Effective advertising and marketing has been brought up multiple times - and so has ineffective and misplaced marketing, particularly by Chrysler recently. My personal opinion is that Superbowl fans are intensely interested in the football game and little else unless the commercials are exceptional. As a motorsports fan, I can tell you that I get extremely annoyed when other sports are advertised when I'm watching an auto racing event. Motorsports advertising, however, will get at least some attention from me. The Infiniti ad with the F-1 cars, for example, I thought was excellent, and it often ran during Nascar races, at least in this area. People still comment about those great "Hey Jeremy" ads (where Mayfield's date takes a bath in trans fluid to smell right for him) that Chrysler ran back in '03 and '04. Of course, for those ads to be effective, you have to be supporting motorsports programs. If you just want to be known as the "minivan company", well then just about anywhere will get you as much attention as anywhere else (very little) but, imo, it is the height of stupidity to support a race series with your advertising when your main market competitors are featured in the racing and you have ZERO presence in the series.