Let’s be real: motorsports revolve around authenticity, passion, and performance – not buzzwords and corporate speak. Yet, so many companies fall into the trap of using corporate jargon to promote their products. That’s a huge mistake.
In motorsports, whether you’re talking to a weekend warrior or an old pro, the message needs to be real and relatable. But nothing kills that connection faster than corporate-speak.
What is corporate jargon?
We’ve all heard it:
“Synergy”
“Disruptive innovations”
“Team of rockstars”
It’s the kind of language that’s fine for the boardroom but completely out of place on the track. It’s stiff, impersonal, and, worst of all, it makes people feel like they’re being sold to rather than spoken with.
Why it’s a problem in motorsports marketing
Motorsports participants don’t want to feel like just another customer in a corporate machine – they get enough of that during the week. They’re passionate about their sport, and they expect companies to be just as passionate and knowledgeable about what they’re selling.
When companies use corporate jargon, it creates a wall between the brand and the customer. It feels cold and distant, and it undermines the very authenticity that’s essential to building trust with the motorsports community.
Authenticity wins
Motorsports marketing should feel like a conversation between friends at the track, not a business deal. Enthusiasts want to hear from people who live and breathe the same passion they do, people who understand the thrill of a perfect turn, the importance of precision in every component, and the need for products that actually make a difference.
Instead of talking about “streamlined solutions,” display case studies and utilize UGC content. Instead of “maximizing potential,” show how you’ve helped real athletes enjoy their passion more.
The power of user-generated content
One of the best ways to promote authenticity is through user-generated content (UGC). When your customers share their own experiences, whether it’s posting a video of their ride or talking about how your product improved their performance, it resonates in ways that corporate messaging can’t. UGC allows enthusiasts to see the real-world impact of your brand, creating trust and community. It’s raw, it’s real, and it’s proof that your product is actually making a difference. By showcasing customer stories, you not only avoid corporate jargon but amplify the authentic voices that truly matter.
The bottom line
Dump the corporate jargon like a bad ex-girlfriend. Be real. Talk to your customers the way you’d talk to someone at a race or in the garage. Build trust by being transparent, relatable, and passionate. That’s how you connect with the motorsports community—and that’s how you win in this industry.
Does this mean you have to go off the rails and disregard all branding parameters? Of course not. Find the balance, and run with it.