COMMENTARY-Indy, Your Chance is Now

If you're looking for some great reading, visit Peter De Lorenzo's site, Autoextremist.com. De Lorenzo spent 22 years in advertising and marketing in the auto industry, and now writes about it on his site.

Like me, De Lorenzo is not a fan of NASCAR (which holds a special place in my heart), and comments about it frequently in relation to the American auto industry's involvement. In an August 6th article, De Lorenzo discusses the involvement of the Big 3 (Ford, GM, Chrysler) in NASCAR, specifically what the manufacturers would like to see from the series.

I found this passage particularly interesting:

"2. Elevate the technology. This is something that NASCAR better get on board with, because the manufacturers are more than adamant about it. They're tired of NASCAR's head-in-sand approach when it comes to applying technology to Sprint Cup. On the manufacturers' wish list? Direct fuel-injection, overhead cams and alternative fuel. And that means walking away from "spec" engines too - and doing away with the common bore centers that NASCAR is requiring. And the fact that NASCAR just went to unleaded racing fuel not long ago isn't cutting it with Detroit, either. They're thinking E85 instead.

The reality? NASCAR will argue that these kinds of changes will add to the cost for the teams, but that argument isn't likely to hold water with the Detroit manufacturers. NASCAR's "yester-tech" comfort zone with 60s automotive technology will have to finally be put out to pasture, if they want the Detroit manufacturers to stay interested, that is."

If the Big 3 feel that way, then I believe that a golden opportunity has presented itself to Indy Car: an engine formula that will encourage Detroit's involvement!

With tough times facing all three of Detroit's automakers, they are suddenly being forced to scrutinize their expenditures more carefully. Perhaps after years of irrational marketing involvement with NASCAR, they're finally asking "what's in it for us?". The truth is, not much.

Want brand recognition? NASCAR's new "Car of Tomorrow" puts to rest any leftovers from the days when NASCAR was a series for "stock" cars. Want engine development? Nope, NASCAR is mid-60's technology, small blocks with carburetors.

The truth is, NASCAR provides Detroit with very little marketing results for the millions of dollars the automakers have been pouring into the series. Win on Sunday, sell on Monday is a thing of the past.

How can the Indy Car Series benefit from this? Simple, encourage the Detroit 3 to become involved in Indy Cars. Let them bring their high tech engines with them. Let them run turbos (the IRL has officially announced the return of turbos in 2011), and experiment on how to get the most power for the least amount of fuel.

Speaking of fuel, the Indy Car Series is already partnered with Ethanol, and runs 100% fuel-grade Ethanol.

Now, I'll admit to having advocated, in the past, a low-tech "stock block" engine formula. But that was then and times have changed.

With high tech engines, it would allow Detroit to use the Indy Car series as a testing ground for future engine developments that could actually crossover into their product lines.

With the Indy Car Series looking to implement new engines and chassis for the 2011 season, it would be a great time for Detroit, and their marketing budgets, to get involved. Great for Indy Car, great for the carmakers.

As for NASCAR? Don't call us, we'll call you.