Sunoco Race Fuels is the premier fuel of motorsports. Every weekend, countless enthusiasts, gearheads and professional racers depend on Sunoco Race Fuels to power them across the finish line. However, the Sunoco Race Fuels website needed a little refueling. They came to AB&C to redesign and modernize their site to reflect the innovation and forward thinking that has driven over 60 years of racing history.
Understanding Sunoco Race Fuels and their potential customers allowed us to go beyond creating a new website. We launched a brand and a business tool. Sunoco Race Fuels stands for innovation and efficiency—a brand that can actually encourage you to “Go Fast.” Our primary focus was to turn the new brand attitude into a website that acted like a Sunoco employee—there to help consumers find fuels, answer questions and promote Sunoco’s long-standing history in racing.
The Fuel Finder was adapted from an old database and converted to a CMS-managed database, allowing Sunoco to have full control over their dealers and representatives. Additional functionality allowed users to find fuels on their way to and from a race—ultimately alleviating innumerable calls to Sunoco Race Fuels each day.