Brand Tone

Authoritative and Expert, Passionate and Dedicated, Innovative and Forward-Thinking, Community-Focused and Supportive, Professional and Quality-Driven

Brand Values

• •Performance and Excellence
• •Innovation
• •Quality and Craftsmanship
• •Customer Focus and Support
• •Legacy and Heritage
• •Passion for Racing

Best Practices

• •Speak the Racer's Language: Use authentic terminology that resonates with the short track community. Demonstrate a genuine understanding of their needs and challenges.
• •Balance Heritage with Innovation: Proudly reference the company's rich history and experience while consistently highlighting advancements, new technologies, and future vision.
• •Showcase Expertise Through Value: Don't just state expertise; demonstrate it. Share technical insights, setup tips, and customer success stories that highlight the performance benefits of PCR products.
• •Maintain a Passionate yet Professional Voice: Let the genuine enthusiasm for racing come through, but always ground it in professionalism, quality, and a commitment to excellence.
• •Foster Community and Support: Regularly feature customers, share their successes, and emphasize the supportive relationship PCR has with its racers. This reinforces the "family" and "partnership" aspect of the brand.

Social Perception

Port City Race Cars is widely regarded as a premier and highly reputable chassis manufacturer in the North American short track asphalt racing scene. They are known for producing high-quality, reliable, and championship-winning chassis. Racers and teams perceive their products as giving them a competitive edge. The customer service and technical support provided by PCR are often highlighted as significant benefits. The recent acquisition by Terry Jones's group, which includes experienced figures from higher levels of motorsport like NASCAR, is likely perceived positively within the industry, signaling potential for further growth, innovation, and resources. They are seen as deeply embedded in the racing community, supporting series and racers directly.

Copy Examples

• •Headline: Engineered for Victory. Built on Legacy. Body: For over 40 years, Port City Racecars has been the chassis of choice for champions. Experience the difference precision engineering and a passion for performance can make. Your fastest lap starts with us.
• •Headline: Innovation That Wins. Body: Introducing the new PHASE II Late Model – a wider racing envelope, unmatched adaptability. We're not just building on our heritage; we're driving the future of short track speed. Discover the Port City edge.
• •Headline: More Than Metal. It's Partnership. Body: At Port City Racecars, we build relationships as strong as our chassis. From leading technical support to celebrating your wins, we're with you every lap. Join the family of racers who trust Port City.
• •Headline: The Next Chapter of Speed is Here. Body: Under new leadership, Port City Racecars is accelerating. Our commitment to quality, innovation, and your on-track success is stronger than ever. Get equipped for excellence.
• •Headline: Your Unfair Advantage. Crafted by Experts. Body: Leverage decades of race-winning expertise. Port City chassis and components are meticulously designed and race-proven to deliver maximum performance and unwavering reliability. Build your champion.