SixSpeed Attempts to Turn Trash Into Triumph

By Egotist / August 12, 2022 /

SixSpeed, a Minneapolis integrated marketing agency, will field a team of 6 racers from their staff and travel to Joliet, Illinois, to race a refurbished junker in the 24 Hours of Lemons on August 12–14.

24 Hours of Lemons is a spoof on the famed 24 Hours of Le Mans race. It’s an endurance car racing series on dedicated road courses for $500 cars. The cars are track-prepped to safety specs by the organization. Then, teams of 4-6 racers drive the soon-to-be scrap metal through the course until the wheels fall off or they emerge victorious.

SixSpeed is an agency specializing in brand action and experiential marketing with a mission to help people find their next gear. Entering the race was a no-brainer. A 1999 Honda CRV is the steed of choice to strive for the poorest of podiums. For every mile SixSpeed makes it, they’ll donate $1 to The Lift Garage, a non-profit Minneapolis garage dedicated to mobility for the impoverished.

Follow live starting at 10 a.m. on August 13 on the SixSpeed Instagram (@_SixSpeed) to see the (probably really short, but kinda weirdly splashy) spectacle.