Hyundai and Kia excite buyers with racing success
For much of the past century auto-racing in America by the established automakers has served two purposes. First, it gives the automakers a way to shine a light on their cars. This is known as the halo effect. Buyers (mainly men?) follow the racing sports and they mentally make a connection with their favorite team and auto-maker. Win on Sunday (when viewers and spectators around the country watch the races) and sell on Monday, when those fans go to buy their next family car, is an age old truth. Second, the automakers claim, perhaps with some sincerity, that the things they learn racing about durability can later find its way into your driveway. True or not, it gives the automakers an excuse to be involved with motorsports.