New Rules Bring Hope For IndyCar Success
by Mary Champion
7/17/2010

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Thank God they didn't pick the Delta Wing!

That was my first reaction to the announcement by the IZOD IndyCar Series ICONIC Committee announcement of Dallara as the 2012, and beyond, chassis supplier for the series.

This was hardly a surprise as Dallara is the current chassis supplier for the series, and was felt by many to have the inside track to supply the new chassis.

My ho-hum reaction turned to interest as the new concept was explained.

The idea that the basic chassis, the safety cell, could be paired with various aero kits intrigued me.

Pair the idea of creative aerodynamics with the broad engine specifications and it could bring an almost unlimited number of rolling stock/engine combinations to the series.

Additionally, it was emphasized that while safety was the primary concern, the issue of cost was a major factor in making the series open to more variations in design.

The rolling chassis cost will be about $350,000, while the price of an aero kit will be pegged at $70,000. This is about 40% below the current cost.

The overall package for a car will be about $1 million, again a 40% cost reduction.

While an IndyCar is by no means inexpensive, it is hoped the new rules and costs will bring more cars into the series.

I hope the new rules will be successful in helping to revive the series that I admittedly love.

My initial worries about the ICONIC Committee findings apparently did not come to pass.

New IZOD IndyCar Series CEO, Randy Bernard, did not make the final decision as he first indicated would be the case, leaving the decision to those with knowledge of racing, not in the hands of the marketing guru's.

While I have not yet formed a solid opinion of Bernard's performance as series CEO, he did make some points with me for not dictating that the car design decision be made by IZOD's executives from New York.

While marketing is important in the 21st century world of entertainment (remember; it is no longer a sport, it is entertainment,) I'm glad he left the on-track decisions to others.

In a nutshell, let the racers design the car that competes, let the marketers sell the series it competes in.

I'm optimistic that the design elements will be a boost to the series. But, after listening to Mike Kelly, Executive Vice President of Marketing for Phillips/Van Heusen, address the media at Indianapolis, I'm not so optimistic about IZOD's marketing concept.

He continually emphasized that they want to attract 18-29 year-old males, with the emphasis seeming to be strictly on speed and partying.

If I'm off base on this please respond with your comments, but I don't think attracting a 24-year-old partier to a race is going to make him a life-long, loyal, race fan. He might remember the party, but not the race.

I won't deny that the series needs more young fans, but I'm not sure this is the proper way to get young people, including women, to become fans of the IZOD IndyCar Series.

About 40% of NASCAR fans are women and right now NASCAR is more popular than IndyCar. Also, I firmly believe that promoting a family atmosphere would enhance the sport's image, and will make more life-long fans out of kids than trying to snag a young man that was raised on stick-and-ball sports.

This approach could also work well for IZOD as women still make many of the buying decisions, especially for clothes, in the American family.

While I may not agree with IZOD's approach to selling the IZOD IndyCar Series, I am grateful for their sponsorship and support. I want the series to succeed and come back to the forefront of American auto racing.





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