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NASCAR Sprint-Cup Series
CUP: Dodge CEO Says NASCAR Underscores Dodge Personality
Dodge Chief Executive Officer Ralph Gilles says NASCAR is "a natural fit" with his company...
Bob Pockrass  | http://www.scenedaily.com  |  Posted December 06, 2009   Charlotte, NC
New Dodge Chief Executive Officer Ralph Gilles is becoming a big fan of NASCAR Sprint Cup Series racing. (Photo: Dodge Motorsports)

New Dodge Chief Executive Officer Ralph Gilles took a tour of Penske Racing on Monday, an experience he deemed eye-opening and educational as he tries to turn himself from a casual NASCAR fan to someone whose company’s marketing strategy embraces the sport.

Gilles replaced Mike Accavitti as CEO in October, and while he has a motorsports background as an amateur spec racer, his knowledge of NASCAR was limited. A big Formula One fan, Gilles had paid his most attention to NASCAR when it ran on road courses, finding it fascinating watching the stock cars shifting body weight and jumping curbs.

“As soon as I got the job, I dug into NASCAR because I believe we would stick with it and I wanted see [how we can] really maximize the benefit,” Gilles said in a meeting with reporters Friday prior to the 2009 NASCAR Sprint Cup Series Awards Ceremony. “I am pleased to find out that 30 percent of the people that watch NASCAR are between 18 and 34 years old, so that’s a very core part of the customer base we’re trying to reach going forward.

“NASCAR is a great way to underscore Dodge’s personality. We’re positioning as a sports-car brand as well, not just a minivan brand. We want to amp up, so to speak, our fun-to-drive component and being involved in NASCAR is a natural fit.”

Dodge went through bankruptcy protection proceedings in May and is now controlled by Italian automaker Fiat SpA. It received $15 billion in government loans and now is looking to launch new products. Part of the marketing strategy is the NASCAR program, but Dodge will only have one manufacturer-backed organization – Penske Racing, which will field three Sprint Cup teams and two Nationwide teams. Penske driver Kurt Busch was one of two Dodge drivers to make the Chase For The Sprint Cup. The other, Kasey Kahne and Richard Petty Motorsports, will switch to Fords.

“We don’t have endless resources,” Gilles said. “At the end of the day, we have to really watch our dollars these days so by teaming up with … Penske, we’re doing a better service to ourselves.”

Gilles said he is excited about the Penske lineup, including newcomer Brad Keselowski, whose run-ins with other drivers was a hot topic during the last few months of the season.

“He’s extremely gifted,” Gilles said. “He’s absolutely dedicated to the sport. He almost was born to do this. His aggressive nature reminds me of a lot of great drivers when they started out. He’s going to be one to watch for years to come.”


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