National DRAGSTER interview: GM racing marketing manager Fred Simmonds

National Dragster, Jan 31, 2003

He might be a stranger to NHRA fans, but most racers know Fred Simmonds well. In fact, there probably aren't many individuals - racers, officials, sponsors, or otherwise -- who have had more of an impact on the sport of drag racing than Simmonds, who currently serves as General Motors' racing marketing manager. In this position, Simmonds has a hand in the administration of all of GM's drag racing programs. Those programs include the roles of Pontiac as the official car and GMC as the official truck of NHRA, title-rights sponsorships to events in Columbus and Las Vegas, GM's deep involvement in Pro Stock and Sportsman racing and GM's latest venture, the NHRA Summit Sport Compact Drag Racing Series.

Simmonds has his finger on the pulse of drag racing and the automotive industry, and he is a longtime drag racing fan, having attended his first event in 1961. Simmonds recently shared his thoughts on a variety of topics in this exclusive interview with National DRAGSTER.

ND: How did you get involved in drag racing and in the automotive business?

FS: I attended my first NHRA drag race in 1961 in New London, Va. My father took me to that race, and it made such an impact on me that, to this day, I could tell you which cars were there. After high school, I got accepted into a co-op program at the GM Institute in Flint, Mich. I was an engineering student in the gear and axle plant at Pontiac. I spent four years there before I was drafted.

I served eight years in the Army, during which time I completed a bachelor's degree in business administration and master's degree in transportation management. I entered the Army as a private and left as a captain, and I was a drag racing fan and an NHRA member the whole time. In fact, I remember getting National DRAGSTER when I was stationed in Thailand.

When I left the service, I interviewed with Pontiac and was given the opportunity to rejoin the company. After working in a number of sales and service positions, I was named Pontiac's motorsports manager in December 1997. At the time, I also worked Winston Cup, American Speed Association, and Sports Car Club of America races and just about everything else we were involved in. About three years ago, in conjunction with the GM reorganization, I took over all of the GM drag racing programs. I still follow other racing series, but today, 99 percent of my thought process is devoted to drag racing.

ND: What is a typical week like for you?

FS: On a race weekend, I'm on the road Friday through Monday. That only leaves me three days in my office. We have a number of suppliers who work for us, so there are always invoices to sign, phone calls to make, requests for parts and support, and a number of other things that require attention. The whole time, we're also strategically planning where we want to be in six months or a year.

At the track, I stay busy working with our race teams and administering our various programs. It has turned into a seven-days-a-week job, but I'm not complaining; I like what I do.

ND: Since the beginning of organized drag racing, we've heard the slogan "Win on Sunday, Sell on Monday," referring to the sport's relationship with automotive manufacturers. Is that still true?

FS: I believe that then-GM President Bunkie Knudsen coined that phrase in 1957. I don't know that people still use those terms, but the message is the same. That is why GM is involved in racing. It doesn't matter whether it's Pontiac, Budweiser, Skoal, or CSK, we are all there to sell product, and in order to do that, we need to make a positive impression on the race fans. That way, when they get into the market for that product, they will choose ours. We see that happen all the time, and there is no question that marketing our product through NHRA Drag Racing works for Pontiac and GMC. NHRA fans and television viewers buy Pontiacs at a 2-1 ratio over national market share, and NHRA members own Pontiacs at a 4-1 ratio over the national average. One thing about American race fans is that they are extremely loyal, no matter what series they support. Even POWERade has seen a significant sales spike in the short time since they joined NHRA.

ND: Isn't drag racing also a great showcase for new products?

FS: It is, without question. Drag racing is different from any other motorsport because of the unlimited fan access. Not only can fans get close to the drivers but also to the cars. Drag racing also tends to attract people who are car enthusiasts and who are very technologically oriented. One other thing that is very appealing to us is the Manufacturers Midway because people can buy parts there. At each event, we have a trailer staffed by local dealers; we sell parts every weekend. Not only that, but based on our catalog sales, we get residual business for the next 12 months after each race. Who would have thought that fans would come to an event and buy a crate engine right off the truck? They do it at every race. That is a unique opportunity that NHRA has developed over many years. My hat's off to NHRA's Chad Head and Scotty Forthman for creating and managing such a consumer-friendly environment.