 Success Story
Powerful
Fuel, Rugged Oil Demonstrated By Racing
Champions
Word of mouth praise, free publicity and
accessibility were the foundations of Sinclair's
program to entrench its position. The public
made no distinction between the products of
companies; it bought what was handiest.
 With
effective distribution under the Sinclair brand
in less than one-half of the nation, the retail marketers
rejected national advertising. Promotion aimed
to prove that Sinclair fuels had more power,
Sinclair lubricants more stamina, than those of
competitors. Further, an entirely new concept
was developed: that service to car owners was of
major importance, since the public knew almost
nothing about the mechanics and maintenance of
automobiles.
  The
power and durability superiority of Sinclair
products were demonstrated by champions of the
new sports craze--racing of internal combustion
vehicles. Tailored white Palm
 Beach coveralls
proclaiming the Sinclair name were worn by many
speedsters of the 1920's: Gar
 Wood, supreme on the
water; Floyd Clymer, the fastest motorcyclist;
road and track auto winners Tommy Milton, Ralph DePalma,
Gaston Chevrolet, Cannonball Baker and Art
Kline. The publicity of their exploits enhanced
Sinclair's stature, so that independent service
station owners solicited Sinclair franchises.
Thus were gained greater concentration of sales
in its market areas, reduced costs and widened
coverage.
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