Series unveils world class look for 2006

AMERICAN LE MANS SERIES UNVEILS WORLD CLASS LOOK FOR 2006 Braselton, Ga. - The American Le Mans Series has a new look - a world class look. - For the first time in its history, the American Le Mans Series today unveiled a new look for the...

AMERICAN LE MANS SERIES UNVEILS WORLD CLASS LOOK FOR 2006

Braselton, Ga. - The American Le Mans Series has a new look - a world class look.

- For the first time in its history, the American Le Mans Series today unveiled a new look for the 2006 season and beyond.

The new visual identity is the result of a comprehensive year-long brand positioning and strategic communications analysis commissioned by the Series and conducted by Haymarket Worldwide. The study affirmed that the seven-year-old American Le Mans Series has become one of the fastest growing race series in North America as well as worldwide and is perceived by all constituents as the "premium brand" of motorsports.

The Haymarket Worldwide analysis extended to the many and varied 'publics' involved in the Series, including automobile and tire manufacturers, team owners, business and broadcast executives, corporate partners and fans. In the end, the Haymarket project concluded in both quantitative and qualitative terms that the Series was unique among the many top-level motorsports series because it reflects certain important attributes not commonly found in motorsports properties. Words such as premium, luxury, authentic, sophisticated, high tech/leading edge, endurance, prestigious, romantic, style, elan and exotic were all frequently used to describe the American Le Mans Series.

The Haymarket analysis established three major Series-related points:

* The American Le Mans Series has established itself as a pedigree sports car racing series - THE luxury brand of North American motorsports, born from the roots of the world's most prestigious and renowned auto race, the 24 Hours of Le Mans.

* The American Le Mans Series embodies the creation of a unique competitive platform featuring aspirational automotive and related brands, directly addressing the needs and interests of fans and the associated lifestyle.

* The American Le Mans Series delivers ultra-high performance and high-technology auto racing competition via its four-class structure - a unique format that addresses both the need for cutting edge technology with the prototype classes and the relevance of GT racing with its direct link to the showroom floor.

"Everything we do ... is intended to reflect the American Le Mans Series as a brand of classic sophistication and authenticity," said Scott Atherton.

"The American Le Mans Series has seen tremendous growth since its inception in 1999 when Dr. Don Panoz convinced the ACO that America needed an elite sports car series based on the 24 Hours of Le Mans rules and brand," said American Le Mans Series President and CEO Scott Atherton. "However, a lot has happened in the past seven years, both with the American Le Mans Series and with motorsports in general, and we felt it was critically important to confirm our positioning.

"The results of the branding study provided us with the foundation we and our stakeholders were looking for. We thought we were on the right track, but this study confirmed it. The next step was for us to define our look - not just a revised logo, but also a color pallet, a type font and a proprietary structure to everything we do. We are very pleased with the results, and while change at any level is always challenging, I think people will agree this provides us and all our partners with a world-class look and feel."

Haymarket's study concluded the Series is one of the few motorsports brands outside of Formula One that has sufficient upscale cachet to compete for status with golf, tennis and sailing.

"The stakeholders (manufacturers, sponsors, fans, etc.) of the American Le Mans Series clearly have upscale tendencies, characteristics and aspirations," said Paul Pfanner, President of Haymarket USA. "There is an aura about the world's most sophisticated sports cars and marks that this series delivers like no other.

"When we designed the updated logo, we were looking for a symbol that reflected sophistication and elegance yet would be symbolic to the industry. The modified oval logo reflects the sophisticated rounded curves of the sports car and its lights and mirrors, with a leading edge technology look."

"This is more than simply a new logo," said Atherton. "Everything we do in terms of marketing, promotions, broadcasting, advertising and race event activities is intended to reflect the American Le Mans Series as a brand of classic sophistication and authenticity - all done in a world-class manner.

"As a result, the Series will continue to aggressively develop upscale corporate partnerships and related opportunities with lifestyle publications and activities that reflect our upscale demographics and brand position."

The Series' world-class look will be further enhanced by the many new state-of-the-art technologies and race cars that have recently come to the Series. "The diesel powered Audi R10, the Porsche RS Spyder prototype, the next generation Corvette C6-R as well as Aston Martin, Maserati, Saleen, BMW, Lexus, Mazda, Lola and Panoz are all premium brands in their own right," added Atherton.

"This is an excellent way for us to kick-off 2006 and our eighth season. I fully expect this to be the best overall season in the history of the American Le Mans Series, and today's announcement is just the first of what will be many more positive developments to follow."

An inaugural application of the American Le Mans Series branding and look is evidenced in its 2006 calendar that is offered online at the Series' official Web site.

-alms-

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