Bench Racing

Several years ago we were invited to meet with the CEO of a major European manufacturer and his team . The good doctor had called us in to seek our opinion as to why his brand - quite successful in Europe - which despite extensive efforts and lots of marketing dollars - could not seem to get any traction in the North American market. He couldn't understand it; he asked for our help. As we walked into the room it was immediately apparent the members of his marketing team were only just going to tolerate our presence; they were not interested in anything these American dealers had to say.

After thanking the Doctor his invitation and confirming his interest in our perspectives we began our presentation:

"Gentlemen, for the purposes of this discussion and to help illustrate the differences in the market scenarios of Europe and of North America we are going to use an analogy." The doctor nodded his approval and so we began:

"Let's talk about racing!" We put this slide with the F1 car.

"In Europe you have Formula 1. The absolute pinnacle of motor sports racing in the world. I think we can all agree with that." Everyone in the room nodded beaming with pride.

"Formula 1 embodies the highest levels of automotive engineering excellence; the technology employed is absolutely world class; everything is designed - from the high horse-power output of its engines, to their gas/hydro-electric interactive suspension controls and the fly-by-wire acceleration and traction controls, to their phenomenal brakes - everything is designed and tested to be the absolute best that money can buy.

"All of their performance parameters are monitored and tracked digitally in real-time as the cars navigate their way around the most challenging race courses in the world; these tracks demand hundreds of variables be computed instantaneously; these cars must navigate complex turns and apexes in all types of weather.

"The rules surrounding Formula 1 are as complex as the cars themselves. Managing a successful Formula 1 team, finding drivers who can make these cars perform at their ultra-high levels is very challenging and it is also very expensive."

Everyone seemed to be with us up to this point; some were guardedly waiting for what was about to come next.

"And," we continued, "Over here, we have NASCAR." We put a second slide. We let that settle in with them for a few moments.

"NASCAR is obviously very different from Formula 1. These cars are designed to race mostly on circular tracks; they only need to turn left. These automotive engineers also employ technology but, the rules around NASCAR are very restrictive and they designed to limit the teams' abilities to acquire advantages over the other teams simply because of they have "deeper pockets" and can afford them.

"NASCAR cars are built to be durable; they have to be to endure multiple collisions with walls and other cars at high speed and still survive. Their pit crews are very experienced in cutting and repairing damaged sheet metal, putting the car bodies back together sometimes with duct tape and get their drivers back out on the track. Often the car that finishes first is not the fastest but, rather its the one whose team was able to keep them in the race long enough to win."

We paused here to let the analogy sink in. What came next was surprising - no, that is not true - it was actually shocking! The good doctor looked over at me and asked:

"So, Bill, what is your point?"

After almost biting-off my tongue and resisting the urge to say something which surely would have offended him, I replied carefully:

"Our point, Doctor," we continued, "Is this: as different as they are - Formula 1 and NASCAR - they are both forms of automotive racing. And, gentlemen, with all due respect, it is difficult, if not impossible to win in NASCAR employing strict Formula 1 mind-sets."

The good doctor and his team that day either did not understand what we were trying to tell them - or perhaps they chose not to understand. We were surprised and we were disappointed. It taught us yet another great lesson about paradigms.

That was ten years ago; things are changing. NASCAR has not been doing as well as it once did in the states and next year in addition to the long-standing Formula 1 races which are held each year in Canada and Mexico in 2022 there will also be two Formula 1 races held here in the states.

The change is coming to racing and it will bring some changes in mind-sets in our industry, as well. Brush up on your bench racing. You won't want to be left behind.