To expand their business, it was essential that BorgWarner increase aftermarket turbocharger sales in a fickle but lucrative market.
BorgWarner is a global leader in powertrain solutions ranging from turbochargers to transmission systems. They offer a broad range of products for passenger cars and commercial vehicles, as well as for industrial, locomotive, and marine engines.
To expand their business, it was essential that BorgWarner increase aftermarket turbocharger sales in a fickle but lucrative market.
Auto enthusiasts, DIYers, and young gearheads.
After conducting in-depth market research, we found our best connection to BorgWarner’s target audience was to appeal to their rebellious side. Successful ads were macho, in your face, and poked fun at weak attempts to gain horsepower.
BorgWarner became the internet forum darling of horsepower enthusiasts at a time when forums were really starting to take off, helping BorgWarner outsell their competition two-to-one for the next two years.
BorgWarner is a global leader in powertrain solutions ranging from turbochargers to transmission systems. They offer a broad range of products for passenger cars and commercial vehicles, as well as for industrial, locomotive, and marine engines.
To expand their business, it was essential that BorgWarner increase aftermarket turbocharger sales in a fickle but lucrative market.
Auto enthusiasts, DIYers, and young gearheads.
After conducting in-depth market research, we found our best connection to BorgWarner’s target audience was to appeal to their rebellious side. Successful ads were macho, in your face, and poked fun at weak attempts to gain horsepower.
BorgWarner became the internet forum darling of horsepower enthusiasts at a time when forums were really starting to take off, helping BorgWarner outsell their competition two-to-one for the next two years.
