will also include on-track signage at the Michelin Endurance Cup tracks such as Daytona International Speedway. CrowdStrike will also host exclusive IMSA VIP experiences for CrowdStrike VIPs and guests at select WeatherTech Championship races throughout the season.
The Rolex 24 At Daytona is scheduled for Jan. 28-29 from Daytona International Raceway. The race will stream live on Peacock with coverage on NBC and USA throughout the weekend.
BEN HANLEY – NO. 4 CROWDSTRIKE ORECA 07-GIBSON LMP2: “First off, I’m very excited to be part of a new program like this with CrowdStrike Racing and APR. All the drivers have good experience in endurance racing. These test days are really important to get to know one another and to have the team, the drivers and everyone to start working together. The biggest thing is knowing what one another likes in the car and achieving that balance that everyone is happy with. It’ll be important to get George a lot of laps and a lot of time in the car so he can be as comfortable as possible before we get to Daytona.”
ESTEBAN GUTIÉRREZ – NO. 4 CROWDSTRIKE ORECA 07-GIBSON LMP2: “My experience in endurance racing has been great from all aspects and I’m very excited to add another milestone by competing at the emblematic 24 Hours of Daytona. George and I have been friends for a few years now and it will be a real pleasure racing alongside him. I feel very grateful for him and CrowdStrike for this opportunity. Let’s go for the win!"
MATT MCMURRY – NO. 4 CROWDSTRIKE ORECA 07-GIBSON LMP2: “CrowdStrike Racing and George have a championship history in global motorsports, so it’s a massive honor to be invited to join a team with this kind of history and level of expectation. We’re 1 for 1 together with the win at the 25 Hours of Thunderhill recently and I’ll be giving it everything I’ve got to keep that pace going.”
For more information, visit CrowdStrikeRacing.com. Follow #CrowdStrikeRacing on Twitter, Instagram, Facebook and LinkedIn for updates.
Paving the Future with an Eye on the Past
Top Fuel star Brittany Force dominated in 2022
(Courtesy of NHRA Communications)
Charge Cars will continue to take the US by storm when its ’67 goes on display to the public at the 2022 Los Angeles Auto Show. Running from 18-27 November 2022, the show will give performance enthusiasts and classic car fans a chance to see the iconic lines of the ’67 by Charge Cars.
The British car maker will showcase its stunning Satin Kaynite Blue model at the LA Auto Show after it received a very positive reception when it was revealed to the media last month. Located in the atrium of the West Hall at the LA Convention Center, the ’67 by Charge Cars will be one of the “must see” attractions at this year’s show.
Production of the ‘67 is limited to 499 vehicles, hand-built in London by the Charge Cars team who carefully assemble the lightweight carbon fiber body panels over the brand new steel body shell. The shell accommodates advanced electrification that provides 1120 lb-ft of torque and propels the ’67 from 0-60 mph in 3.9 seconds. The electronics allow advanced 4iWD torque vectoring technology as well as a number of important driver aids. There is also a fully-connected driver interface as part of the brand new interior design, which includes keyless access and a premium, immersive sound system.
The London-based team at Charge Cars consists of experienced automotive designers and engineers who bring experience across multiple sectors to develop and assemble the first cars using core components from technology partner Elements Auto, a division of Arrival. Members of the team will be available to discuss aspects of the ’67 by Charge Cars with show visitors.
“We are excited to continue our US tour with a display at the Los Angeles Auto Show, which begins later this week. It will give enthusiasts and potential customers an opportunity to see the ’67 by Charge Cars in the flesh and get a proper insight into the technology we’ve packaged in the iconic vehicle,” said Vadim Shagaleev, CEO of Charge Cars.
SPECIFICATION AND FEATURES
’67 BY CHARGE CARS
- 4x PMSM (Permanent Magnet Synchronous Motors)
- 4iWD (4 independent Wheel Drive)
- 63 kWh
Total Peak Power:
- 400 kW
Total Motor Torque:
- 1520 Nm
- 200 miles (322 km)*
- 3.9 seconds (0-60 mph)
- DC Peak Power: 50 kW
- DC Charging Speed: 1 hour (0-80%)
- AC Peak Power:
- 22 kW (Europe)
- 14 kW (US)
- 18x8" - Front
- 18x10" - Rear
- 235/40 ZR18 Michelin Pilot Sport 4S - Front
- 285/40 ZR18 Michelin Pilot Sport 4S - Rear
- Two-seat configuration
- Electrically adjustable and heated seats with lumbar support
- Rear luggage deck
- Wireless phone charging
Comfort & Convenience:
- Bespoke LED headlights with daytime running lights and automatic activation
- Bespoke signature LED tail lights
- Electric windows
- Electrically adjustable heated and folding door mirrors
- Auto-dimming rearview mirror
- Automatic climate control
- Steering wheel-mounted controls
- Electric power-assisted steering
- Tilt adjustable steering wheel
- Soft-close door latches
- Heated front and rear glass
- Anti-theft alarm system
- Anti-lock braking system
- Traction control
- Tire pressure monitoring system
- Single-speed transmission
- McPherson strut front suspension
- Double-wishbone rear suspension
- Performance four-piston brake calipers front and rear
- Electronic parking brake
- Adjustable driving modes
- Regenerative braking
- Adaptive cruise control
- Traffic sign recognition
- Reversing camera
- Rain and lighting sensors
- Phone app integration
- Over-the-air updates
- 12.3” driver display
- 12.8” central display
- Eight speakers plus subwoofer for an immersive sound experience
- Bluetooth connectivity
- Wireless phone charging
- Navigation system
* Vehicle range may vary depending on conditions, driving style, terrain, temperature, and more
Progressive American Flat Track is thrilled to confirm a season of record-breaking viewership numbers. The sport reached an all-time high of 3,377,919 total viewers throughout the remarkable 2022 campaign, with 2,861,000 P02+ viewers tuning in to the sport’s debut season on FOX Sports alone.
The 2022 Progressive AFT season saw the series join forces with FOX Sports in a blockbuster new multi-year agreement, in addition to relaunching the popular FansChoice.tv livestreaming hub halfway through the year.
“We are thrilled by the response to this year’s coverage on FOX Sports and appreciate their commitment to helping us grow the sport,” said Gene Crouch, COO of AMA Pro Racing. “On the heels of this successful debut season on FOX Sports, combined with the relaunch of FansChoice.tv and next season’s action-packed schedule, Progressive AFT is well positioned for another year of strong growth in 2023.”
FOX Sports provided 150 hours of linear television coverage for the sport in 2022. FS1 showcased the sport to a hungry audience of fans, both old and new, in highly desirable time slots for each round's televised premiere and followed that up with 133 re-airs on FS1 and FS2. As a result, the 2.9MM P02+ viewers tuning in to AFT on FOX Sports delivered the highest linear television viewership for the series to date.
Viewership totals for the 2022 Progressive AFT season:
For more information on Progressive AFT visit https://www.americanflattrack.com. To score the latest gear for the Progressive American Flat Track fan, visit our official merchandise store at https://store.americanflattrack.com.
How to Watch
FOX Sports and FansChoice.tv are the official homes for coverage of Progressive American Flat Track. For the 2022 season, all races will premiere in one-hour telecasts on FS1 during highly desirable weekend time slots. The complete schedule can be viewed at https://www.americanflattrack.com/events-foxsports. FansChoice
5 effective ways to promote your next race event
There’s no magic fix when it comes to promoting a race event. You have to plan it all out well ahead of time and ensure that you don’t waste resources on needless experimentation. In this blog post, we’ll discuss 5 tried and tested strategies for promoting your next race event.
No race event is the same, which is the biggest problem most marketers face when promoting it. It’s true that there’s no one-size-fits-all solution for every race event, but there are some ways you can predict whether the proposed promotional strategies would work out in your favor or not. The target audience is one of them — you need to tailor your marketing efforts to the interests and preferences of your audience.
For instance, if it’s a school or inter-college race event, the prime target audience is the friends and family members of the participants and the schools/colleges they study at. Once you’ve figured that out, follow these strategies to get as many people to your race event as possible.
Put up flyers in high-traffic areas
The first and most obvious thing to do is put up your race event flyers. But that depends on the type of event you’re promoting. If it’s a school competition, the flyers should be posted all around the school, especially in places where students get together to hang out. If it’s a city-wide event, the posters should be put in subways and preferably shown via digital signage.
Make sure you mention all the relevant details on your poster. These include the date, time, and venue of the event along with a brief outline of the teams that are participating. Creating a poster doesn’t have to be difficult. You can use an online graphic design tool like PosterMyWall to craft one in a few clicks.
Advertise the event on your blog
You’re probably a part of a school, company, or some institution if you’re tasked with promoting a race event. If so, you must have an up-and-running website blog. Most business owners underestimate the power of a blog, but the truth is if you keep your audience engaged by posting valuable content, they’re going to keep coming back for more.
So, if your website blog receives a substantial amount of traffic each month, consider posting an article about your race event. This will let your audience know about it. I also recommend mentioning the ticket registration link in the blog so that those who are convinced of attending it can buy their tickets there and then.
Create a specific landing page
When you say “click here to register online” in your blog, YouTube video, or Instagram post, you need a working URL (landing page) so that people can buy their tickets. Therefore, you must have a specific landing page because the first thing visitors will see after clicking your ad is your landing page.
Make sure your landing page is persuasive. You should list a brief breakdown of the event like the intervals, schedule, and the participating teams. A good idea is to insert a short 2-minute video of the past race event you hosted, highlighting the excitement in the atmosphere and the winner(s).
Advertise heavily on social media
Social media is the most sought-after marketing tool in today’s digital age, and you do wonders with it. As far as a race event is concerned, you should focus your marketing efforts on Facebook and Instagram since they’re the most highly used platforms today.
As far as Facebook is concerned, consider joining local community groups and pages relevant to the race event. For instance, if the event is specific to a particular neighborhood, join groups of that neighborhood (all its schools and colleges) and post about the upcoming race event.
On Instagram, you can post snippets of the ongoing preparations of the venue to create an exciting environment for everyone who wants to attend or is thinking of attending the event. Don’t forget to use popular hashtags so that people can easily find your Instagram posts.
Create stunning posts effortlessly by using customizable social media templates that you can edit in minutes.
Finish it up with email marketing
Last but not least, you can promote your race event with email marketing. But this requires having a subscriber list. If you’re representing a school or college, you’d probably have a big list of students’ and parents’ emails that you can use to relay information about the upcoming race event.
You could bring it up in the form of a newsletter or just a simple email intended to inform them. However, make sure your subject headline is captivating because most people don’t even open irrelevant emails if the subject line doesn’t convince them. Also, avoid writing blocks of text and instead embed the poster you created in the first step in your email.
A few parting words
Promoting a race even is easier said than done. And that’s mostly because you have a very niche audience to target, and most of them are either students or parents. Although the above-mentioned strategies work like a charm, make sure to mix them up a bit and tailor them to your specific situation. Start with the marketing as early on as possible because it’ll give you enough time to experiment with multiple strategies and see which ones work best for you.
Marotti Autosport Offers Indy Car Ownership for Fans
Marotti Autosport is giving race fans an exclusive opportunity to own a share of their race entry for the 2023 Indy 500. Those interested in learning about how they can invest alongside corporate sponsors and be part of this once-in-a-lifetime opportunity can visit spiritofspeedway.com. Inspired by the tradition of past car entries named after cities, the theme of Marotti Autosport’s Indy 500 program and car has been named the “Spirit of Speedway.”
“With our Spirit of Speedway program, we are the first to honor Speedway, Indiana, the hometown of the Greatest Spectacle in Racing,” said team owner Will Marotti, Marotti Autosport Team Owner. "With the goal to become the first fully fan-owned entry, what better way to rally support and excitement than to honor the wonderful town of Speedway.”
In 2016, Marotti partnered with Schmidt-Peterson Motorsports in the 100th running of the Indy 500. Marotti is the only active minister to have led an Indy 500 team. Marotti Autosport kicked off its first crowdfunding effort for a race-fan-owned Indy 500 entry in late 2021. Marotti has introduced grassroots efforts such as a featured banner on Main Street in Speedway and promotional support from local businesses and partners. The team is looking to capitalize on its success from the first round of funding.
For a suggested $10,000 investment, race fan investors receive a 1% ownership stake in the car and a commensurate 1% share of the prize money generated by the Spirit of Speedway entry in the 2023 Indy 500. “Our race fan investors will not only own a part of the car, but they will also have exclusive access to team announcements, driver autograph sessions, and team dinner leading up to the Indy 500. This ownership also provides first-class hospitality during the May and July Grand Prix weekends, and of course, the coveted Indy 500,” added Marotti.”
In addition to their second crowdfund, Marotti Autosport is seeking corporate sponsors for the Spirit of Speedway Indy 500 entry. “We are encouraged by the interest and conversations we’ve had thus far,” added Marotti. “We are committed to creating a motorsports program that will allow race fans to live a dream and deliver value and a platform for a corporate partner at the greatest spectacle in all of racing.”
With this announcement, Marotti Autosport also re-launches their investor portal where race fans can learn more about the investment program and hear from team owner Will Marotti and other race fan investors involved this past season.
With the 2022 season in the books, the team is seeking a competitive IndyCar driver available in 2023 to pilot the car. “We are excited about the talent out there, and with the conclusion of the 2022 NTT INDYCAR SERIES season, some additional drivers are becoming available,” added Marotti. “We have a passion for Speedway, Indiana, and the most prestigious race in the world, and we are seeking to be a competitive entry for the biggest prize in motorsports—the Borg-Warner Trophy!” concluded Marotti.
In addition to the 2016 Indy 500, Marotti Autosport competed in the 500-mile race the following year, along with additional races in the NTT INDYCAR SERIES. The team has also run select races in the Road to Indy ladder series. Since its inception, Marotti Autosport has been competitive, finishing as high as 12th in the 2016 Indy 500. The team ran as high as 4th place in that same race nearing the end.
For more information about Marotti Autosport and its innovative "Spirit of Speedway" fan investment program, please visit spiritofspeedway.com. Their Vimeo web page at vimeo.com/marottiautosport features team owner Will Marotti video updates and testimonies from race fan owners.
Mobil 1 and Hagerty Make Their Partnership Official: The Legendary Motorsports and Automotive Brands are on a Mission to Save Driving and Celebrate Car Culture
In the over-scheduled, over-programmed race of daily life, cars are often viewed as machines used for commuting – the thing that gets us from one place to another. While automobiles keep nearly a quarter of a billion Americans on the road, the world’s leading synthetic motor oil and iconic motorsports brand Mobil 1™ and the automotive lifestyle brand Hagerty™ are committed to cultivating and celebrating a more meaningful car culture that brings joy to driving and builds a community of driving enthusiasts. To fuel that purpose, today, the two brands formalized their alliance in a multi-year collaboration to serve drivers everywhere.
“Hagerty has a purpose to save driving and car culture. Mobil 1 has a mission to spread the love of driving,” said Scott Howard, Director, North America Finished Lubricants at ExxonMobil. “Whether it’s modern European race cars, classic American builds, the Rocket League’s virtual Octane car, or innovative creations like the Hoonipigasus, we’ve seen that the joy of driving, not necessarily what you’re driving, is what unites enthusiasts together and builds communities. Together, Mobil 1 and Hagerty will better serve, grow, and inspire drivers everywhere.”
Combined, Mobil 1 and Hagerty have nearly 90 years of experience protecting automobiles, creating innovative technologies, building industry relationships, and growing communities of driving enthusiasts all over the world. Together, both brands will be able to serve their consumers better by bringing automotive culture to new heights – on and off the road – with a focus on compelling content, cultivating communities, and providing car care with purpose.
“We started as an insurance company to protect the vehicles we all love,” said Larry Webster, Senior Vice President of Media and Editorial, Hagerty. “But we’ve grown into an automotive lifestyle brand because the passion of driving enthusiasts is so much bigger than the car themselves. The builders, the stories, the gatherings and – yes – the cars, are why more than 750,000 drivers are part of Hagerty’s Driver’s Club. Empowering people who love cars of all types is what motivates Mobil 1 and Hagerty to serve driving communities together.”
At the SEMA Show, the premier annual automotive trade show in Las Vegas, Mobil 1 and Hagerty announced their collaboration and formalized how they plan to serve driving enthusiasts.
Creating Compelling Content
Hagerty brings a deep knowledge of car culture and a proven ability to connect with enthusiasts through high-quality content such as its existing YouTube video series “Capturing Car Culture” and “Hagerty DIY.” Meanwhile, Mobil 1 will provide access to the greatest drivers, cars, and events in the industry as a fixture on the F1 circuit, NASCAR tracks, and extreme motorsport races like the Pikes Peak International Hill Climb. Together, the industry leaders will collaborate on exclusive, behind-the-scenes content to further showcase the best cars, stories, products and, most importantly, the people behind them as a way to entertain and inform the enthusiast community through all channels including print, digital web, video, and social media.
Hagerty takes car culture seriously by attending, sponsoring, and hosting more than 2,500 events every year and is committed to offering experiential on-ramps for car enthusiasts with its world-class vehicle storage and exclusive social club, Hagerty Garage + Social that provides car lovers with a home away from home. Mobil 1 understands the importance of celebrating driving and highlighting its love of the sport in new ways – such as through its esports and gaming collaborations with Rocket League and Gen.G. Together, the two brands will curate incredible experiences for current driving enthusiasts and cultivate new opportunities to usher in a new community of drivers wherever, and however, they drive.
Car Care with Purpose
Mobil 1 protects engines on the road and track and Hagerty serves more than 750,000 Drivers Club members with roadside service among other benefits – highlighting both brands’ deep understanding of the need for regular car maintenance. Consumers can expect to see exclusive product offerings through the partnership. Caring for a car properly is critical, and together, Mobil 1 and Hagerty will continue to create efficiencies for drivers to increase safety, boost performance, and educate vehicle owners and the industry. Ultimately, the expertise, technology, and education from Mobil 1 and Hagerty will help drivers maintain their cars so they can get more out of the drive.