Cox Automotive seems to touch every aspect of automotive retail: shopping, financing, inventory management, dealership websites, auctions and more. But outside of the retail world, you'll find Cox on the racetrack.
Racing is a huge part of the marketing strategy across Cox Automotive's media brands, which include Kelley Blue Book and Autotrader, said Jessica Stafford, vice president of marketing.
A racing sponsorship had been on the mind of Cox Automotive marketers for years, and it finally came to fruition in 2014 after conversations with Penske Automotive Group, Hendrick Automotive Group and Sonic Automotive. Penske and Hendrick have teams; Sonic Automotive founder and executive chairman Bruton Smith founded Speedway Motorsports and currently serves as a director.
"The best marketing comes when you can partner with someone else," said Stafford.
The Autotrader brand is prominently splayed across the No. 2 and No. 22 Ford Fusion cars driven by Brad Keselowski and Joey Logano in the Monster Energy NASCAR Cup Series.
The No. 24 Chevrolet SS car driven by Chase Elliott features the Kelley Blue Book brand. Autotrader has also partnered with the Joe Gibbs Racing Supercross and Motocross team.
The racing sponsorships allow Kelley Blue Book and Autotrader to get in front of Cox Automotive's three most important audiences: consumers, clients and its own employees, said Stafford.
