AutoScene caught up with Pete Osborne, Team Principal of NAPA Racing UK, to discuss the team’s relationship with one of the automotive aftermarket’s most recognisable brands, what fans don’t see behind the scenes, the evolution of the British Touring Car Championship, and the opportunities ahead for NAPA Racing.
NAPA celebrated its 100th anniversary last year. How proud was the team to carry the NAPA colours?
“It was massive for us as a team to run the 100-year car. It was an absolute privilege. NAPA is such an iconic brand, particularly in North America and the aftermarket, and to showcase that in front of 20,000 to 30,000 fans, millions of TV viewers, and have the name branded across our bonnet was phenomenal.
The fact that NAPA had been doing business for 100 years made it even more special. For me, it was unbelievable to be part of that. The opportunity now is to build our own heritage and legacy for NAPA in the UK and Ireland. We’re already starting to do that.”
Many people don’t realise that the cars actually run with NAPA components. How important is it that the team has complete confidence in the products?
“I think it comes down to belief in the brand. We work so closely with NAPA Auto Parts and Alliance Automotive Group (AAG) as a business that we have confidence in their products. When we’re out there trying to win a championship, every lap, every win, and every point counts.
They have confidence in us, and we have confidence in them. The products have to be right. For me, they’re up there with the best.”
What do you think is most overlooked about running a successful touring car team?
“I think it’s the dedication and hard work that goes on behind the scenes. The way we meticulously strip the cars is something people probably don’t appreciate. Every time they come back to the site, they’re stripped right back to the shell and rebuilt from scratch. It’s a full nut-and-bolt strip. Engines, gearboxes, differentials, intercoolers – you name it, everything comes out of the car. It’s completely cleaned, checked and redone.
I think people imagine that the cars come back into the garage, we wash them, check the wheels and brakes and then roll them back out. That’s not how it works. I think everybody would be shocked by how much work goes into it.”
NAPA Auto Parts and AAG’s involvement is clearly about more than a logo on the car. How has the relationship developed?
“I think the key is that, although we’re two individual companies, we operate as one. We understand what we’re here to do. Ultimately, we’re here to sell parts. Within that business, we have a racing team. The racing team is run by Alliance Racing, which is the operating company handling the day-to-day employees, ordering, buying and selling and everything else we need to operate the team. But the big unique point is that we work as one brand. It’s not simply a sponsorship relationship. There is a genuine understanding of what we’re trying to achieve together.”
What makes the relationship different from a traditional sponsorship?
“I think the fact that we operate as one business is the big difference. It isn’t simply about putting the brand on a car and hoping that generates some exposure. There’s a much wider business strategy behind the relationship. We’re measuring success both on and off the track. For us, the off-track element is ultimately the most important part because if we’re successful at selling car parts and continuing to grow the business, then we’ll continue to use the methods that we know generate that growth.
One of those methods is British Touring Cars. The championship has helped NAPA grow the brand tremendously, and that is why the relationship works. We’re delivering something that goes beyond the racing itself.”
