Brand Objective: identify/create a unique point of difference and Raise awareness.
White males ages 34-54 who fell in love with racing the first time they opened a package of Hotwheels. They are family men, who share a love for gadgets and the need for speed. Adrenaline is their mistress. Most of their spare time is centered around racing. However, they love beer and watching the game with friends and family. They have enough disposable income to commit to racing 3-10 times a year.
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