Vitesse program ties racing to production cars

AMERICAN LE MANS SERIES WINNING THE RACE TO RELEVANCE WITH VITESSE PROGRAM SPEEDtv.com's Marshall Pruett continues his fantastic work with a feature on the American Le Mans Series' Vitesse program. Taken from the French word for "speed", Vitesse...

AMERICAN LE MANS SERIES WINNING THE RACE TO RELEVANCE WITH VITESSE PROGRAM

SPEEDtv.com's Marshall Pruett continues his fantastic work with a feature on the American Le Mans Series' Vitesse program. Taken from the French word for "speed", Vitesse refers to a program created to demonstrate the relevance between American Le Mans Series manufacturers' race entries and the vehicles they put in the customer showroom.

Corporate guests and VIPs are piloted around the race track by a team of professional drivers featuring such production cars like the Audi R8 supercar, the Corvette Z06, Porsche 911 GT3 and Panoz Esperante GTLM.

The entire article is available at www.speedtv.com/articles/automotive/lifestyle/39608/

An excerpt follows:

"In the race to draw the connection between the cars auto manufacturers race on Sunday and then try to sell on Monday, the American Le Mans Vitesse program has put their rival racing series many laps down.

"The bloodlines for auto manufacturers that compete in motor racing hail back to the origins of the sport, but as the racing has evolved, greater efforts to inspire auto sales on Monday morning have evolved in new and creative directions.

"With the Vitesse program, the Series has touched upon that evolution of promotions through fan and sponsor outreach. The pursuit of victory alone to drive sales is replaced by a program with parade laps and the provenance found with the street-going version of the cars that compete in American Le Mans Series events. Not every manufacturer can win on Sunday, but through Vitesse, every guest passenger goes home feeling as if they've won the biggest prize imaginable.

"From this masterstroke of promotional efforts, the American Le Mans Series is winning brand loyalty for the manufacturers that participate in the Vitesse program, and the hard-fought loyalty of sports car fans that flock to their events."

The next round of the American Le Mans Series is the Mobil 1 presents Grand Prix of Mosport from Mosport International Raceway in Bowmanville, Ontario, Canada. The race will start at 3 p.m. ET on Sunday, August 26 and will be broadcast live on SPEED.

-credit: americanlemans.com

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