Malaysia's Formula 1 driver, Alex Yoong, is on the last day of his one week visit to China in conjunction with the Minardi "Thunder in China" event. He made use of the day to speak to a group of Chinese media about opportunities available...
Malaysia's Formula 1 driver, Alex Yoong, is on the last day of his one week visit to China in conjunction with the Minardi "Thunder in China" event. He made use of the day to speak to a group of Chinese media about opportunities available to Chinese companies interested in venturing into the future with him.
Yoong told the media present that he is the best platform for Chinese products to associate with him in international brand building as he can relate to the consumers of these products as well as having consumers relate him to the Chinese products."
He said, "Chinese companies offering products and services to the world can increase their brand image and quality awareness through me participating in the highest levels of motorsport in CART as well as in Formula 1. Their products and services displayed on my race attire or race car receive a very high level of exposure through the print and TV media internationally."
"It maybe some time before another Asian non-Japanese can reach these levels and when another one does come along, I would encourage that he accumulate a good command of the English language as it is an internationally used business language - and be comfortable with the press and TV cameras. I have worked hard on these PR aspects of my responsibilities as a racing driver. The ability to represent the sponsors' products and services internationally is very important to me. It is therefore useful for product owners to exploit the effective spokesperson role that I can offer at this point in time," explained Yoong.
Yoong further elaborated that, "As for companies in China which are not ready for the international markets and are concentrating on the domestic China markets, I am able to offer the link between the young consumers in China and their dreams in life. I like to think that, through me, with my Chinese ethnic origin, I represent to them that it is possible for any Chinese youth to realise his dream of becoming a Formula 1 driver or, for that matter, to realise any dream that he may chose and to not give up in whatever they may try in life."
BSA's founder and Executive Chairman, Dato Cam Soh, who was with Yoong at the press meeting, gave his view as an example of benefits in partnership with Yoong. Soh said, "BSA alloy wheels are exported to 65 countries in the world and our products represent a high level of quality. I can confidently say that through our partnership with Alex Yoong and Formula 1, we have increased the brand image and marketability of our products."
Added Soh, "I personally have total faith in Alex reaching the goal of being a great racing driver and there are no limits to his goal. That's why BSA is committed to supporting Alex on a long term basis."
Yoong, who planned to be back to F1 in 2004/2005 has confirmed that he has made a deal with a CART team for 2003 and will also be a test driver with a Formula 1 team next year. The official announcements will be made by the respective teams very soon.