“There is no marketing that sustains a bluff.”

Even after 15 years of his death, Ayrton Senna is still one of the most admirable people by Brazilians. The most surprising fact is that he is the greatest sports idol for young people between 15-19 years old. The research was made by IBOPE and Troiano Brand Consultancy. Margareth Goldemberg, Executive Director of Ayrton Senna Institute, stated: “Ayrton became a transgenerational phenomenon. These young people didn’t see him in activity. They knew about him because their parents told them.”

Virage Senna at Circuit Gilles Villeneuve, Montreal, Canada

Senna is still very popular around the world and in Canada it is no exception. At Emporium F1, which is one of the specialized motor racing stores of Montreal, Senna’s Lotus and McLaren’s model cars were rare and used to be sold very quickly. They were always the most expensive, comparable to the model cars of Gilles Villeneuve, the local hero. Two racing legends, two tragic deaths. In 3 Montreal F1 Grand Prix I have been in the past years, many people asked me to take pictures with my Brazilian flag, on which is written SENNA FOREVER.

What is the secret behind Senna’s myth image? His horrible death when he was still young and at the top of his career? His close relationship with Globo, the leading Brazilian TV group? What about his innumerous fans in Japan, were they crazy about him just because of Honda’s promotional campaigns? Yes, all those elements collaborated to improve his good image but as Ayrton once said:

“There is no marketing that sustains a bluff.”

His talent, his charisma, his passion, his commitment with his work, his efficiency and the fact that he delivered great results were the reasons of his success. And they are still the reasons of Senna’s brand success.

A fan hommage to Senna in 1994, at Eau Rouge turn, Spa-francorchamps Circuit, Belgium