ROCHESTER, Mich. -

Audi defends its Le Mans 24 Hours endurance title this past June, winning for the second consecutive year. Mercedes AMG Petronas prepares for the Silverstone British Grand Prix. As OEMs continue to sponsor and participate in motorsports, it seems this extra limelight is paying off on dealer lots.

According to Foresight Reasearch’ 2012 Automotive Marketing Communications Study, 16 percent of buyers who attended a racing event said the experience “significantly or completely influenced their vehicle purchase.”

Foresight interviewed 7,851 new-vehicle buyers in the US, finding one in five new-vehicle buyers watched at least one race event on TV, and one in twelve attended one or more races prior to purchasing their new vehicle.

“Motorsports sponsorship communicates brand reputation, fun to drive, sporty image and style, as well as price / value and fuel economy,” the company explained, noting why OEMs that delve into motorsports become potentially more attractive to shoppers.

And which vehicles flying around the tracks are increasing consumer brand awareness?

The company reported Audi, BMW, Chevrolet, Honda, Jeep and Mercedes Benz buyers reported the highest purchase influence from motorsports.

Commenting on the trend, Steve Bruyn, chief executive officer of Foresight Research, noted, "The great recession had a profound impact on the motorsports industry; while race attendance and viewing are both down, the more serious fans continue to be involved and influenced by racing in their purchase decision.

"In addition to the direct influence motorsports has on some new-vehicle buyers, there is a multiplier effect because many serious fans are what we call ‘shouters’ (give 16 or more new-vehicle recommendations to others per year).  Our formula for motorsports return on investment takes into account both the direct and this indirect word of mouth influence.  This sample of 2010–2012 model year buyers confirms the communications power of motorsports sponsorship and explores what experiences within a manufacturer display is most impactful,” he continued.

But it seems not all OEMs are taking advantage of this consumer trend, and some may be pulling back from the world of motorsports.

According to the study, a year-over-year decline in race attendee buyers visiting OEM/brand displays suggests vehicle manufacturers cut back at tracks.

The company also highlighted how exactly it discovered these findings.

The 2012 Motorsports Sponsorship Report analyzes buyers who are influenced by racing during their vehicle shopping and purchase, officials explained.  It also documents who views and attends race events. 

“It provides detailed measures of what attendees do at a manufacturer display, what marketing messages they receive and the additional lift in consideration ride and drive opportunities provide,” officials concluded.