That range is put to the test every time
one of the MOMO cars takes to the track –
on MOMO road wheels, controlled by a
MOMO steering wheel, and with a driver and
pit crew protected by MOMO safety gear.
But while the racecars are testing
MOMO products, they’re also showcasing
MOMO with that evocative livery.
“Obviously, it’s a tremendous billboard, a
tremendous branding platform,” Phaneuf
says. “By default, the car is seen on TV
coverage, but we also use the racecar to
promote the brand through print ads,
social media and our You Tube channel.
“On Facebook, we have close to half a
Prior to the modern electronic era,
many title-winning Formula 1 cars
were equipped with MOMO steering
wheels, carrying racers such as John
Surtees (ABOVE), Niki Lauda, Mario
Andretti and Nelson Piquet to success.
MOMO founder Giampiero Moretti
was an avid sports car racer, and he
frequently carried MOMO branding on
his cars to promote the very products
that were being race tested.
Surprisingly, given its Italian heritage,
the instantly recognizable red and
yellow MOMO livery is most closely
associated with Porsche racing cars.
Moretti raced a 911 RSR in Europe in
the mid-1970s before switching his
attention to the IMSA series in
America, where he campaigned a
series of 935-based Porsches.
Moretti switched to prototypes in
the ’80s, running everything from
Alba to Zakspeed chassis, with a
couple of Marches thrown in for good
measure. He returned to Porsche to
field a MOMO-branded 962 in the
latter part of the decade, but when
IMSA created the new World Sports
Car class in ’ 93, Moretti was
instrumental in convincing Ferrari to
end a 20-year absence from sports
car racing with the Tipo 333SP.
After trying since 1970, Moretti
nearly won the 1996 Daytona 24
Hours before finally triumphing in ’ 98
in a 333SP (BELOW). After achieving
victory a few weeks later at the
Sebring 12 Hours in the same Ferrari,
Moretti wound down his driving career,
competing in only a few more races.
MOMO’s presence in auto racing
continued following Moretti’s
retirement from driving and even after
his death in 2012. The company’s
safety equipment and wheels remain
in wide use in many forms of racing.
MOMO RACING HISTORY
million likes on our MOMO Motorsport
page, and it’s still quite new. We want to
promote the brand, but we also want to
help promote the sport, and the car and
the racing program become the focal
point of the communication.”
It’s no coincidence that the modern
MOMO racing livery is similar to the one
that Moretti made famous on his Porsche
935s when IMSA racing was in its heyday.
“When we decided to go with a ‘factory’
program – a full-on MOMO project – it was
important to be as competitive as we could
be, but also to have a product synonymous
with how Moretti left the world of racing,”
Phaneuf says. “Henrique takes tremendous
pride in the appearance of the team and
car. He’s very respectful of carrying forward
the history of the brand on the track.”
With a unique history and aggressive
new ownership, MOMO is a prime
example of a firm that has utilized the
business of racing to prove its products
and improve its bottom line.
Cisneros and Sean
their ALMS GTC class
victory at the 2013
Long Beach Grand
Prix. (ABOVE) MOMO
race teams, including
two-car Porsche Mobil 1
Go to momousa.com to find out more about
MOMO and its tradition of quality and innovation.
MOMO Motorsport lives at @MomoMotorsport