Spielwarenmesse: "People do not want to be simply left alone in the digital world"

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Carrera World Eingang
  Movers & shakers

25. June 2018 / Movers & shakers

"People do not want to be simply left alone in the digital world"

from Harald Hemmerlein

The Carrera WORLD experience in Oberasbach, near Nuremberg, has been a meeting point and event location for fans of the Carrera racetracks from Stadlbauer Marketing + Vertrieb GmbH of Austria for two years already. Laid out over 2,300 square metres, this unique themed world offers action and fun for racing drivers of all ages. We spoke with Andreas Stadlbauer, CEO of the Stadlbauer Group, about the sustained allure of slot cars, even in these times of digital and virtual racing simulations.


Spielwarenmesse®: Many predicted the end of slot cars when the first racing simulation games appeared for PCs and games consoles. But just the opposite has happened, as Stadlbauer is proving with its Carrera WORLD near Nuremberg, for example. Why is that?

Andreas Stadlbauer: People do not want to be simply left alone in the digital world. This is also why so many of us go to watch football or attend rock concerts – because we have a fundamental need for shared experiences. At Carrera, we combine modern motorsport and automotive themes with exciting and entertaining experiences in the form of races on the Carrera track. In doing so, we appeal to a very broad target group.

What is the value of Carrera WORLD within your marketing mix?

A.S.: Carrera WORLD has become a key centre of our Carrera event activities and represents an important pillar in the marketing mix and of the Carrera brand. We have fully achieved our goal of appealing to many people in the greater Nuremberg area.

What is the breakdown by age for visitors to Carrera WORLD?

A.S.: Carrera WORLD not only hosts company events, seminars and training courses but also many birthday parties and private celebrations. Adults as well as young people and children of all ages meet at the various Carrera racetracks and ultimately have fun together. It’s not for nothing that we say that Carrera unites through duelling!

Are there women and girls also eager to take the controls?

A.S.: We are noticing a steady increase in female members not only in our popular Carrera online club. More and more women and girls are also joining in on the Carrera WORLD races. This can often take some male competitors by surprise.


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Author of this article:

Harald Hemmerlein

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