Since the beginning of the twentieth century, F1 has been a highly-recognized sport full of extraordinary popularity. This is motor sport with racing cars that are deemed the most efficient in the world. For years, Formula 1 remained confined to a closed society exclusively meant for athletes and enthusiasts. This has however changed, and today it is a common subject of interest. Everyone now has access to Formula 1. Originally, the construction of Formula 1 cars was restricted to some crafts manufacturers, but today it is mainly the automakers who build F1 cars such as Renault, BMW, Honda, and Toyota etc.
[...] As a result, research and development in the field of performance has declined and income for research for the automobile industry is thus affected The economic logic of Formula 1 and the automotive industry are fundamentally different. The reforms of the FIA reveal that the objectives of Formula 1 are very different from those of the automotive industry. F1 is a racing body and the role of the FIA in thus to homogenize the format in order to have as much competition as possible. [...]
[...] In the late 80s, the FIA created two new regulations that sacrificed performance in favor of the safety of drivers. That's when the objectives of Formula 1 and the automotive industry first diverged. Even if in theory it is believed that security is a common concern of Formula 1 racing and the automotive industry, the method of practicing safety in Formula 1 has no similarity with that of a standard car due to the shape of the car and its use. [...]
[...] Thus, one wonders if the vehicles make a difference with respect to the good image sought by the automotive industry. In conclusion, we note that the Formula 1 and the automotive industries are complementary on the technical aspect and on some points of the marketing strategy. However, we observe that this synergy has limits. In fact, the objectives of Formula 1 and the automotive industry are becoming increasingly divergent. Formula 1 brings important elements to the automotive industry with respect to the art and design of [...]
[...] Being seen over the weekend across the world is a unique advertising opportunity for the automotive industry and especially for automakers. We realize the importance of Formula 1 in the media when we compare the price of the broadcasting rights from 1994 and 2004. In 1994, the TV rights for the season amounted to 50 million Euros. In 2004, they amounted to 350 million Euros, an increase of 600% in 10 years. Thus, that we see more and more car manufacturers are choosing to invest in Formula 1 in the same way as they invest in an advertising campaign. [...]
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