LADA Racing WTCC project speeding up
Waldsolms, 18-10-2005 In late September a brief press report from Togliati, Russia, surprised the motorsporting world: In 2006, the year of LADAs 40th jubilee, Avtovaz corporate group enters WTCC (World Touring Car Championship).
For the german-russian team the announcement was the kick-off for the devellopment of the car. The first step, modelling and selection of car components, is in good progress. In early November, Racing-Director Norbert Ruths will present a mock-up car, based on the model 21110.
The racing programme adds a sporty component to LADA brand on an international scale, supporting LADAs worldwide marketing. Avtovaz general direktor Vitaly Vilchik says. "It is our aim to re-position LADA's brand image in Europe and our export markets. For this task, our interntional motorsport activities are very promising." Vilchik hints at the 35 years of motorsport history that LADA has written mainly on Russian territory. Vilchik: "The forthcoming three years in WTCC offer great opportunities to develop our marketing strategy and to generate positive effects for the LADA brand."
In 2006 LADA Racing will start with two cars, built and managed by MTEC SPORT, German motorsport company from the Frankfurt area in close cooperation with LADA Motorsport from Togliati (Russia). Close partner for the international marketing is the American Mackey Marketing Group Inc., Atlanta GA.
Norbert Ruths, Racing-Direktor at LADA Racing: "We are very proud that Avtovaz international motorsport activities will be based in Germany. The cooperation of LADA and MTEC SPORT, that started in 2003 with a rallye projekt, now makes a great leap forward with the WTCC project." In the first racing season the LADA manufacturer's team will conduct tests with the model 21110, in order to line up with the new LADA "Priora" in 2007.