USA MOTORSPORT MARKET RESEARCH REPORT 2002 PREPARED BY PREPARED FOR CONTENTS 3 Study Objectives 5 Section 2.8.3 The UK’s place in the Autocross segment 26 Research Design 6 Section 2.9USA OEM Performance Engineering 26 Section 2.9.1 Overview 26 Stage One Scale, Scope and Potential of the USA Section 2.9.2 Market Trends 26 Motorsport and Performance Engineering Section 2.9.3 The UK’s place in the USA OEM Market Performance Engineering segment 27 Section 1 Scale, Scope & Potential Overview Section 3 The USA Motorsport Supply Chain 28 Section 1.1.1 Section Overview 7 Section 1.1.2 Method of segment calculation 7 Section 4 Doing Business with the USA 29 Section 1.1.3 Method of segment value triangulation 9 Section 4.1 Business Culture 29 Section 1.1.4 Future potential of the USA market 9 Section 4.2 Product Liability 29 Section 1.1.5 A general overview of USA market trends 9 Section 5 Selecting the Niches of Business Section 1.2 Philosophy of the USA Motorsport market 11 Opportunity for the UK Motorsport and Performance Engineering Sector 30 Section 2 The USA Market Segments Section 5.1 Section Overview 30 Section 2.1 Oval Racing - Stock Car 12 Section 5.2 The Decision Making Process 30 Section 2.1.1 Overview 12 Section 2.1.2 Market Trends 13 Stage Two The USA Motorsport and Performance Section 2.1.3 The UK’s place in the Stock Car segment 14 Engineering Market - niches of business opportunity for UK companies Section 2.2 Oval Racing - Open wheel 15 Section 2.2.1 Overview 15 Section 1 Sports Compact (Import) Drag Racing Niche 31 Section 2.2.2 Market Trends 16 Section 2 Professional Level Stock Car Niche 35 Section 2.2.3 The UK’s place in the Open wheel segment 16 Section 3 OEM Performance Engineering Niche 39 Section 2.3 Drag Racing 17 Appendices Section 2.3.1 Overview 17 Section 2.3.2 Market Trends 18 Appendix One Statistics on Motorsport in the USA 44 Section 2.3.3 The UK’s place in the Drag Racing segment 18 Appendix Two USA Tracks by State 46 Section 2.4 Off Road 19 Map 1 Map showing number of racetracks Section 2.4.1 Overview 19 per state and per million of population. 48 Section 2.4.2 Market Trends 20 Section 2.4.3 The UK’s place in the Off Road segment 20 Map 2 Map showing number of drag strips per state and per million of population. 49 Section 2.5 Rallying 20 Section 2.5.1 Overview 20 Map 3 Map showing number of permanent Section 2.5.2 Market Trends 21 road courses per state and per million of Section 2.5.3 The UK’s place in the Rallying segment 21 population. 50 Section 2.6 Road Racing 22 Map 4 Map showing number of ovals per state and Section 2.6.1 Overview 22 per million of population. 51 Section 2.6.2 Market Trends 22 Section 2.6.3 The UK’s place in the Road Racing segment 23 Appendix Three Turnover and Employees for some Section 2.7 Karting 24 NASCAR Companies 52 Section 2.7.1 Overview 24 Appendix Four NASCAR Touring Series 53 Section 2.7.2 Market Trends 25 Appendix Five Late Model Asphalt Series in the USA 54 Section 2.7.3 The UK’s place in the Karting segment 25 Appendix Six Decision Makers and OEM Relationships 55 Section 2.8 Autocross 25 Appendix Seven USA Market Trends 56 Section 2.8.1 Overview 25 Appendix Eight Indigenous and Overseas Suppliers in the Section 2.8.2 Market Trends 25 USA Market 57 CONTENTS 4 LIST OF TABLES No.Page No.Page 1Objectives of the study5 8Future Potential of the Road Racing 2The Calculation and Breakdown segment23 of Market Segment Value8 9Future Potential of the Karting segment24 3Overview of Stock Car segment12 10Future Potential of the Autocross segment25 4NASCAR Top Three National Series 12 11Future Potential of the OEM Performance 5Overview of the Oval Open Wheel segment 15 Engineering segment 27 6Overview of the Drag Racing segment17 12Most Popular Source of Supply for Sports 7Overview of the Off Road segment19 Compact Drag Racing End Users31 8Overview of the Rallying segment20 13Supplier Rating: Sports Compact 9Overview of the Road Racing segment22 Drag Racing32 10Overview of the Karting segment24 14What prompts you to buy new components?: 11Overview of the Autocross segment25 Sports Compact Drag Racing33 12Overview of the OEM Performance 15Current Supplier Rating: Engineering segment27 Sports Compact Drag Racing 13Core UK Competences and USA End Users 33 market segments30 16Capability of UK Companies already in 14SWOTAnalysis of UK Motorsport and the Sports Compact Drag Racing Segment34 Performance Engineering in the USAMarket30 17Best Way for UK Companies to supply the 15Core British Component Competences and End market in Sports Compact Drag Racing33 User Usage Rates in Sports Compact 18Best Information Sources and Influences in Drag Racing31 Sports Compact (Import) Drag Racing 34 16Core British Component Competences and Future 19Most Popular Source of Supply of Components End User Buying Rates in Sports Compact to Professional Level Stock Car End Users 35 Drag Racing32 20Most Popular Source of Supply of Testing and 17Core British Component Competences and Development Services for Professional Level End User Usage Rates in Professional Stock Car End Users36 Level Stock Car35 21 Current Supplier Rating: 18Core British Testing and Development Professional Level Stock Car End Users37 Services and End User Usage Rates in 22What prompts you to buy new components?: Professional Level Stock Car35 Professional Level Stock Car End Users37 19Core British Component Competences and 23What Supplier Qualities are the End Users Future End User Buying Patterns in looking for?: Professional Level Stock Car37 Professional Level Stock Car36 24Perception of UK Companies already in the 20Core British Testing and Development Professional Level Stock Car segment38 Services and Future End User Buying 25Best Way for UK Companies to supply the market Patterns in Professional Level Stock Car36 in Professional Level Stock Car38 26OEM Vehicle Application for Performance LIST OF DIAGRAMS Engineering39 27OEM Engineering Application of Performance No.Page Engineering39 1Turnover of USAMotorsport and 28OEM Rating of Performance Engineering Performance Engineering Business Strengths40 by Market Segment7 29UK Performance Engineering Expertise40 2Future Potential of USAMotorsport and 30Best way for UK Performance Engineering Performance Engineering Market9 Company to link with USAOEM40 3Future Potential of the Oval Racing 31Best way for UK Performance Engineering Stock Car segment13 Company to link with USATier 1/Tier 2 Supplier 41 4Future Potential of the Oval Racing 32Market Trends for OEM Performance Open Wheel segment16 Engineering Outsourcing41 5Future Potential of the Drag Racing 33USAOEM Criteria for Working with a segment18 Performance Engineering Company 41 6Future Potential of the Off Road segment20 7Future Potential of the Rallying segment21 STUDY OBJECTIVES 5 Motorsport Research Associates were Table 1: Objectives of the study contracted to undertake research on the USA motorsport market. The MIA wishes MIA Objectives Objective fulfilled in to identify business opportunities in the USA for companies in the British 1 Estimate the Size of the USA Stage One Section 1.1 motorsport, performance engineering and Motorsport and Performance motorsport services sector. Engineering Market 2 Establish the USA Motorsport and Stage One Section 2 The aims of this study are: Performance Engineering Market Segments 3 Establish the USA Motorsport and 1 Overview – Stage One Section 1.1.5 • to provide members of the MIA and Performance Engineering Market 2 Individual Market Segments – see others operating in this sector, with an Trends ‘Market Trends’ section on each overview of the Scale, Scope and segment of Stage One Section 2 Potential of the USA Motorsport and 3 Appendix Seven Performance Engineering Market. 4 Identify Key USA Motorsport and 1 Suppliers to the Individual Market • to identify potential Niches of Business Performance Engineering Suppliers Segments – see ‘The UK’s place Opportunity for UK Companies. in...’ section on each segment of Stage One Section 2 The objectives of the study are listed in 2 Appendix Eight Table 1, along with their fulfilment within the report. 5 Identify Key USA Motorsport and 1 General Overview – Section 1.2 Performance Engineering End Users 2 Segment Overview – see ‘Overview’ Philosophy of the USA Motorsport Market section on each segment of Stage One Section 2 3 Stage Two – The USA Motorsport and Performance Engineering market – niches of business opportunity 6 Evaluate the USA Motorsport and Stage One – Section 3 Performance Engineering Supply Chain 7 Investigate USA Motorsport and Stage One – Section 4 Performance Engineering Business Practice RESEARCH DESIGN 6 Stage 1 Stage One also included the following Stage 2 desk-based research: SCALE, SCOPE AND POTENTIAL OF THE USA MOTORSPORT AND THE USA MOTORSPORT AND • examination of existing National Survey PERFORMANCE ENGINEERING PERFORMANCE ENGINEERING of Motorsport Engineering and Services MARKET – NICHES OF BUSINESS MARKET questionnaire returns and assessment OPPORTUNITY of other MIA material. Stage One split USA motorsport and The aim of Stage One was to provide a • trawl of UK and USA trade magazines performance engineering into various comprehensive overview of the USA (e.g. Autosport, RaceTech, Racecar market segments. It also identified which motorsport and performance engineering Engineering, Performance Racing of those segments the UK motorsport and marketplace. Firstly, it sought to identify, Industry etc). performance engineering industry was and provide an overview of, each of the particularly well qualified to supply. The market segments in the USA motorsport • web-searches. expert panel then met again to narrow and performance engineering down the choice of segments for further marketplace.