We sure as hell wish we could be reporting this news was coming from a domestic manufacturer, but we’re guessing with the whole governmemt control thing, racing is looked upon with a stink eye. Honda is supporting amateur racers in a neat program that basically provides them a direct line to factory support.
Honda seems to believe that racing and performance create a strong aura for a product or brand that that will lead to sales. We’re sure they also believe that many people were not shopping through their channels but buying stuff from the aftermarket to prepare and race their cars.
Chrysler had Direct Connection for a long time and this seems to be a program very similar to that, albeit smaller.
Here’s the release from Honda:
Honda Performance Development, Inc. Launches Grassroots Motorsports Initiative
Will Develop Products, Services for Amateur, Lower-Level Professional Racers
07/24/2009 – ELKHART LAKE, Wis. – Honda Performance Development, Inc. (HPD), the authorized Honda and Acura auto racing company in North America, today announced a new automotive initiative targeted at expanding its presence in the grassroots motorsports market.
The broad-based initiative will include the development of products and services that support competition in the amateur and entry-level professional ranks, and will also include integrated marketing activities designed to raise the profile of Honda Racing and HPD.
“For many years, Honda enthusiasts have campaigned our products in racing series throughout the U.S.,” said Erik Berkman, President of Honda Performance Development. “On the occasion of the 50th anniversary of the Honda brand in the United States, we are pleased to announce that we will now support those efforts directly, by introducing products and services geared toward helping our customers fulfill their racing dreams.”
The new program will ultimately include an array of products and services for Honda and Acura customers who compete in amateur and professional racing. These products include both original equipment parts and racing-performance parts.
To launch its new grassroots initiative, HPD will operate the Honda Racing Line, a club targeted at licensed participants in amateur and entry-level professional racing. The Honda Racing Line will provide its members with a direct connection to Honda Performance Development and its unparalleled record of success at the pinnacle levels of motorsport.
This channel to factory support, which will offer Honda Racing Line members the opportunity to purchase racing-performance parts for expedited delivery, has not existed previously.
“Thousands of our customers are racing Hondas or Acuras today with a need for regular access to parts,” Berkman noted. “A market has clearly been established for a service like the Honda Racing Line. We are pleased to provide that service, and look forward to expanding the roster of benefits and services available to Honda Racing Line members.”
Competitors may register for the Honda Racing Line club and gain access to the parts catalogue through a website portal, HondaRacingLine.com . Additional Racing Line membership benefits will be announced as they are developed.
HPD’s new grassroots motorsports initiative also supports the fans of grassroots racing through an integrated marketing plan, focusing on fan identification with the Honda Racing brand through merchandise sales and additional services.
Specific details regarding other components of the new grassroots motorsports initiative will be announced throughout the year.
