Advance Auto Parts, Inc announced today that the Company will not renew its partnership with NHRA Funny Car Driver Cruz Pedregon for 2010. Advance’s contract with the Cruz Pedregon team will end on December 31, 2009.
As Advance continues to grow, the Company is actively researching its customer-facing marketing to ensure these investments are better integrated with and effectively support the Company’s four key strategies – Commercial Acceleration, DIY Transformation, Availability Excellence and Superior Experience.
The marketing programs for both DIY and Commercial customers are a critical part of Advance’s ability to continue to reach target customers. In the past year, the Company has made a number of changes to its marketing programs to reach customers more directly and will continue to research more efficient ways to target both DIY and Commercial customers.
“As we have previously announced, our marketing and advertising efforts will continue to be primarily focused on building our DIY business with traffic-driving programs and supporting the growth of our Commercial business,” said Greg Johnson, Senior Vice President, General Manager - DIY and Chief Marketing Officer. “Cruz has been a strong partner and loyal brand representative of Advance Auto Parts. We will continue to promote and support Cruz Pedregon and his team through the end of the 2009 NHRA season. After this season, we will continue to support Cruz and the team as fans.”
“Advance has been a tremendous partner. I have truly enjoyed our relationship and the opportunity to represent Advance Auto Parts,” said Pedregon. “We're passionate about the sport of NHRA drag racing and are moving forward with the search for a replacement sponsor so that we can field an NHRA team in 2010."
