The Newmar/NASCAR nexus

[Neemer]

I have often wondered what Newmar gets from the relationship with NASCAR and how it might benefit Newmar owners.

The following is excerpted from this month’s Kountry Klub newsletter:

Question: At our Region Socials [during the International Rally] you talked a lot about Newmar’s involvement with some of the NASCAR teams. How is NASCAR significant to the Kountry Klub’s members?



Casey: Newmar’s involvement with NASCAR has grown out of owner requests for our presence at the track and it has turned out to be beneficial for the company. Every time we sign up a new team, we build brand awareness that increases value for Newmar and resale value for current owners when they decide to trade up to a new unit. Additionally, each team that we sign up brings in significant funding that supports our engineering and design functions, which in turn makes our products better. Selling coaches makes Newmar’s business more sustainable. For context, over the brief time we have been involved with NASCAR, we have sold about four times the number of units we typically sell at an International Rally. Every sale counts and makes Newmar a stronger brand for the company and our customers.

 

[redbaron]

Maybe I am crazy, but I don't think that signing up a team works the way he describes. I am pretty sure that signing up a team means Newmar gives the team money.

 

[MarkMaxPayne]

I totally get the strategy. Pretty smart IMHO. Imagine an infield full of luxury Prevost-based coaches almost nobody in the stands or watching on TV could ever afford. Now imagine instead a sea of Newmars in the infield (with their branding being dominant) reaching that same captive NASCAR fan audience. And drivers are gladly paying for these Newmar rigs as they cost a fraction of their old-NASCAR counterparts and Newmar/Freightliner/Spartan parts and service are more readily available than those Prevost-based rigs.

Then when you take into account the demographics of NASCAR fans, women are up there (41-46%) and at a much higher percentage than for other sports. There is a reason companies that target female consumers love NASCAR as opposed to other sports. Now you have Newmar, without spending a marketing dime to sponsor a car or a team, getting "free" product placements and the drivers are buying the rigs vs being comped them...

Lastly, think of it as a way to smooth out the dips and lows in traditional consumer RV sales. A customer base such as NASCAR teams are still going to purchase rigs, accessories, parts, and services even in a down economy, especially when they cost a fraction of their "established" luxury counterparts. It could be a lifeline some day. A thin one, but a lifeline all the same.

Best,
-Mark

 

[Neal]

Was Matt Miller head of Sales & Marketing?