By on March 15, 2010

We still own the Ralliart name, and we still intend to brand our cars with it. The biggest change for us is that we won’t have to pay royalties to use the name anymore,

Mitsubishi North America spokesman Maurice Durand explains to Automotive News [sub] why the death of Mitsu-owned racing firm Ralliart is actually kind of a good thing. After all, how many Americans really watch rallying often enough to know or care whether Mitsubishi’s erstwhile rallying partner has anything to do with the cars that bear its name? The fact that the Lancer Ralliart has a two-liter turbocharged engine and AWD is what consumers will notice; using a brand name that leaves no doubt as to the inspiration for the trim level does everything it needs to from a marketing perspective. Whether a team named Ralliart actually races similar vehicles is, in the modern marketing context, almost completely irrelevant. After all, Subaru isn’t even competing in the World Rally Championship at all anymore… the old “win on Sunday, sell on Monday” adage couldn’t be more dead.

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9 Comments on “Quote Of The Day 2: Fold On Sunday, Market On Monday Anyway Edition...”


  • avatar
    WaftableTorque

    When I still owned my Galant/2000GTX, I searched years for Ralliart logos to stick on my car. I finally found a Ralliart windshield banner in Calgary in 1998, and various emblems in Hong Kong in 1999. Added to my 6″ Bosch driving lamps and 3″ exhaust, I had the coolest Galant in town.

    Nobody paid attention though, I could have attracted more attention with a rickshaw. Ralliart doesn’t attract any more attention today. It’s like Nismo, Mugen, or Wilkinson Racing, it means nothing to a non-enthusiast.

    • 0 avatar
      Uncle Mellow

      “It’s like Nismo, Mugen, or Wilkinson Racing, it means nothing to a non-enthusiast.”
      Who cares if it means nothing to a non-enthusiast.If it means something to you and me , that’s what matters.

    • 0 avatar
      porschespeed

      +1 UncleMellow,

      I’d go one step further and say as long as it means something to you that’s all that matters.

      The rest is just gravy.

    • 0 avatar
      WaftableTorque

      For me, car accessorizing is like wearing a mohawk haircut or wearing logo clothing; better to do it when you’re young, when it’s just a phase. Do it when you’re older, and people just think you’re a nut.

  • avatar

    Ed, I’m not sure I agree about win on Sunday sell on Monday being forever dead. Subaru pulled out of WRC only after they had used it to establish the WRX/STi in the market. Once every 17 year old knew about the WRX, sponsoring a team in WRC no longer was needed, but racing can still be an effective promotional tool.If it worked with the WRX from 2000-2008, I don’t think people have changed much in two years.

    I realize that part of TTAC’s brand is not covering motorsports, like most other car sites and publications do, but that doesn’t mean that car companies shouldn’t race.

    Chevy marketing is only now, after years of pretty remarkable success with the C5R and C6R racing efforts, starting to leverage the Corvette racing team in terms of brand marketing. The ads almost write themselves, going back to Zora, but GM’s never exploited this asset.

    Win on Sunday sell on Monday works when the racing vehicles have strong identification with the comparable street vehicles. I’d argue that the two most popular racing series in the 1960s and 1970s were CanAm (which had virtually unlimited technical restraints) and TransAm – which raced Mustangs, Camaros, Challengers and Javelins that looked like they could almost be street legal.

  • avatar

    BTW, the various touring car racing series, like DTM, in the UK and down under, are pretty popular. Too bad we don’t have something similar in the US, though I suppose the Rolex sports car series and Grand Am Challenge might fit the bill.

    Now that would be exciting, production based racing series around the world that share rulebooks so once Germany, the UK, Australia etc finish their seasons, have a world championship.

  • avatar
    Kristjan Ambroz

    They might all be popular but I would like to see to what extent they positively influence sales or the perception of a brand and for what specific part of the population – i.e. some brands might justifiably race, while for others it might be a complete waste of money.

  • avatar
    Robstar

    I can tell you one of the reasons I looked at my STi was due to watching WRC from time to time when it was back on Speed. I knew there were significant differences between the street/racing version but it still introduced me to the car, and the spirit of the car is there.

  • avatar

    Robstar,

    The same happened to me when I bought my Peugeot.

    WaftableTorque,
    Well overaccesorizing may be the mohawk cut, but it is nice to at least put on your car that extra thing under the hood which may make it a little more fun to drive, like a ECU Reprogramming or better suspension components, as the Mazda guys say, the zoom zoom.

    Best regards.


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