By running Ferrari GT racing and touring cars, Prodrive has a connection with one of the most glamorous sectors of motorsport.
But it is Subaru's rallying success which is of special interest to Prodrive boss David Richards who, two years ago, purchased ISC (International Sports World Communications) from Formula 1 entrepreneur Bernie Ecclestone.
This gave Mr Richards the TV rights to the World Rally Championship. As someone who used to compete, he wants to provide television viewers with something spectacular.
Mr Richards describes rallying as “a true activity with real motorcars driven by real men in a real world”. He senses motorsport fans are ready for an alternative to Formula 1, and one with spectacular back-drops.