| Aside from the best vehicles and good | | | | Aside from this, it could also be deduced that |
| performance cars, the Ford Motor Company is | | | | racing also enables companies in the auto parts |
| also known for other things. In fact, the company | | | | business to further up their creations and |
| is much known for the races that it sponsors | | | | innovations for Ford parts. Ford parts could even |
| every year. From Western Canada up to the dry | | | | include the not only parts and accessories for |
| and hot roads of Mexico City, this auto maker | | | | contemporary and racing vehicles but they could |
| makes sure that they continue their tradition of | | | | even include accessories and parts for old Ford |
| sponsoring car races. It does not matter where | | | | vehicles like Ford Fairlane restoration parts. |
| the races are held for the company - city | | | | According to a research done by the Ford Motor |
| streets, speedways, dirt tracks, and even on drag | | | | Company, more than half of the company's |
| strips. | | | | customers are actually fans of racing. Mostly, |
| Dan Davis is the director for Ford Racing | | | | these fans are followers of NASCAR which is one |
| Technology and he claims, "What we're trying to | | | | of the largest racing events in the country. Mel |
| do with the racing program is build loyalty to the | | | | Poole, the owner of Sponsor Logic which is a |
| racing brand. Then when fans are ready to buy a | | | | sponsorship consulting firm that is based in North |
| car, our products get consideration." With that, | | | | Carolina, even adds, "NASCAR fans are the most |
| one can surely see that the company is doing | | | | brand-loyal of any consumer group in the US." |
| such so as to get to the hearts of the auto | | | | And along that line of thought, one could certainly |
| market. In fact, the Ford Motor Company | | | | say that the customers that Ford is getting surely |
| believes that with racing, the brand image of Ford | | | | are going to stay with them for a long time. |
| is greatly enhanced. | | | | |