Saleen Performance Vehicles launched a vehicle configuration iPhone application, letting consumers interact with the cars.

The Saleen Performance application provides Saleen owners and enthusiasts instant access to the latest vehicles, photos and news from Saleen. 

Mobile Marketer?s Dan Butcher interviewed Michael Timarac, brand manager at Saleen Performance Vehicles, Pontiac, MI, regarding the new application. Here is what he said:

What is the strategy behind the launch of the Saleen iPhone application?
The Saleen Performance application by Saleen Performance Vehicles includes the first vehicle configuration application on the mobile market. 

The Saleen Performance application provides Saleen owners and enthusiasts instant access to the latest vehicles, photos and news from Saleen. 

This first generation Saleen Performance application will be launched during media week of the 2010 North American International Auto Show in Detroit.

As a Michigan-based company, Saleen is using the world?s premier auto show as a platform to announce its mobile presence to the international automotive industry and performance vehicle enthusiasts.

The Saleen Performance app enables users to:
- Check out the vehicles ? the beauty, power, specs and features
- Configure a Saleen Performance Vehicle
- See the images and experience the sounds of Saleen power
- Share with friends
- Browse SpeedLab parts for body, engine, driveline, brakes, suspension, and many more high-performance components
- Find and connect with a dealer

What is the target demographic, and what challenges does this application address for those Saleen customers?
The target demographic for the Saleen Performance application includes Saleen owners and enthusiasts, as well as anyone who follows the best in high-performance vehicles. 

The application allows users to interact with all Saleen vehicles, as well as search for parts from the Saleen SpeedLab.

How is Saleen getting the word out about this application (i.e. marketing tactics)? Will it be mentioned in TV, print, online or radio ads? Is the company running any mobile advertising, either across the mobile Web or within other applications?
Saleen is launching the Saleen Performance application during the 2010 North American International Auto Show in Detroit, specifically targeting the top automotive media. 

The application will also be mentioned in all email marketing materials from Saleen, as well as links on http://www.saleen.com and Saleen Performance Vehicle?s Facebook and Twitter sites.

Is this Saleen?s first foray into mobile?
Yes, this is Saleen?s first mobile application.  Enhancements to the application will be added throughout the year.

What challenges does Control-Tec address for Saleen?
As one of Saleen Performance Vehicles? affiliated companies, Control-Tec, the engine controls group, has been pivotal in advancing the sophistication of Saleen new vehicles? calibrations through the application of the same innovative processes and tools used by their OEM customers. 

Six sigma principles were used to deliver an application that customer?s would enjoy which includes an industry first vehicle configurator feature.