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tech companies see high-profile market in formula one

by:Tuowei     2019-09-11
Brad spagnosepp.
This is a global high-tech roadshow, a super trade event where the chief executive and marketing manager from the world\'s leading technology companies drive, trade and show off.
Accent on the word \"wheel\", the deal is the biggest league in racing, f1, 16-
The five continents have become a meeting place for their technology sponsors and partners than the season, not only looking to improve their products and make the world\'s fastest cars faster, but to do business with each other and develop new connections.
In the past, technical sponsors left their equipment to a team with satisfaction in exchange for a logo on the side of the car.
Nowadays, many people are using the extreme environment of f1.
Both in terms of the physical constraints of the car and the accelerated production plan --
Increase the reputation of their products, thereby increasing sales.
\"If you have credibility in the f1 community, then you go home and do it,\" said Mike Kelly, director of sales and marketing for 3D systems in Europe, it is a stereo printing machine that manufactures \"print\" prototypes for industries from dentistry to aerospace.
\"If you have already done that, then most people are very comfortable and satisfied that you can provide the solution they need.
\"The advertising stereo printing machine uses a continuous layer of laser exposure and curing photosensitive liquid until the object is formed by epoxy or acrylic.
Several teams have used it to test various applications such as gear boxes, engine gas, etc.
Feeding system and pneumatic components.
Today, most teams are supported by a major car manufacturer, and technology companies are also looking for business there.
The 3D system gained credibility by working with Renault\'s technical center outside Paris, where 10,000 engineers and other employees worked on prototype vehicles.
With the exception of car manufacturers, each team has a list of up to 30 sponsors, many of which are tech companies or related industries, including HP.
Packard, AMD, pioneer, Vodafone, Acer, Infineon, EDS, AT&T, KDDI, Siemens, Sun Microsystems, Imation and Dammam.
In fact, there is no room for them and their guests in the team paddock, so the sponsor\'s meeting place is called the Paddock Club and created as a corporate entertainment and communication area.
\"We brought thousands of top products.
Andrew Corlis, director of sponsorship at Hewlett, said: \"During the season, take customers to f1 events, which represent accounts worth hundreds of millions of dollars
The sponsor of the BMW Williams team, Packard
\"They have built relationships with our senior sales staff and executives who have developed emotional attachment to the company and who have seen our products and services at work.
At the July British Grand Prix, Hewlett-
Packard had a wireless project in the Williams garage that eliminated the cables.
On a race weekend, from the car to the computer, and on the network of the team, a large amount of telemetry data is analyzed as the function of the car.
Part of the purpose of the new system is to improve mobility, as the team\'s engineers may use tablets, for example, to show readings to drivers sitting in the car during practice.
\"There are few excellent examples of mobile professionals,\" said Rob Idink, HP\'s handheld business director.
Packard in Europe
He says a team has to \"walk around five continents in 15 countries, come here for a few days and pack everything up.
\"In the late 1990s S, technology sponsorship and f1 came together to a large extent, but then the tech market bubble burst and the business of many companies quickly dried up.
Some lessons remain as it begins to expand again.
Advertisementhgh Chambers, sales and marketing director of the BAR team, said that quantifying the effectiveness of sponsorship is more important than ever, and the team\'s technical trading approach makes this possible.
\"There is a prospect for a software company to come to a Tour Roadshow and visit all their headquarters in the global market --by-
Go public a month before the Grand Prix and have an interactive presentation on how it works and then be invited to the Grand Prix to see how it works and you can measure sales
Through the new business, \"he said.
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Some companies use the formula one to appear \"high-
Technology \"through the association.
Paul Krieger, manager, car cleaning export, Sonax-
For example, a product company that is a partner of McLaren
The Mercedes team called Sonax \"high-tech company.
\"We are developing automotive polishing in terms of nanotechnology,\" Krieger said . \".
\"The paint of ordinary cars is getting more and more complicated.
Mercedes is now working on scratch-free paintwork.
\"His company\'s products protect the paint.
Like many sponsors, Sonax moves from one team to another to tap the business in each team.
Sonax sponsored Williams for four years and then sponsored BAR for three years before moving to McLaren.
Krieger says McLaren is the best place to do business. to-
Because it has 50-
Marketing staff
\"The logo on the car is not big enough to see it, so we have to use sponsorship in different ways,\" he said . \".
\"In order to increase our turnover, the connection between these teams is more useful for us.
For example, at last month\'s Hungarian Grand Prix, Krieger met with executives at Exxon Petroleum, another McLaren partner.
Sonax, who purchased isoproponol and methanol from Mobil for his own products, discussed the use of a network of Mobil gas stations to distribute Sonax products.
The combination of products and sports is essential and f1 is not suitable for all technology companies.
The race takes place on a closed track near the city, where there is a good telecom infrastructure.
In contrast, the World Rally Racing Championship is held in the vast area of the open country without a mobile phone Bay station or a land line.
This is perfect for Inmarsat satellite, so it shows its technology.
Inmarsat is the champion sponsor;
It provides infrastructure for timing, radio transmission and GPS.
John Howitt, president of Toyota Motorsport, said the synergy between advertising products and teams is equally important for the sport.
\"F1 is about not only the ultimate technology, but also the technical process,\" Howett said . \".
\"So in many cases, it\'s not only about presenting technology, but sponsors are also looking for synergies with the company values that match the team values they work.
These values are a reputation for precision engineering, and every part of the car has excellent quality, light weight and safety, he said.
The team budget is $0. 4 billion a year, and most automakers are reluctant to pay for it.
While tobacco companies pay tens of millions of dollars, technology sponsorship is often low.
Japan Telecom, for example, paid $1 for KDDI.
According to the independent trade publication business SF1, Toyota\'s share price this year is 5 million.
Tobacco sponsorship is being attacked around the world and these companies may eventually exit f1.
But how long will Technology romance last?
Louis Schweitzer, president of Renault SA, said that car makers in f1 mainly used the sport to sell cars to the public, not for business --to-business deals.
But in an interview with the Italian Grand Prix in Monza.
On the 14 th, Schweitzer said: \"If manufacturers don\'t invest in technology like they do, I don\'t think f1 will succeed.
It seems to me that\'s why f1 became a worldwide sport.
\"We are constantly improving the quality of our text archives.
Please send feedback, error reports, and suggestions to archid_feedback @ nytimes. com.
A version of the article was published in the International Herald Tribune on September 29, 2003.
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