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Opinion: racing is still an effective marketing tool

Posted On: 25 Sep 2020   |   Posted By: Autocar

Opinion: racing is still an effective marketing tool

Maserati showed how to do it right at the recent MC20 launch with MC12 video
Maserati launched its new MC20 supercar with a fanfare rarely seen in the car industry these days.
The Italian firm assembled a huge temporary stage at the Mugello Circuit in Modena, a fleet of cars and grandstands full of dignitaries, customers and the media. As the ushers tried to move us away from the canapés and into seats, a video played on loop on a big screen, showing Maserati's racing heritage.
Predictably, there was plenty of 1950s Formula 1 action, featuring Juan Manuel Fangio and Sir Stirling Moss, but there was also extensive footage of the Maserati MC12 utterly dominating the FIA GT Championship in the 2000s. By the time that the video had played for the final time, onlookers might have been convinced that the MC12 was a pivotal machine in racing history.
The truth is somewhat different. The MC12 did indeed utterly dominate, notching six consecutive titles from 2005 to 2010 and winning...

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