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NASCAR LOOKS TO TAP NEW MARKET WITH SUPERTRUCK SERIES
Published October 24, 1994
NASCAR President Bill France has announced plans to allow corporate America to "break through a new legion of consumers" through NASCAR's SuperTruck Series. According to Simmons Market Research Bureau, one third of all vehicles purchased are trucks. Owners of domestic trucks are 54% male and 46% female, and nine out of 10 people who drive a truck enjoy at least one type of motorsports. In addition, 33% who drive trucks live in the top 20 ADI markets, and a third of the truck owners have an average household income of more than $50,000. France said that a SuperTruck Series will offer marketers with "incredible benefits" and take NASCAR marketing to a "new level": "Our direct connection with a new, enthusiastic audience of this nature is a dream of marketing opportunities for sponsors, team owners and drivers" (Paul Schaefer, NASCAR NEWS, 10/12-26 issue).