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Who actually buys something just because they support a winning F1 team or any racing for that matter? Red Bull has been the dominant team, but I don't go out and buy cases of the stuff. Renault powered the winning car, yet I'm not going to go buy a Renault tomorrow.
F1 is a fantasy land that basically lets the rich flaunt their $$$ and want bragging rights when their team wins. I highly doubt anyone buys something just because they are part of a winning team.
Still in doubt? Who here went and bought a Merc after LH or JB won the championship? Who switch their phone service to Vodafone (Verizon in the states) just because they sponsor McL?
VW thinking this will enhance their global marketing presence should reconsider other ways to break in to markets. People buy cars because they are reliable and get them from A to B, not because SV won the title power by that brand.