Tag Archives: marketing

Fixing IndyCar & Turbo The Snail

The turmoil in the IndyCar Series seems almost never-ending. Whenever a problem is fixed or a new idea is tested it seems as if there are always two or three clouds following closely behind. Part of it is unhelpful gossip and hearsay, part of it is genuine inanity from various figures inside and outside the series (and by that I mean the organisation itself, the teams, drivers.. well, anybody really). The series doesn’t really deserve it.

IndyCar has come a long way since the ‘split’ and the messy post-unification days of 2008-2010. The racing is good and there are some top-notch drivers and team personnel as well as good people in the ranks of the series, all of whom I’m sure are being let down by others.
The fact some good folks were fired recently, some of them not in the job for all that long, for cost-cutting reasons is a terrible sign particularly as some are in marketing which is a chronic weakness of the series, they hadn’t been around that long and were just starting to make their presence known with some great ideas.

The whole parent organisation seems introspective, in denial, or working to outdated business practices. It feels as though everyone is clinging to the 90s, or even the 70s. I really hope the recent top level management changes bring about a change in attitude even though the early signs (the firings) are not good. Some certainty would be appreciated. New boss Mark Miles keeps talking in management-speak of a ‘deep dive’, which apparently means he’s ordered a data-rich analysis of the whole company (or even the group of companies controlled by the Hulman & George Co. of which he is CEO).

In much the same spirit, Steph at More Front Wing recently performed her own multi-part analysis which is well worth your attention. She has run through all the different factors which need addressing, some of them are pretty fundamental. All the same, they needed pointing out in a rational manner and that is what she’s done.

I don’t agree with all of the answers but that’s fine, what was needed was a dose of realism and some potential suggestions. Do read and comment with your own ideas and observations. I’m afraid I rambled for far too long in the comments sections with my own thoughts!

Turbo

There is some positive news in the pipeline. DreamWorks are working on a feature film connected to the IndyCar Series – it is about ‘Turbo’, a racing snail who wants to go faster and faster, sees the Indy 500 and wants to race in it. Yes, really. At first I was sceptical too because it sounds ridiculous, but then I saw the trailer and saw how well DreamWorks rendered IMS and the IndyCars themselves. I’ll reserve final judgement until I see the film but do you know what? This might work.

Check out the trailer here:

Allen at Grab Bag Sports made a great point: this is going to shift the demographic of the average IndyCar fan, which is currently getting older and fewer in number. If this film works – even if it is only moderately successful – it ought to attract kids and their families and skew the ‘casual’ fanbase in a younger direction. It might even open up interest internationally. Allen also spotted word of a mooted spin-off cartoon series. Let’s hope that happens.

Quite how many people outside the US ‘Mid-West’ will connect the race in the film to the real life Indy 500 and IndyCar Series remains to be seen. IndyCar and the H&G parent company need to be sure their house is in order in the next six months so that they are ready to make the most of this opportunity.

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