January 30, 2012 12:00 AM
Resistance to the crisis was organised in formula 1. Manufacturers multiply initiatives and sponsors remain attracted by the competition. Geneva, March 5, at the auto show, the members of the all-new Formula One Teams Association (Fota), the association of the stables, spoke publicly for the first time. Their President, the Italian Luca Di Montezemolo, Ferrari boss, announced that the objective of the teams was "to save more than 50 of their budget in two years. Haphazard engines cost reductions have been announced (37.5), frames (30) to and transmissions (60) as well as testing sessions. For its part, the World Council of the International Federation automobile (FIA) will introduce his own package of measures on March 17. At the same time, on 6 March, Honda announced the resumption of his stable by its Director, the British engineer Ross Brawn, avoiding to leave two empty places on the grid for the first Grand Prix of the 2009 season, on 29 March, in Melbourne.
What reassure partners economic discipline, frightened in recent weeks by the possible loss of competitiveness of the circuit. Among them, the Korean manufacturer of household appliances and electronics LG.
End of November, while it started to guess the extent of the financial crisis, its leaders have not hesitated to become one of the major sponsors of F1, in the title of "official partner for large electronics, mobile phones and data processing". Very symbolically, LG will replace the emblem Tag Heuer for the realization and the display of the Timekeeping during races. The contract is "for a period of five years, with a clause in output after three years", said Eric Surdej, CEO of LG Electronics France. "In five years, he explained, our business had made great progress at the global level." Our turnover is spent $ 27 billion in 2003 to 45 billion in 2008, with four times more types of products. In France, at the same time, our unaided awareness rose from 1.3 to 46. Thanks to sports partnerships such as that which binds us to Olympique Lyonnais. But we are still weak preference of choice in the Act of purchase. Studies conducted in five major countries consumer show that LG should represent a reliable brand, the products designed and ergonomic, offering a useful technology. F1, sport tech also has reliability constraints, has emerged us as a good association.
For the occasion, for the first time in Europe at least, the conglomerate has therefore committed global action, with a global audience. The different subsidiaries will support it with accompanying communication, in stores (for screens and telephony) and in the media. For example, in France, 1.8 million euros will be invested on TF1, broadcaster of great prices and 400,000 euros on the daily "The team", "with a formula of game which will be a red wire". "". With an annual global investment between 15 and 18 million, cost seems us reasonable. "This is in fact only about half of what pays the Manchester United shirt sponsor", finds Eric Surdej, who has not given up as football. "We will concentrate the partnerships we have with several European clubs on a single team," he promises in this regard. The F1 is not enough...