This weekend, at Talladega, David Ragan’s No. 6 NASCAR Sprint Cup Ford will have a brand new look.
The UPS sponsor’s familiar brown and gold will be supplemented by some colorful blue and green but it’s more than just a new paint job.
“Featuring the logistics campaign on the car in Talladega will help spread the word about UPS’s extensive capabilities and also give racing fans something unique to see at the track,” Ragan said.
When you are a company, like UPS, which is over 100 hundred years old and basically part of the landscape, attempting to change public perception is a tall order.
“Changing the conversation, changing the perspective of a brand that’s be around for so long it’s a big, big challenge,” said Mark Dickens, a UPS spokesman.
One of the ways to do that is through the UPS NASCAR team.
The connection to NASCAR is a very important one when you consider that 43-plus teams have to move between race track and race shop virtually every week during the racing season.
Roush Fenway Racing’s Peter Visconti, who is in Logistical Operations, said that all 80,000 pounds of Ragan’s hauler are used. Consider that almost every part, onboard, has to be either replaced or removed and cleaned. And the two race cars, carried above the equipment lockers on either side of the aisle are only about 7,000 pounds of that total.
According to Visconti everything that’s in the tool box and the utility cart, which holds the grill, three- wheel cart, and two-wheel cart, gets cleaned and replaced.
And there are 14 Roush Fenway Racing haulers on the road on a regular basis.
No matter how much preparation the engineers put in on the five post rig, or in the wind tunnel, if the car isn’t at the track with all its’ parts, there’s nothing a driver or crew chief can do in completion.
So logistics is an appropriate theme to promote on and off the track.
Dickens said there would be a special paint scheme for the Talladega race only. Next year you’ll see a new design which will incorporate all the elements from the new advertising campaign.”
And for 2011 the theme will be carried on Ragan’s car, uniform and hauler.
“Any time you have a new paint scheme, in general, race fans like to see new things and it keeps things fresh,” Dickens added.
The UPS sponsor’s familiar brown and gold will be supplemented by some colorful blue and green but it’s more than just a new paint job.
“Featuring the logistics campaign on the car in Talladega will help spread the word about UPS’s extensive capabilities and also give racing fans something unique to see at the track,” Ragan said.
When you are a company, like UPS, which is over 100 hundred years old and basically part of the landscape, attempting to change public perception is a tall order.
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“Changing the conversation, changing the perspective of a brand that’s be around for so long it’s a big, big challenge,” said Mark Dickens, a UPS spokesman.
One of the ways to do that is through the UPS NASCAR team.
The connection to NASCAR is a very important one when you consider that 43-plus teams have to move between race track and race shop virtually every week during the racing season.
Roush Fenway Racing’s Peter Visconti, who is in Logistical Operations, said that all 80,000 pounds of Ragan’s hauler are used. Consider that almost every part, onboard, has to be either replaced or removed and cleaned. And the two race cars, carried above the equipment lockers on either side of the aisle are only about 7,000 pounds of that total.
According to Visconti everything that’s in the tool box and the utility cart, which holds the grill, three- wheel cart, and two-wheel cart, gets cleaned and replaced.
And there are 14 Roush Fenway Racing haulers on the road on a regular basis.
No matter how much preparation the engineers put in on the five post rig, or in the wind tunnel, if the car isn’t at the track with all its’ parts, there’s nothing a driver or crew chief can do in completion.
So logistics is an appropriate theme to promote on and off the track.
Dickens said there would be a special paint scheme for the Talladega race only. Next year you’ll see a new design which will incorporate all the elements from the new advertising campaign.”
And for 2011 the theme will be carried on Ragan’s car, uniform and hauler.
“Any time you have a new paint scheme, in general, race fans like to see new things and it keeps things fresh,” Dickens added.