Manheim-Australian-Market-Report-Q3-2016 - Page 21

Australian Market Report Cox Automotive Initiatives Q3 Cox Automotive brands partner with DJR Team Penske in the Gold Coast 600 “It is always exciting to debut a brand new sponsor to our sport and the activity leading up to their event has been impressive with the Sell My Car and Manheim activations.” Sell My Car and Manheim shine on the Gold Coast. T he sponsorship of DJR Team Penske by Sell My Car and Manheim sees an extension of the strong ties in the USA between Cox Automotive and the Penske Automotive Group. Cox Automotive are supporters of Team Penske’s USA NASCAR program via sponsorship promoting their Autotrader brand. The sponsorship and activation was a first for Sell My Car in Australia. It was primarily aimed at promoting the consumer profile of Sell My Car with their signage appearing on the bonnet and both sides of the car, while a corporate element to the package saw Manheim signage on the roof. According to Justin Hodgson, Director of Marketing for Manheim Australia, the Cox Penske sponsorship here is a one off at this stage. “We are really excited to be working with DJR Team Penske and expect our sponsorship will generate some great exposure for our brands,” said Justin Hodgson, Director of Marketing for Manheim Australia. “While it is a one one-off partnership this year, if it proves to be effective, it could certainly lead to an ongoing relationship between our companies. Cox Automotive have a number of brands in this market so it could provide an important platform as we continue our expansion into different aspects of the Australian automotive landscape.” DJR Team Penske Managing Director Ryan Story said. “This is a great new partnership for the team. Cox Automotive are long term partners of Team Penske, and the Australian company has embraced the DJR Team Penske Supercars program.“ “It is always exciting to debut a brand new sponsor to our sport and the activity leading up to their event has been impressive with the Sell My Car and Manheim activations. We look forward to welcoming the team and their guests to the DJR Team Penske garage over the weekend.” As the major sponsor of one of DJR Team Penske’s cars, Sell My Car ran a competition for one lucky customer and a partner to win the ultimate racing experience, attending the race as guests of Sell My Car, Manheim and the team. It generated awareness of Sell My Car and the sponsorship in the lead up to the race. Race Report T he Gold Coast 600 was an eventful race to say the least for DJR Team Penske. Over the two days of racing, the Sell My Car and Manheim logos were on display as driver Fabian Coulthard and co driver Luke Youlden took to the track. For the opening race, Coulthard and Youlden qualified in 23rd position, following their well deserved 6th place in the iconic Bathurst 1000 in the previous race. They raced superbly, working their way up into 5th position, with a real shot for a podium finish before disaster struck. Their day ended in dramatic fashion when Coulthard crashed at 265km per hour, after an incident with Garth Tander which took him out at the fastest point of the circuit. The Sell My Car Ford was left badly damaged so the team decided to leave the car on the flat bed recovery truck and take it straight to the chassis manufacturer PACE Innovations to rebuild the car overnight. Creating a lot of attention and questions around the ability to fix the car in time, with a massive team effort the car was repaired and ready for race two on [^KBX[HܚY[Y[H\\XYH]\ۙH\œ\K[ZH]\[[]ۙ][ۋY\HYHXZ[ ]\™Y[^[[؈[ܛYB[\[H[ M]][ۋ[YHܘ\\ۈBX[x&\Y[KH۝ݙ\X[]\HوH[Y[ X[Y]H^[ܙ[\Hݙ\YXZ[[ܙ\HXYH܈XBYY\X\]Hݙ\YBوH[^H\ܙ B