{"id":240502,"date":"2023-07-12T09:23:49","date_gmt":"2023-07-12T07:23:49","guid":{"rendered":"https:\/\/rtrsports.com\/ferrari-wins-at-le-mans-is-endurance-better-than-f1-for-the-scuderias-marketing\/"},"modified":"2025-06-21T10:44:02","modified_gmt":"2025-06-21T08:44:02","slug":"ferrari-wins-at-le-mans-is-endurance-better-than-f1-for-the-scuderias-marketing","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/ferrari-wins-at-le-mans-is-endurance-better-than-f1-for-the-scuderias-marketing\/","title":{"rendered":"Ferrari vence em Le Mans: a resist\u00eancia \u00e9 melhor do que a F1 para o marketing da Scuderia?"},"content":{"rendered":"

A recente vit\u00f3ria da Scuderia Ferrari<\/strong> nas 24 Horas de Le Mans<\/strong><\/a> n\u00e3o foi nada menos do que s\u00edsmica. A Ferrari<\/strong> \u00e9 um nome conhecido no mundo dos desportos motorizados h\u00e1 quase um s\u00e9culo, mas o seu impressionante triunfo no Circuito de la Sarthe, ap\u00f3s quase 50 anos desde a sua \u00faltima vit\u00f3ria, \u00e9 um testemunho da sua tenacidade, excel\u00eancia de engenharia e inigual\u00e1vel pedigree de corrida. Esta vit\u00f3ria, especialmente na rec\u00e9m-introduzida categoria de hipercarros do
\nCampeonato do Mundo de Resist\u00eancia (WEC)<\/strong>
\n<\/a>n\u00e3o \u00e9 apenas uma conquista na pista, mas tem uma import\u00e2ncia significativa para os esfor\u00e7os de marketing da Ferrari e para o posicionamento da marca.<\/p>\n

Um pouco de hist\u00f3ria<\/strong><\/h2>\n

A hist\u00f3ria das corridas de resist\u00eancia da Scuderia Ferrari come\u00e7ou em 1949, com a sua primeira vit\u00f3ria em Le Mans<\/strong> apenas um ano depois, em 1950. Depois de uma era dourada, em que o Cavalo Empinado obteve nove vit\u00f3rias hist\u00f3ricas entre 1960 e 1965, a Ferrari tornou-se sin\u00f3nimo de corridas de resist\u00eancia. No entanto, a lend\u00e1ria marca n\u00e3o obt\u00e9m as honras m\u00e1ximas na mais antiga corrida de carros desportivos em atividade no mundo desde 1965 – at\u00e9 agora.<\/p>\n

\"5d02a423d5453\"<\/strong><\/h2>\n

Porqu\u00ea Le Mans<\/strong><\/h2>\n

Ganhar em Le Mans \u00e9, por si s\u00f3, um golpe de marketing<\/strong>. O evento, muitas vezes referido como o “Grande Pr\u00e9mio de Resist\u00eancia e Efici\u00eancia”, \u00e9 visto por milh\u00f5es de pessoas em todo o mundo. Em 2022, atraiu uma audi\u00eancia de mais de 9,1 milh\u00f5es de espectadores acumulados<\/strong> e foi transmitido para 196 pa\u00edses. Le Mans n\u00e3o \u00e9 apenas uma corrida, mas um espet\u00e1culo, um testemunho de 24 horas do esp\u00edrito de competi\u00e7\u00e3o e das proezas tecnol\u00f3gicas.<\/p>\n

O regresso \u00e0s corridas de resist\u00eancia e a vit\u00f3ria na categoria de hipercarros tamb\u00e9m permitiu \u00e0 Ferrari mostrar os seus ve\u00edculos de produ\u00e7\u00e3o de alto desempenho e ultra-luxo – o n\u00facleo do neg\u00f3cio de autom\u00f3veis de estrada da Ferrari. A categoria dos hipercarros, mais ligada aos modelos de estrada, oferece uma excelente plataforma para os construtores demonstrarem as suas capacidades tecnol\u00f3gicas. \u00c9 uma mensagem forte para os clientes e entusiastas, refor\u00e7ando a imagem da supremacia da marca em termos de velocidade, inova\u00e7\u00e3o e fiabilidade.<\/p>\n

O resultado<\/strong><\/h2>\n

A vit\u00f3ria da Ferrari j\u00e1 trouxe uma avalanche de aten\u00e7\u00e3o dos meios de<\/strong> comunica\u00e7\u00e3o social, n\u00e3o s\u00f3 dos meios de comunica\u00e7\u00e3o social do desporto autom\u00f3vel, mas tamb\u00e9m dos meios de comunica\u00e7\u00e3o social tradicionais, amplificando ainda mais os seus esfor\u00e7os de marketing. Esta vit\u00f3ria tamb\u00e9m contribui para o fasc\u00ednio da hist\u00f3ria da marca Ferrari. Nada vende melhor do que um regresso<\/strong>, e a narrativa do regresso da Ferrari ao dom\u00ednio em Le Mans ap\u00f3s cinco d\u00e9cadas \u00e9 uma hist\u00f3ria excecional, que aumenta o valor da marca e a liga\u00e7\u00e3o emocional com os f\u00e3s.<\/p>\n

Agora, embora a vit\u00f3ria em Le Mans seja um grande impulso para o marketing da Ferrari<\/strong>, \u00e9 tamb\u00e9m uma mudan\u00e7a estrat\u00e9gica no seu foco de corrida. Dado o seu fraco desempenho na F\u00f3rmula 1<\/strong> <\/a>nos \u00faltimos anos, isto pode ser visto como uma reorienta\u00e7\u00e3o dos esfor\u00e7os para uma s\u00e9rie de corridas onde possam competir com mais sucesso. N\u00e3o se trata de desvalorizar a import\u00e2ncia da F1. O desporto continua a ser o pin\u00e1culo do automobilismo e possui uma enorme base de f\u00e3s, com uma estimativa de 1,9 mil milh\u00f5es de espectadores em 2019.<\/p>\n

No entanto, Le Mans e as corridas de resist\u00eancia oferecem algo diferente. Enquanto a F1 \u00e9 um sprint, Le Mans \u00e9 uma maratona que testa n\u00e3o s\u00f3 a velocidade, mas tamb\u00e9m a fiabilidade, a durabilidade e a efici\u00eancia. Trata-se de trabalho de equipa, planeamento estrat\u00e9gico e supera\u00e7\u00e3o de probabilidades<\/strong>. Mostra diferentes aspectos da for\u00e7a de uma marca, que podem por vezes perder-se no mundo de alta octanagem e velocidade da F1.<\/p>\n

Al\u00e9m disso, a mudan\u00e7a para as corridas de resist\u00eancia alinha-se bem com a evolu\u00e7\u00e3o geral da ind\u00fastria autom\u00f3vel no sentido da sustentabilidade e da efici\u00eancia. A classe de hipercarros<\/strong> em que a Ferrari entrou enfatiza a tecnologia h\u00edbrida, reflectindo as tend\u00eancias da ind\u00fastria autom\u00f3vel em geral e ecoando o impulso da pr\u00f3pria Ferrari para carros de estrada mais sustent\u00e1veis.<\/p>\n

\"5d05e250526e4\"<\/p>\n

Em compara\u00e7\u00e3o, a F1 ainda est\u00e1 a tentar encontrar o seu lugar num mundo cada vez mais consciente das quest\u00f5es ambientais. Embora o desporto tenha envidado esfor\u00e7os no sentido de utilizar unidades de pot\u00eancia h\u00edbridas e biocombust\u00edveis, a sua reputa\u00e7\u00e3o de espet\u00e1culo de consumo de gasolina mant\u00e9m-se. As corridas de resist\u00eancia, por outro lado, t\u00eam tradicionalmente colocado uma maior \u00eanfase na efici\u00eancia e, atualmente, na sustentabilidade, o que as torna mais apelativas para um p\u00fablico cada vez mais consciente em rela\u00e7\u00e3o ao ambiente.<\/p>\n

De um
\nmarketing desportivo<\/strong>
\n<\/a> Na perspetiva do marketing desportivo, tanto a F1 como as corridas de resist\u00eancia oferecem oportunidades e desafios \u00fanicos. A F1 tem tudo a ver com velocidade, tecnologia e glamour. \u00c9 frequentemente visto como o \u00e1pice dos desportos motorizados e tem um certo prest\u00edgio que \u00e9 dif\u00edcil de replicar. Le Mans e as corridas de resist\u00eancia, no entanto, t\u00eam mais a ver com resili\u00eancia, inova\u00e7\u00e3o e o elemento humano do desporto autom\u00f3vel. O fasc\u00ednio reside na hist\u00f3ria de uma equipa que luta contra as probabilidades para manter um carro a funcionar durante 24 horas seguidas.<\/p>\n

Na minha opini\u00e3o, o triunfo da Ferrari em Le Mans \u00e9 um golpe de mestre. N\u00e3o s\u00f3 rejuvenesce as suas credenciais nos desportos motorizados, como tamb\u00e9m lhes proporciona uma plataforma para mostrarem as suas proezas t\u00e9cnicas de uma forma que est\u00e1 cada vez mais de acordo com as tend\u00eancias actuais do mercado. Embora a Scuderia possa estar atualmente atrasada na F1, o seu sucesso em Le Mans pode ser a chave para desbloquear uma nova perspetiva de oportunidades de marketing.<\/p>\n

A vit\u00f3ria da Ferrari em Le Mans prova que n\u00e3o se trata apenas de ser r\u00e1pido, mas tamb\u00e9m de ser resiliente, adapt\u00e1vel e com vis\u00e3o de futuro. Estas s\u00e3o qualidades que ressoam nos consumidores e entusiastas actuais. Independentemente do seu desempenho na F1, o cavalo empinado galopa noutras formas de corrida e continua a manter o seu estatuto lend\u00e1rio nos anais do desporto autom\u00f3vel. Esta vit\u00f3ria em Le Mans n\u00e3o \u00e9 apenas uma vit\u00f3ria; \u00e9 uma afirma\u00e7\u00e3o – a Ferrari est\u00e1 de volta e est\u00e1 aqui para ficar.<\/p>\n

Al\u00e9m disso, a narrativa do ressurgimento refor\u00e7a o apelo da marca Ferrari. Injecta um novo vigor nas suas campanhas de marketing, permitindo-lhes retratar uma hist\u00f3ria de renascimento e resili\u00eancia – que a Ferrari<\/a> pode estar \u00e0 altura de qualquer desafio, uma mensagem que ressoa com a sua apaixonada base de f\u00e3s e apela a potenciais novos seguidores.<\/p>\n

A vit\u00f3ria em Le Mans n\u00e3o s\u00f3 refor\u00e7a o prest\u00edgio da Ferrari na ind\u00fastria autom\u00f3vel, como tamb\u00e9m exp\u00f5e a marca a um grupo diferente de entusiastas dos desportos motorizados que valorizam a resist\u00eancia, a fiabilidade e a inova\u00e7\u00e3o t\u00e9cnica.<\/p>\n","protected":false},"excerpt":{"rendered":"

A recente vit\u00f3ria da Scuderia Ferrari nas 24 Horas de Le Mans n\u00e3o foi nada menos do que s\u00edsmica. A Ferrari \u00e9 um nome conhecido no mundo dos desportos motorizados h\u00e1 quase um s\u00e9culo, mas o seu impressionante triunfo no Circuito de la Sarthe, ap\u00f3s quase 50 anos desde a sua \u00faltima vit\u00f3ria, \u00e9 um […]<\/p>\n","protected":false},"author":14,"featured_media":194902,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151,20150],"tags":[],"class_list":["post-240502","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nFerrari e Le Mans: o WEC \u00e9 melhor do que a F1 para o marketing da Ferrari?<\/title>\n<meta name=\"description\" content=\"A vit\u00f3ria n\u00e3o \u00e9 apenas uma conquista na pista, mas tem uma import\u00e2ncia significativa para os esfor\u00e7os de marketing da Ferrari e para o 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