Dmack: Product development to supplant own WRC entry in 2018
In 2017, Dmack again ran a WRC car programme to generate brand exposure and demonstrate the performance of its products. Following what it calls its “most successful” season in the FIA World Rally Championship to date – a year that included highlights such as Dmack-shod drivers leading four events and a maiden overall victory in the Wales Rally GB – the company has decided to take a break from fielding its own WRC car. Next year, the focus – and funds – will instead shift to product development. Dmack also intends to take advantage of the many commercial opportunities it sees by expanding its customer base in WRC2, ERC and other regional and national championships.
The decision not to field its own car by no means signals Dmack’s exit from WRC involvement. Dmack states a continued aim of retaining a full-time presence in WRC next season as an approved tyre manufacturer. While not ready to supply a WRC team for a full season, the company is looking at opportunities to have a third manufacturer-entered WRC car running on its tyres – allowing teams to secure extra points on key events.
As a WRC tyre supplier for the past seven seasons, the small, privately-funded UK business is proud of the significant progress made with its products, and is confident it has, as a company, “proved it can be competitive against the world’s best tyre manufacturers.” Dmack believes now is the right time to take advantage of the success it has achieved at a global level and make strides to expand its customer base, upgrade the dealer network and extend its range of motorsport products.
“The Dmack story in WRC has been a real success and the results from this season have topped it all,” shares Dick Cormack, Dmack managing director. “Our WRC-car programmes over the last two years have demonstrated the capability of our products but, now that we’ve achieved what we set out to do, it’s time to re-focus our limited resources on expanding our core customer base in both WRC and regional championships and continuing to push ahead with product development.
“The Drive Dmack Fiesta Trophy was a huge success for us and we will use this model to continue to support young talented drivers,” Cormack continues. “We’ve shown time and time again what our products are capable of and that they can compete with the biggest and best tyre manufacturers in the world – a huge achievement for a small private company like Dmack.
“Our attention will now turn to realising the many commercial opportunities that success has brought, while focusing on product development on all surfaces across a range of championships worldwide.”