About Vehicles Racing

Prodrive works with the world's vehicle manufacturers to help them create cars consumers want. It develops innovative technology which improves the performance, safety and desirability of the products of the world's automotive industry through full turnkey programmes.Prodrive has fulfilled many major vehicle programmes using our full turnkey capability. We have a core group of senior strategists working with external consulting partners which can create new product concepts that meet clearly defined market needs.

We will then manage the whole process from initial feasibility studies, through concept engineering with design, styling and clay modelling, to body and chassis design, prototype build and vehicle validation and certification. Finally we can set up and manage manufacturing facilities and control the import and delivery of vehicles to dealers. We understand the increasing desire of consumers to differentiate their vehicles from the rest of the market. We can assist vehicle manufacturers in shifting their promotional efforts from mass marketing of vehicle models, to the mass personalisation of their products to suit individual consumer taste.

Recent projects include the development of the Brera S with Alfa Romeo, the RX-8 PZ with Mazda, the Fiat Stilo Schumacher and a range of limited editions for Subaru. Our approach is to combine both Prodrive engineered components with those of specialist brands. These can be offered within a manufacturer's warranty, helping increase residual prices later in the vehicles life cycle and adding value to the consumer. Marketing is a central element of every vehicle programme.

With a new niche vehicle for example, we would first identify through a specific qualitative and quantitative benchmarking procedure what the brand attributes of the vehicle should be in terms of not only the way it looks, but of the way it rides and handles. Replicating these characteristics is important to retain brand loyalty and ensure repeat purchases.