How Motorsport Sells
In this week’s newsletter, we look into how motorsport influences the road car and the collectable car markets. This newsletter has been inspired by my recent visit to Paul Ricard for the Grand Prix De France Historique. This was an event that I was kindly under the hospitality of Ensign Motorsport. A UK Motorsport team based in the South West of England, close to Autofolio HQ.
It wouldn’t be an article about motorsport and selling cars if I didn’t mention the phrase “Race on Sunday, sell on Monday” which has remained consistent throughout the car industry for many years. The idea is that consumers are more willing to buy from a brand that carries success and pedigree in motorsport (the pinnacle of car engineering). While this phrase may be less significant today showcased by the worlds best best-selling car coming from a brand that has never entered any form of motorsport in its entirety… However, the term still carries weight in the sections of the car market.
Porsche 911 GT3 RS
The GT3 RS variant of the Porsche 911 represents the ultimate track-focused performance model of the 911. A role that it has held over the past two decades. With each new generation, this model has consistently been the most coveted and collectable iteration of the 911. Its enduring desirability is evidenced by the strong values maintained across each version throughout their lifespans.
GT3 RS historical price analysis
Ford GT
The Ford GT carries motorsport heritage, tracing its lineage back to the iconic Ford GT40 of the 1960s. This car was designed specifically to dethrone Ferrari at the 24 Hours of Le Mans, which it did spectacularly, securing four consecutive victories from 1966 to 1969. The modern Ford GT, was reimagined and relaunched in the mid-2000s and again in 2016 to celebrate its Le Mans 1966 50th anniversary.
The Ford GT's design and engineering are influenced directly by the demands and experiences of motorsport, making it a road car that embodies the spirit and technological advancements of racing, bridging the gap between racing legacy and contemporary automotive innovation.
Both generations of the Ford GT road cars now are some of the most collectable and desirable Fords to own due to the racing heritage that the cars embody.
Porsche Carrera GT
The Porsche Carrera GT stands as a testament to the relationship between motorsport technology and road car development. Originally conceived as a race car in the late 1990s, the project morphed into a road car after the racing program was shelved. Launched in 2003, the Carrera GT is powered by a 5.7-litre V10 engine, which was a direct descendant of the engines designed for Le Mans prototypes.
Its sophisticated aerodynamics and racing-derived suspension further emphasise its roots in the demands of racing, allowing it to deliver a driving experience reminiscent of a race car, yet engineered for the road. Because of this motorsport heritage, it creates significant collectability. Examples now trade over at £1,500,000. Around five times the car’s original list price.
