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| Touring car is becoming more popular all the time due to its close competition and door bashing antics. |
But why do some brands choose to support the ultra-expensive F1 series while others opt for the U.S. dominant IRL or NASCAR? Why do some choose the grueling rally circuit while others support the touring car championship, sports car or GT? Some, like Renault, Dodge and Toyota, have chosen to not only enter the big leagues but champion feeder series as well - Renault V6 Eurocup, Barber Dodge and Toyota Atlantic come to mind. It's all about getting branding in front of as many eyeballs as possible, building image and targeting enthusiasts most likely to buy their specific products. For example, it wouldn't make much sense for Chevrolet to sponsor F1, as they don't market or sell the bowtie in Europe (Russia's AutoVaz excluded). Likewise it would be a waste of resources for Renault to run a Vel Satis in circles with the likes of the Dodge, GM and Ford backed NASCAR good old boys.
So where are the auto giants playing? GM's Cadillac division is pulling its prototype from sportscars after failing to dethrone mighty Audi, who is also leaving the series as it's won everything it can and is probably bored - as are the fans. The Volkswagen group isn't leaving altogether though, its Bentley brand will most likely take over top spot. VW's Seat and Skoda are involved in touring car and world rally (WRC) respectively. As mentioned previously, GM is heavily entrenched into NASCAR (Chevy and Pontiac) and IRL plus has a winning Corvette GT team. Its subsidiaries Opel, Vauxhaul and Holden are each are involved in country specific touring car series. Ford will be backing Eddie Jordan's F1 entry as well as its fully owned Jaguar F1 team, as well as NASCAR, WRC, V8 Supercars (Australia) and CART, as 2003's only engine supplier through its Cosworth subsidiary.