Delphi has come roaring into the new millennium determined to be known as more than a parts maker.
Backed by an estimated $10 million ad budget, the company unveiled two new TV spots, one that ran during the Super Bowl. For the first time, Delphi took over the title sponsorship of the opening race for the Indy Racing League series held Jan. 29 in Orlando, Fla.
In a lighthearted way, the two TV spots are meant to inform the world that Delphi is providing new in-vehicle technologies such as Internet access and e-mail. Delphi's goal is to become a household name, establish strong brands and develop loyal consumers, as some successful suppliers of tires and car stereo have done, said Bill Lafontaine, director of marketing.