Sample Web Sites: Schumacher Racing

First Past the Chequered Flag

Schumacher Racing Products Ltd. (no connection with the Formula 1 racing driver of the same name) is the world's leading designer and manufacturer of one-tenth scale replica model racing cars. Based in Northampton, the company exports over 50% of its cars and sells across the UK, Europe, US, Far East and Japan.

Would-be Hills and Schumachers of all ages race the hi-tech 18 inch long replicas at events world-wide, mirroring the various categories and competitions held in real motorsport.

A regular champion at British, European and World race events, Schumacher have been European 4-Wheel Drive Champions for the last 2 years.

"Schumacher's customers play to win", says Schumacher's Tim Walden. "Our cars are one-tenth scale replicas and they are raced throughout the world. One of the biggest problems for the drivers is getting the latest tips and tricks on performance from us at the factory. Details such as having the right oil at the right temperature in the shock absorbers on race day can be crucial! The Web is an ideal way of disseminating this type of information and building stronger links with our customers."

Tuned for optimum performance

The Schumacher Web is highly interactive, with a Magazine and Buyers section, plus a forum for racers to discuss ideas with Schumacher's engineers and fellow enthusiasts.

Simon Walden of site designers, Centreline 2000 are enthusiastic about the ability of the site to directly leverage sales, commenting, "racing Schumacher cars is an all-consuming hi-tech hobby and we think the Web will prove more than just a popular channel of communication. Now people can browse and pick-up information. In the US (where Schumacher sells direct) prospective customers can also buy on-line."

The typical profile of web users are younger males with money, exactly the typical scale model racer too. Centreline's Walden continues, "Young blokes are interested in beer, women and fast cars. If you sell one or more of those over the web then you are in business."

Update: Schumacher wins Best of the Web Award

The Schumacher site was launched in December 97, in April '98 the Schumacher site was awarded BEST OF THE WEB.

The award, from the R/C Vehicles Guide, was given because "a combination of compelling content, outstanding design and your obvious desire to be the best, has made your site truly one of the best in the radio control hobby," said Hank Hagquist, editor of the R/C Vehicles Guide.

This underlines the value of a web site in making your mark within your trade sector. Although this may not mean much on the world scale, within Schumachers market place this is very significant.

As Tim Walden, MD of Schumacher says, "Schumacher are the top company in Europe for 1/10 electric in both Off Road and Scale Saloons so this is an attempt to convince the American racer that life does not begin and end with American cars."

Small spend - big results

Competing against American and Japanese manufacturers with much larger US marketing budgets the web site is a key weapon in the battle for market share. The web site has shown how small marketing spends can have significant results.

Schumacher products can be ordered on-line over the web and orders are coming in regularly.

The site also features a very active "Pitstop Chat" - a place where Schumacher users all over the world can discuss the benefits of the vehicles, swap hints and tips and get advice direct from the Schumacher technicians.

You can see the current version of Schumacher Racing on-line at www.racing-cars.com. Please note that the management of this site has now been transferred to Schumacher's.