If Ben Spies wins a race at Nurburgring does Yamaha actually sell more R1’s ? If NitroNori Haga wins with his Xerox Ducati ,does Ducati automatically sell more 1198’s? You’ve all heard the win on Sunday, sell on Monday mantra, but do race wins turn into more sales for a motorcycle company?According Gnresearch, it does.
Gnresearch developed a dynamic model called Adiens to quantify the return on marketing investments.
The model quantifies and calculates returns on marketing investiments, using the incremental revenue from marketing actions, and in this case added motorcycle race results to their study.
Ducati in 2008 had 29 podiums between MotoGP and Superbike, and according to Adiens, Ducati sold 800 more bikes with respect to the 2007 season.
The study also revealed that in 2007, when Casey Stoner won the World MotoGP Championship, one motorcycle out of ten was sold by the Borgo Panigale factory, thanks to Stoner’s amazing track results.
According to the Adiens, a high profile podium placement, results in 50 more bikes being sold of that marque.
Now I’d like Gnresearch explain how come Ducati’s 848 Nicky Hayden Special Edition sold out almost immediately after it’s unveiling at Laguna Seca, while Hayden’s best result so far has been a 3rd place at Indianapolis, that was four races later?