Entry to the US motorsport market - sustainable fuel

Communications

Everything

Commercial

Everything

Design

Everything

year:

2023

Headquartered in the UK with a state-of-the-art onsite blending facility and locations across the globe, Coryton is the leading supplier of bespoke fuels, creating specialist, advanced fuel solutions to sector leaders across every continent, including Antarctica. As a motorsport industry specialist, Coryton is proud of its heritage in producing the most forward-thinking, performance-oriented blends to the sector, from the pinnacle of FIA World Championships to grassroots racing. Having developed sustainable fuels and solutions for more than 5 years, Coryton launched its dedicated Sustain brand in 2021.

The Challenge

Following success in the UK and European market with Sustain, Coryton contacted ROOTS. to assess if there was a commercial market opportunity for the brand in the US, what routes to market may be most suitable and how to approach entry to market.

The solution

This project was split into two parts:

To commence, ROOTS. was first asked to do an in-depth US motorsport market analysis to assess the feasibility of market entry for Coryton. This included desk research, stakeholder interviews with US motorsport representatives and influential stakeholders as well as an analysis of all available data and information to highlight possible market entry opportunities.

The project was then followed by a trip to the USA to meet with leading US based motorsport stakeholders, making use of ROOTS. contacts built over more than a decade in the industry, to hold intro discussions and discuss marketing and commercial opportunities locally.

ROOTS. also asked produce a brand brochure to be used for business development.