IndyCar: See the Future!

I go back and forth on the "innovation" question as it pertains to IndyCar racing. Yes, innovation was a great selling point for racing for nearly a century. However, as the author of this story in Slate writes, innovation in those days had everything to do with top-end speed.

That is not the case today.

Again, I point you in the direction of the column in Slate in which Edison2 is discussed.

Former racers Ron Mathis, Kevin Doran, and Brad Jaeger (Indy Lights) are managers for this very ambitious company located in Lynchburg, Virginia.

The Edison2 also provides a nice tie-in with IndyCar because it runs on E85 Ethanol. According to the company, the 750-pound Edison2 has demonstrated that it can get 101 mpg. That won't help APEX Brasil and UNICA sell ethanol, but it might just give IndyCar racing something interesting to promote.

Might we some day see the 5-gallon Indianapolis 500?

Roggespierre

Bernard must shift gears to grow IndyCar

Before I head to Indianapolis for my 33rd consecutive Indianapolis 500 Mile Race, I want to discuss the challenges that face new IndyCar CEO Randy Bernard.

Curt Cavin's in-depth discussion of Bernard in Friday's Indianapolis Star reignited my interest in this topic. As one might expect, the portrayal of Bernard is glowing. Bernard's past success with Professional Bull Riders has earned him the benefit of the doubt, not to mention a significant Honeymoon Period.

I do not take issue with that in any way. The man deserves credit for the good work that he has done. Furthermore, I am encouraged by his work ethic and his results.

PBR vs. IndyCar: a different brew

That said, with Professional Bull Riders, Bernard essentially created a business enterprise where there had not been one. Building something out of nothing is difficult, to be sure. However, working from a clean sheet of paper does provide some advantages.

1. Low cost basis
2. Little or no direct competition
3. Low expectations
   

Unfortunately, Bernard can look forward to enjoying exactly none of those advantages as he attempts to revive IndyCar, where...

• The cost basis is exponentially greater than the value of the end product.
• Direct competition abounds both nationally and internationally.
• Perceptions of past success and the existence of successful firms in the motorsports space make for unreasonably high expectations among buyers and suppliers.

To summarize, Mr. Bernard is sure to discover - if he hasn't already - that Professional Bull Riders and IndyCar are very different animals.

PBR - NASCAR with Horns?

The good news is that Professional Bull Riders succeeded because Bernard effectively sold it to a quasi-mass market. This conclusion is supported by the types of sponsors - Wrangler, Jack Daniel's - that signed on. Thus, PBR would seem to be positioned similarly to NASCAR. Apparently, those folks still have time to watch something on TV in addition to Cup and Grand National. PBR's 2.4 rating with its NBC time buy further supports this conclusion.

One wonders, then, why Bernard would embrace a very different approach to marketing IndyCar.

Yes, the product is different. Then again, Bernard would seem to have authority to change the product in order to attract a large audience. Instead, it seems that he is attempting to create an entirely new breed of U.S. racing fan.

That - the Clamor for Glamour - shall be the topic of an upcoming post.

My next post, however, shall be one of longing.

Wish You Were Here - the 2010 Indianapolis 500 Edition - is forthcoming!

Roggespierre