Making History - IndyCar Evolution

As I mentioned yesterday, I am beginning a series of "Making History" blog posts. The great Indianapolis 500 stands on a threshold, not just because it is about to begin its second 100 years, but because various market factors have entirely reshaped the world around it. Among the numerous factors is the proliferation of niche sports that have splintered the marketplace as well as interactive technology that has pulled potential customers into video games and social networking. Another factor that has not been discussed adequately is the maturity of the automobile as a product. Hand-in-hand with this reality is the refinement of technology to such a precise level that even if there were several vendors supplying chassis that they wouldn't look all that different. With wind tunnels and computer modeling so much of the development work is completed without ever turning a lap.
 
Many in the industry - including the Indy Racing League based on their public statements - believe that innovation is an important part of the IndyCar brand and must be revived. While engineers can argue that intricate - and innovative - technical developments are occurring all the time, these are typically transparent to the fans. They might involve computer technology, fuel injection technology or kinetic energy recovery systems. These are invisible to the layman and many times too complex to grasp. Fundamental change, however, such as throwing the rule book open to electric or hydrogen cars, could capture the imagination of observers. More importantly, such a bold move would recover the innovation brand attribute, differentiate the IndyCar value proposition and assert leadership in developing 21st century individual transportation solutions.
 
This week the current chassis supplier to IndyCar released concept art of three options for their 2012 formula. How this factors into addressing the need for innovation, relevance and sustainability remains to be seen.