Going Racing Is No Longer Optional: Why Emotion Will Decide the Future of Car Sales

Relevant links for this episode:

• Racing Is No Longer Optional: Why Emotion Will Determine the Future of Car Sales
• The "Forever Car": Why Longevity Is the Luxury Advantage Against Chinese EVs
• The Swiss Watch Strategy: Why Legacy Automakers Must Pivot To It Now...Or Be Crushed By Chinese EVs
• Racing, Politics and Power: Why Porsche's WEC Threat Isn't Really About Money
• Sign up for the Return On Racing newsletter

Motorsport has entered a new golden age yet some automakers are pulling out, hesitating, or questioning whether going racing still matters in an era defined by electrification, software, and regulation.

In this episode, we tackle what many automotive boardrooms are trying to avoid: going racing is no longer optional.

As Chinese manufacturers surge globally, they are winning on price, features, speed of execution, and technical competence. 

Functional differentiation is collapsing across the car market, and for the average buyer, most cars are now simply “good enough.” Specs blur together, comparisons become exhausting, and rational decision-making breaks down.

When products converge, identity becomes the only defensible advantage.

In a future where cars increasingly look alike, emotion becomes the business model, and motorsport, properly leveraged, is the dividing line between brands people buy because they’re cheap and brands people buy because they dream of them.

#AutomotiveIndustry #EVStrategy #ChineseEVs #China #ForeverCar #F1 #WRC #WEC #IMSA #AutomotiveDesign #FutureOfCars #ElectricVehicles #BrandStrategy #Toyota #Porsche #BMW #Lexus #MercedesBenz #Ferrari #Lamborghini #McLaren #AutomotiveBusiness #VaucherAnalytics

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