Design of a market research for vintage/historic race car tyres to create a future strategic positioning which supports the willingess to further develop, industrialize, produce and sell vintage/historic race car tyres

Abstract

The project was managed and executed together with the motorsport deparment of the Goodyear Tire and Rubber Company. The main goal of the project was to create recommendations for a new strategic positioning of the vintage and historic race car tyre business unit by means of a market research. A substantial part of the project was dedicated to understand the internal and external environment of this vintage segment. Beside an in-depth desk research, a survey was launched around Europe to contact and map the main participants of the vintage and historic segment. These findings were building the basis to define the vintage market and to understand the interests and needs of the different participants in terms of tyres. The project will give Dunlop the necessary impulse to increase their activities in the historic and vintage segment to further produce and sell these tyres.