Indian F1 Grand Prix: Carmakers line up consumer connect & branding initiatives

In the run up to the race on October 30, two of the three car manufacturers in the sport-the third is Ferrari-have lined up prototype launches, racetrack drives for buyers, virtual games, racing schools and merchandise sale among others to gain traction in the second-fastest growing car market.

Mercedes is looking to connect with the younger segment, in which it is seen to trail BMW in India. The objective for Renault is more primary: establish a brand presence in India, a market it entered only in May. Ferrari, which does not have a manufacturing base here, is yet to firm up its plans around Airtel Indian Grand Prix.

"F1 coming to India will change the way companies look at sporting events other than cricket," says Abdul Majeed, auto practice leader, PricewaterhouseCoopers. "It is a high-viewership, high-impact sport," he adds.

Mercedes has set the pace in taking initiatives. In August, it signed up as the automotive partner for all motor sporting events at the Budhh International Circuit in Greater Noida for two years. The Mercedes SLS AMG-with top speed of 317 km/hr-will be the 'safety car' for all racing events at the circuit. It will also provide cars to race officials.

The 30-odd Mercedes showrooms in India will sell tickets for the race. Till the end of the racing season, they will also have a dedicated space-called 'pitstop corners'-selling merchandise of the Mercedes GP Petronas F1 team. "We are trying to bring the experience of motor sports closer to everyone," says Debashis Mitra, director, sales & marketing, Mercedes-Benz India.

In India, Mercedes is ranked number two in the luxury car segment, after BMW. Its cars are seen to appeal to senior executives and beyond, not to the well-heeled younger set, where BMW is more entrenched.The company is looking to use the F1 platform to connect with people in the 15-40 years age group. "We want to promote motor sports among the youth with disposable income," says Mitra.

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So, Mercedes, in partnership with MTV, has launched 'date with speed'-racing with remote-controlled Mercedes cars, with the winner receiving tickets to the F1 race-in 24 colleges across 6 cities.On the anvil is a racing academy in the first quarter of 2012, on the Greater Noida track in partnership with Jaypee Sports International, the circuit owner, to nurture racing talent. India will only be the third country, after Germany and China, to have a Merc racing academy.

Mercedes is also incentivising buyers to buy its cars in September and October by offering them a free drive on the Greater Noida circuit in the days after the F1 race. And a week before the race, 125 Mercedes car owners will drive in a convoy, behind the SLS AMG and the Mercedes F1 car, in Mumbai in an invitation event. Renault, which has sold about 700 cars since its India launch in May, is still firming up its marketing plans around F1.