The Gold Coast 600 was an eventful race for DJR Team Penske, our sponsorship partner. Over the two
days of racing, our Sell My Car and Manheim logos were on display as driver Fabian Coulthard and co driver Luke Youlden took to the track.
For the opening race, Coulthard and Youlden qualified in 23rd position, following their well deserved 6th place in the iconic Bathurst 1000 in the previous race. They raced superbly, working their way up into 5th position, with a real shot for a podium finish before disaster struck. Their day ended in dramatic fashion when Coulthard crashed at 265km per hour, after Garth Tander took him out from behind at the fastest point of the circuit.
The Sell My Car Ford was left badly damaged so the team decided to leave the car on the flat bed recovery truck and take it straight to the chassis manufacturer PACE Innovations to rebuild the car overnight.
Creating a lot of attention and questions around the ability to fix the car in time, with a massive team effort the car was repaired and ready for race two on Sunday. The team worked all night and the car was ready with just one hour to spare, looking like it was in brand new condition. After the huge rebuild, both drivers did an excellent job and crossed the finish line in 15th position.
Team DJR Penske driver, Fabian Coulthard said, “It has been a tough weekend. If we had of got that result… [on Saturday, Sunday] it would have been a different story. The rebuild by the guys was a fantastic effort so to be even racing today was a bonus I guess.
“The Sell My Car Ford was still suffering some of the same balance problems as yesterday funnily enough so where we finished today was probably as good we could have expected.”
Sponsoring DJR Team Penske, Sell My Car ran a competition for one lucky customer and a partner to win the ultimate racing experience, attending the race as guests of Sell My Car, Manheim and the team. It generated awareness of Sell My Car and the sponsorship in the lead up to the race.
The winner was Nicole Moody of Port Macquarie who made a valuation with Sell My Car.
Nicole and her partner, Rodney Franklin, experienced the opportunity of a lifetime and enjoyed every minute of it. A highlight was being in the middle of the action as the race was taking place and going behind the scenes in the DJR Team Penske garage.
“What an incredible experience the Gold Coast 600 was with the Sell My Car and Manheim team. We had an absolute ball in the heart of the entire race event. So thank you to Sell My Car, Manheim and DJR Team Penske for such an amazing weekend,” said competition winner Nicole Moody.
As part of the event we had a lucky Cox Automotive team member also get a chance to head to the race. Our team member competition winner was Brett Bailey from our Queensland Inspection Service in Brisbane.
Although the crash was not on the team’s agenda, the controversial nature of the incident, combined with the extraordinary overnight rebuild in order to be ready for race two, added up to massive coverage of the Sell My Car Ford.
The car received huge air time as Fabian worked his way up from 23rd to 5th and then even more when the crash was replayed over and over for analysis and commentary. Social media was buzz as race watchers shared their opinions and we reached massive audiences through our social media channels as well as DJR Team Penske’s loyal supporters via their channels.
The rebuild and race to have the car ready generated even more coverage on Sunday and even though they could only manage 15th, the mere fact the car was competing drew an impressive amount of air time.
While it is too early to report on the business benefit of the sponsorship, early indications are extremely positive.
Sponsoring DJR Team Penske gave us some great results with increases online for Sell My Car in search volumes, sessions, users and valuations over the duration of the weekend. We recorded a significant spike on Sunday at 3pm, which was during race two and Queensland recorded the biggest rise in stats over the weekend.
Although it was a once off sponsorship for 2016, with results like this our partnership with DJR Team Penske has every chance of continuing into the future.
Sellmycar.com.au is a vehicle buying service backed by Cox Enterprises, a global business with over 50 years experience in the automotive industry.