Myke Penfold
Vice President, Sales and Marketing
Myke Penfold has an extensive background in the automotive and motorsports businesses, developed through years of hands-on experience and personal achievements. Myke has spent the last 10 years immersed in the automotive industry in North America, but has actually amassed a lifetime of exposure.
Over the last three years, Myke has worked extensively on a major restructuring, brand positioning and corporate identity program for a Globally recognized automotive manufacturer. This included the development of additional new divisions to handle alternative energy and motorsports activities.
Myke has personally visited many of the top automotive retailers in North America as well as some in UK and Europe. He has attended various manufacturer’s special event promotions and track days events across North America, to get direct retailer and customer input.
Myke has also attended many Porsche Club of America events as well as competing in one of the largest, the Sebring event every year, in February. Myke also managed and ran a track day company, hosting events for Porsche and Lamborghini retailers and customers, at race tracks across Eastern Canada and Northern USA.
Prior to this, Myke developed a complete North American motorsports initiative for Automobili Lamborghini, which received initial approval when presented to senior management from Italy. The program included Myke working with North American retailers to establish marketing and promotional opportunities that would help build brand position and drive sales.
Myke has worked as Commercial consultant for Zytek Group, the UK based Le Mans Prototype racecar and engine manufacturer. This included establishing sponsorship to cover race budgets as well as developing relationships with other teams and Series management in order to generate sales opportunities for Zytek racecars for future seasons in the American Le Mans Series. He also designed and presented proposals to numerous major automotive manufacturers to provide co-branding opportunities with the Zytek race team, including using the team’s new Hybrid technology in American Le Mans Series and the 24 Hours of Le Mans.
Myke also developed a complete, North American wide motorsports marketing and promotion program for Jaguar Cars North America, which received approval from North American Senior Management, but was stalled due to the pending sale of the brand by Ford Motor Company.
Myke developed and executed the Porsche Cayenne Tour of North America, a motorsports marketing tool designed to support race teams and their sponsors. Myke worked closely with Porsche retailers across North America, as well as coordinating the program with Porsche Cars, Porsche Motorsports NA and title sponsor AXA Financial and numerous secondary sponsors, organizing special events and promotional opportunities to drive awareness and sales for all partners.
Myke developed sponsorship programs for American Le Mans Series, SPEED World Challenge and Honda Michelin Challenge Series race teams that involved business to business and retail programs to provide sponsors with a valuable return on their investment, including extensive media and P/R exposure.
Over the years Myke has also developed and managed numerous promotional programs for many major automotive manufacturers, such as new model launches and product placement programs for Porsche, Jaguar, Land Rover, Mercedes-Benz, Lincoln and Volkswagen.
