The Business Case for Motorsport
A Motorsport Strategy Framework for Creating Brand Value, Technology Credibility, and Commercial Return
Racing Is Not About Lap Times: Why Factory Programs Exist to Solve Business Problems, Not Win Races
Here is the concept that separates lasting factory programs from financially unsustainable ones, and the one that is likely to anger many a motorsport fan and professional:
You only need enough performance, coupled with a plan, to remain commercially credible; you do not need to dominate.
Audi’s “A Drift Through Time” Shows How Legacy Automotive Brands Can Create EV Desire
Audi just showed the rest of the industry what the EV era requires, not more technology, but more identity.
If legacy automakers hope to defend themselves from a generation of Chinese EVs that will rapidly commoditize hardware, the solution isn’t more screens or more range.
It’s Audi’s strategy: take your motorsport heritage, pull it through time, and make the future feel earned.
The Death of the Iconic Racing Livery, And What Teams Must Change to Revive It
This article examines those underlying drivers and explores what teams can do, in practical terms, to recover some of the cultural and commercial power that liveries like Alitalia and Martini still command decades later.