Benefits of cooperation

Growth of Subaru image in 1997-1999 despite the absence of official Subaru importer on the Polish market

Source: “Auto Motor i Sport” additional survey at the “Car of the Year” sounding; 20,000 respondents annually (29,000 respondents in 2001)

    Thanks to the fact, that Hołowczyc drove Subaru, the image of this brand on the Polish market has been positively shaped (much better than in Germany, Switzerland and Austria) which consequently classified Subaru as a luxury car manufacturer. One must take into consideration the fact that such a remarkable position of the Subaru brand on the Polish market has been achieved within 3 years. In Germany, on the other hand , it took Audi over two decades to obtain similar results (advertising campaigns were based upon the product itself, without any strong personality, who could have been associated with the brand).

    Volvo's attempts to alter its image and make it more dynamic never succeeded. An advertising campaign based on proper emotional association was not sufficiently reliable for potential customers (missing "reasons to believe").





Hołowczyc's cooperation with Frito Lay has increased the spontaneous brand recognition from 30% to more than 55% (!)

    At the same time, the product is being declared as their "favourite brand ” by more than 40% of the respondents.

    The most measurable benefit of the company's cooperation with Krzysztof Hołowczyc, however, is an enormous increase of the market share: from 43% up to 58%. This was a massive growth which surpassed the company's expectations.







British American Tobacco (Jan III Sobieski) advertising campaign

    The BAT advertising campaign is based exclusively upon the image of a rally car. Due to ethical reasons, the contract allows Krzysztof not to be personally involved in advertising of tobacco products. In spite of this, the negative trend of decreasing popularity of “Jan III Sobieski” has been reversed.

    Moreover, proportionally to Krzysztof's successful performance in consecutive rounds of the championship, the sale of “Jan III Sobieski” cigarettes has increased.

    Their competitor “Caro”, a brand that has never advertised in motorsports, encountered a remarkable decrease in market share in comparison to “Jan III Sobieski”.

    Among the market leaders in 2001 “Jan III Sobieski” moved up to second position in comparison to third place in the previous year. This was due to successful sports marketing.

    In the last month of the research, October 2001, “Jan III Sobieski” became the leading brand on the market.



Benefits of cooperation between Krzysztof Hołowczyc and Peugeot Polska

    In 2001 there was a severe decrease in the number of new cars sold on the Polish market.

    Between January and July the number of new cars sold was reduced by 31.48% (on average) in comparison with the same period of the previous year. Due to co-operation with Hołowczyc, the market share of Peugeot Polska increased from 3,38% to 5,02% during the first seven months of 2001 (before the introduction of the new 307 model line).

    This result has been mostly achieved by an enormous popularity of the 206 model, the same model which Hołowczyc used when competing in the Polish Rally Championship series.

    The increase in sales of the 206 is even more astonishing when we realize that competitive models, such as the new Renault Clio and Thalia, were introduced into the market at the same time.

The increase of 206 sales enabled Peugeot to regain its 7th position in the ranking list.