It was 1 a.m. on the US East Coast, Sunday morning, when the cars finally began racing down the strip, marking the start of the Formula 1 Las Vegas Grand Prix. After two years of planning and construction and $500 million in investment, it was an odd start time for a race created to attract and build an American audience. Was anybody east of the Mississippi awake and watching?

Turns out, whoever managed to stay up was rewarded with an exciting race. Despite occurring in the middle of the night, the event earned praise from drivers, fans and critics. The images of partying celebrity fans projected an aura of success that should help promote future Vegas races. But Vegas’ pre-race problems didn’t disappear at the finish line. If F1 doesn’t address them soon, the sport’s ambitions for the US market will go unmet.

QOSHE - F1 Needs to Rethink Its Luxury Branding to Succeed in the US - Adam Minter
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F1 Needs to Rethink Its Luxury Branding to Succeed in the US

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22.11.2023

It was 1 a.m. on the US East Coast, Sunday morning, when the cars finally began racing down the strip, marking the start of the Formula 1 Las Vegas Grand Prix. After two years of planning and construction........

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