Sparco explains its commercial strategy to us

This season, Sparco has decided to establish the Sparco High Performance Trophy in GP2. Can you explain what the objective of this award is?

Usually, it’s the driver who brings prestige and visibility to our brand in GP2, which is the preferred gateway to Formula 1. For once, we thought we could return the favor by rewarding one of the title candidates in GP2. We want to reward elegance, sportiness, style, and technology, ideals that are the essence of our company.

Nevertheless, you have decided that this trophy would not cover the entire season but only the European part. What is the reason for this?

« Sparco is an Italian company and since the last European race takes place in Monza, Sparco’s home race, we decided to announce the winner on the Thursday of the Italian Grand Prix. »

Will this trophy have financial benefits for the winner, similar to what Pirelli can do for the GP2 and GP3 champions?

« No, it is purely symbolic. »

One of the unique aspects of this trophy is that it is composed of two parts: one awarded by the fans, through your Facebook page, and another by journalists. Why this distinction?

Nowadays, the public and social media fans are an integral part of the show. Since our main goal is to invite fans to be part of the spectacle, launching this initiative without them was unthinkable for us. We do not want fans to be conditioned by the opinions of F1 journalists: we want their opinions, their feelings, we want to hear their voices. The best way to do that is through the most popular social network in the world, Facebook.

We can therefore make two different assessments: the first is based on the opinion of journalists, the second on that of our friends and fans. Our fan award is a symbolic prize that allows us to thank our fans for their passion for motorsports and, obviously, for our brand as well.

Why is it important for you to engage with the fans?

« Fans are everything to us. They are our first customers, our most important supporters, but also our most ardent critics. We live daily with them, engaging in a constant open conversation. It’s vital for us to hear their opinions because this is what drives us to improve our products in order to boost our quality and safety. We learn a lot from our fans. They know everything about car racing, tuning, and motorsports. They are driven by a pure and genuine passion that you can feel and which allows us to evaluate our work. There is an old saying that goes: « Listen to your customers. » It’s our first inviolable rule! »

Are social networks at the heart of your strategy? Is the number of fans you have on Facebook a Key Performance Indicator for you?

« Our fans are not just enthusiasts on social media: most of them also purchase our products. Social media is not tracked as a measurable activity for us but it helps us understand if a product was well launched or if a partnership might have more or less appeal. Social media has the unique ability to measure in real-time the appreciation of what we do. It is therefore the best way for us to improve as a motorsport company. »

Why don’t you sell replicas of the products you supply to your partner teams (McLaren, Caterham, and Marussia in F1) directly on your site, given that we can see that merchandising is very popular among fans, especially those who practice at an amateur level?

« We cannot announce our product portfolio for the coming years, but we are exploring various possibilities. We produce replica McLaren suits, but they are sold directly by the team that holds the rights. »

Sparco is renowned for its professional products. But you have also developed a range of products for amateurs. Does this allow you to absorb your Research and Development costs over larger volumes?

« Developing products for enthusiasts is essential for us, but it’s not easy at all. It’s the job of our Research and Development department to develop products for the best drivers in the world, but not just for them. A large part of our investments focuses on karting, where young drivers start. Many of them want to follow the same path as the most famous drivers so they can say: « I finally won like my idol! » Thanks, obviously, to Sparco products. »

Over the years, you have expanded your activities into new fields: tuning, sports road cars, aircraft seats. What other areas are you exploring for the future?

« We are evaluating a number of opportunities but I cannot reveal anything at the moment. One thing is certain: the future of our business will always be tied to safety in sports. »

Do you think that motorsports will always represent the majority of your revenue?

Let’s start by delivering a very important message in these times of economic crisis: our global revenue has increased, and I am proud to say that this is the concrete result of our research, innovation, and services. I would say that the majority of our revenue, equally distributed among all our business activities, comes from what we do continuously in collaboration with motorsport teams. In fact, our product range, not only the suits but also gloves, boots, seats, steering wheels, and many others, are studied by our Research and Development department in direct connection with the teams and drivers.

The best example is the Extrema RS-10 Hocotex suit, which is the lightest FIA-approved suit. It was developed with essential factors in mind, such as weight reduction while maintaining the safety and comfort of the drivers.

How is your business as a supplier to premium car manufacturers doing?

« Fifteen years ago, Sparco introduced the technology to manufacture cars with carbon fiber. In 2002, we built a factory for carbon fiber spare parts, which currently employs 160 people. We entered the market with the production of carbon products for the automotive, aerospace, and Formula 1 industries. We are also specialized in producing supercar seats. We supply numerous brands such as Lamborghini, Bugatti, Ferrari, Aston Martin, Audi, and Maserati. »

With the participation of www.Racingbusiness.fr