Why the DTM doesn't need Britain anymore

The announcement last month that the DTM would not be returning to Brands Hatch, or indeed Great Britain in 2014, was a major disappointment to fans of the series on these shores, but not a huge shock.

Since first appearing in the UK with a non-championship 'ITR Cup' double-header at Donington Park 22 years ago, the DTM has, in various guises, taken in Silverstone and Brands Hatch and featured star names like Jean Alesi, Mika Hakkinen and Juan Pablo Montoya.

But spectacular machinery and front-running British drivers such as Gary Paffett, Jamie Green and Paul di Resta have not been enough to keep the British fans either buying Mercedes, Audis and BMWs, or even showing up to the races anymore.

Just 18,000 were present at Brands Hatch in May to watch Mike Rockenfeller win - a little over half the number there to chase Lewis Hamilton for an autograph three years previously. This was the conclusive proof that Britain no longer provides value to the DTM, its promoter the ITR or its competing manufacturers.

BADLY PROMOTED

ITR chairman Hans Werner Aufrecht believes that the DTM suffered from a lack of promotion in the UK, specifically via the mainstream media, but denies his organisation is responsible for this.

"The responsibility is with the national agents for the manufacturers to make the promotion; BMW UK, Mercedes UK, Audi UK... They all have this responsibility," he says.

"They race in the DTM to sell cars in their markets. You have to promote your success when you have it.

Hans Werner Aufrecht © LAT

"We've never had good broadcasting in the UK, and that is normally the key to a successful series. Secondly, we are not in the mass media, the newspapers. Nobody knows what the DTM is.

"We have to rely on specialists like AUTOSPORT, but you don't reach the same number of people as the TV. We cannot penetrate."

WRONG TRACK

Criticism has been levelled at the use of the 1.2-mile Brands Hatch Indy circuit for its lack of overtaking opportunities afforded to powerful, downforce-heavy cars, and for the lack of spectacle that this provides for paying spectators.

"It's a traditional track, but it's also very small with difficult overtaking and spectators do not want to watch this. It's a problem for us," Aufrecht says.

Jonathan Palmer, chairman of Brands Hatch owner MotorSport Vision, insists however that this problem could easily have been avoided.

"The ITR asked for the short track so they could have more laps for the fans. We have a longer grand prix circuit here which had an FIA Grade 2 licence," Palmer says. "And we could have used that.

"However, I can understand why they don't want to be in the UK anymore if it's not working from a business point of view. The ITR is the promoter of the DTM and one of its reasons for being there is to make money for the series.

"It's obvious that developing countries, which have national or regional government funding in place for sporting events, will be able to offer more attractive packages to championships than countries that don't provide that sort of incentive, like here in the UK."

NEW MARKETS

These new countries, including Russia - which made its debut in the DTM this year - Hungary and China, are ripe for exploitation by automotive manufacturers keen to pounce upon markets developing far more quickly than those in Europe.

Aufrecht insists that while protecting its heritage and loyal fanbase in the German-speaking nations, the DTM cannot continue to benefit its participants unless it helps its entrants into new geographical areas, such as Russia, Hungary and China.

"Don't be surprised to see two races in Russia soon," says Aufrecht. "There's 3000km between Moscow and Sochi, and you can sell a lot of new cars in 3000km."

While Britain cannot currently hope to give a manufacturer a similar return for its marketing investment, Aufrecht remains noncommittal on Britain's future involvement in the DTM.

Brands Hatch was not the right track for the DTM © XPB

"Short-term, I don't think we'll be back," he says. "The possible marketing opportunities for the DTM are not being used right now in the UK. But in the future, and if conditions change, why not?"

EXPERT VIEW
Andy Priaulx, BMW DTM racer

It's the most massive shame that the DTM won't be back in the UK next year because racing in front of your home crowd is one of the most special experiences you can have as a professional racing driver.

I haven't raced in a British championship since my BTCC season in 2002, so racing at home is something I probably only get to experience once, or maybe - if I'm lucky - twice in a season, and I consider it a massive privilege, just like the GB guys who competed at the London Olympics did.

It's fantastic to see huge crowds turn out in Germany to support the DTM, but giving autographs for foreign eBayers just isn't the same as when a British marshal asks you to sign their orange suit. Those guys that man the corners every weekend live every lap with you and you feed off their support.

There were only 18,000 fans at Brands Hatch for the DTM this year, but they were there for just three drivers: myself, Gary Paffett and Jamie Green, and I'm sure they'd agree with me that when you come into the circuit in the morning and everyone wants to shake your hand and wish you good luck - for no other reason than you're representing their country - it makes the hairs on your neck stand up.

TIMELINE: Britain's DTM highlights, 1991-2013

1991: Non-points 'ITR Cup' races at Donington Park are won by Frank Biela's Audi V8.
1996: A packed Silverstone witnesses Gabriele Tarquini's lone ITC win for Alfa Romeo.
2002: Jean Alesi takes maiden DTM series victory in revived series at Donington.
2006: Event switches to Brands Hatch as Jamie Green cedes the win to Mattias Ekstrom late on.
2009: Paul di Resta becomes the first Brit in the series to win on home soil.