The timing of being the primary sponsor on Martin Truex’s No. 78 Toyota for the Bojangles’ Southern 500 throwback weekend Sept. 2-4 at Darlington (S.C.) Raceway offered a unique opportunity for Auto-Owners Insurance, which is celebrating its 100th anniversary.
In the spirit of the throwback concept, Auto-Owners Insurance has opted for a retro look on Truex’s race car that will pay tribute to the company’s centennial milestone. The Lansing-Mich.-based company, which has been a staple in local communities since it was founded in 1916, is one of the nation’s largest insurers.
“We love the retro theme of the Darlington race and how it celebrates NASCAR’s history,” said Mary Pierce, Auto-Owners senior vice president of marketing and sales. “Auto-Owners really wanted to be part of this race as we celebrate our 100th year in business.”
Truex will also wear a special firesuit at the Darlington race, honoring independent insurance agents and the typical agent attire from back in 1916.
“Darlington has just become an even more exciting race for our Furniture Row Racing team by having the retro Auto-Owners Insurance paint scheme on our Toyota Camry and also my fire suit,” said Truex, who has already clinched a 2016 Chase playoff berth. “Auto-Owners has put a lot of creative thought in activating its primary sponsorship and we would like nothing more than to reward the 100-year-old company with a victory at one of NASCAR’s most celebrated tracks.”
The Auto-Owners paint scheme and firesuit for the Darlington Raceway weekend is part of a larger company promotion called Fast, Friendly, Local.
“Fast, Friendly, Local exemplifies the way Auto-Owners and our independent agents serve our customers,” said Pierce. “In 1916 you had to walk into an insurance agency to buy insurance. Now, you can use modern technology to contact your independent Auto-Owners agent, but at the end of the day you are still buying insurance from an expert who lives in your community. That experience is part of the outstanding service Auto-Owners wants to deliver to our customers.”
