Editor’s Note: PRI recently sat down with David Wilson, president of Toyota Racing Development, to discuss several topics for our March 2017 Industry Insights column. What follows is previously unpublished content from that interview, conducted by PRI columnist Dave Argabright. For the complete Industry Insights column in PRI Magazine’s March 2017 issue, please click here.   

PRI: The concept of an Asian automotive company in NASCAR was the subject of considerable discussion [two decades ago]. Were there cultural elements to overcome? And do you sense that the culture has changed in 2017?

Wilson: That’s a great question. Certainly one of the first things we did before we ever turned a wheel was spending a lot of time talking to the fans. We quickly understood that our participation was hugely polarizing, and a lot of fans didn’t like it. They viewed us as an import company. They were either threatened or had this nationalistic view, and we were not part of that view.

But they had tremendous passion and loyalty for NASCAR, and we used that to shape our entry. We asked the question, “How do you like Toyota coming into NASCAR?” The answer was often negative. Then we asked the next question, “What if Jeff Gordon was racing a Toyota in NASCAR?” Suddenly that answer was different. “Well, hang on, if Jeff is racing a Toyota then maybe that’s OK.”

That was the “a-ha” moment—the power and influence of the driver. It is about the driver. So again, we used that to shape our entry. It’s about building partnerships. Michael Waltrip was very influential, and he and his team have been great partners and representatives to talk to the fans about who we are.

Long story short, that has turned the polarizing point of view around, and today we’re just one of the guys. We got very little pushback on this issue when we won our first Cup championship, because I don’t think fans view us as an outsider any longer. People have not only accepted us, but they respect the way that we have participated. That makes the sport stronger because Toyota is a part of it. That feels really good, on a professional and a personal level.

PRI: The current environment in American stock car racing is one of very tightly controlled specs. Is it more difficult to carve out an advantage, a brand identity, in this environment?

Wilson: The identity is actually not a problem, because with the Gen 6 philosophy we can build that identity into our race cars. We came out of Detroit recently with one of the biggest production vehicle launches in our history with the 2018 Camry. In conjunction, we launched our NASCAR Camry. As you look at them side by side you can appreciate that this really is a Camry, through and through.

The technical side of it is definitely a challenge, however. On one hand NASCAR needs to tightly control that spec and the rulebook; they have to protect us from ourselves.

Given too big a box to work from, we’re going to spend a tremendous amount of resources to beat each other. But as the technical elements tighten it becomes a bigger challenge to secure an advantage over the competition. That’s what makes it fun. You have to be extremely creative, and you cannot stop.

One of the charming but frustrating aspects of the sport is that you’re parked 36 inches away from your competitors, every weekend. People have eyes. You know that any advantage you discover is going to be short lived. Engineering is the same for everybody—we all deal with the limits of physics. Our competition is very smart and tough as well. It’s difficult and rewarding, but we don’t want this to be a spec form of racing.

Part of our culture at TRD is getting our hands dirty—we want to participate and exercise our intellect to try and win. If we’re racing the same engine and chassis as everyone else, we’re not able to do that.

PRI: One of the most famous adages in motorsports is, “Win on Sunday, sell on Monday.” Is that observation still valid in 2017?

Wilson: It is absolutely valid. However, it’s valid provided that consumers know that you won on Sunday. One of things that doesn’t get discussed much is how well our partners and colleagues on the motorsports marketing side have leveraged our success on the race track. It’s not enough just to win—you have to use that to promote your brand, to promote Camry; we have done a good job of that.

The next question is how do you measure your return on investment, and while there is no definitive answer, you try to measure what you can.

Early on we did extensive surveys among NASCAR fans, things like would they consider purchasing a Toyota, what are their thoughts, etc. When you and your family are ready to buy your next car or truck or SUV, is Toyota in consideration? That is the key—moving people to consider your product. The dealer will always say, “Listen, all we hope is you get them across the threshold; from that point it’s on us.”

What we’ve learned is that our purchase consideration is greatly enhanced since we moved into the sport. In the early 2000s, in comparison to purchase consideration with Ford and Chevrolet, we weren’t even close. Our purchase consideration among NASCAR fans was very low, much lower than our competition. But we know definitely that our purchase consideration has turned around in a positive direction, and that’s the ultimate validation that this is where we belong.

Edelbrock announced its 12th Annual Car Show, held on Saturday, May 6, 2017.

On Friday, May 5, 2017, Edelbrock will once again be opening the doors of its corporate headquarters and manufacturing facility to the public for free shop tours. Participants will get the opportunity to take a guided tour of Edelbrock's Research & Development, Manufacturing and Quality Control departments. This is an opportunity for automotive enthusiasts to see what it takes to design and manufacture high-quality performance products. Shop tours begin at 10:00 a.m. and will end at 1:00 p.m. Limited spots are available and are said to be going fast. Interested parties can register online at www.edelbrockcarshow.com.

On Saturday, May 6, 2017, over 400 cars will fill the streets around Vic's Garage for the 12th Annual Edelbrock Car Show. Automotive enthusiasts are invited to come out and enjoy a day of hot rods, great food, and live entertainment. The show will also host the Hot Rodders of Tomorrow Engine Challenge, where teams of high school students from all over Southern California race to tear down and rebuild an engine in a timed and judged competition. Additionally, the ever so popular Kids Corner will return with tons of activities for children of all ages. Many aftermarket manufacturers will also be in attendance to exhibit their products. Show hours are from 8:00 a.m. to 4:00 p.m. Spectator entry is free.

All makes and models of vehicles are welcome and interested car show participants can register online at www.edelbrockcarshow.com. Standard registration is available from now until April 15th at $35.00 per vehicle. Day of show registration is also available at $40.00 per vehicle. Special arrangements can be made to accommodate small and large car clubs.

Event Details:
    •    Friday, May 5, 2017, Edelbrock will be hosting free shop tours from 10:00 a.m. to 1:00 p.m.
    •    Saturday, May 6, 2017, the Car show from 8:00 a.m. to 4:00 p.m. at Vic's Garage, 510 Madrid Ave., Torrance, CA 90501.
    •    The car show will feature the Hot Rodders of Tomorrow Engine Challenge, food and refreshments, displays from popular aftermarket manufacturers and a Kids Corner with activities for all ages and more.

The Hot Rodders of Tomorrow (HROT) Engine Challenge’s first event of 2017 season was held at the Race & Performance Expo in Schaumburg, Illinois. HROT and Race & Performance Expo have a long history together—the expo hosted the first HROT event in 2008.

Thirty teams competed at the Race & Performance Expo this past weekend, with only seven qualified to advance to the Dual National Championship held later this year at both the SEMA and PRI Shows.

To qualify for the Dual National Championship, a team must finish under 33 minutes including penalties.

In fourth place, Team Centerforce from South Elgin High School in South Elgin, Illinois came in with a time of 23:46.

“Being involved with Hot Rodders of Tomorrow Program helped double the female students enrolled in my overall automotive class,” said Steve Schertz, coach of Team Centerforce.

Coming in third place with a time of 20:41 was Team Fragola from Fremd High School located in Palatine, Illinois. In second place with a time of 20:06 was Team Howards Cams from Lakeshore High School in Stevensville, Michigan.

Also from Fremd High School was the first place winning team during the weekend event. Team McLeod recorded the best time at 19:54. The team finished both runs with no penalties at the Race & Performance Expo Show.

“My senior team has been together since their freshman year in high school—they have been chasing a first-place finish,” said Steve Elza, coach of the two Fremd teams. “This past weekend, those students not only clinched first place, but they also had two perfect engines and a first time in competition sub 20-minute performance.

“Fremd’s second team did very well too with one perfect engine, and they were knocking on the sub 20-minute door as well,” Elza added. “We believe if the engine is perfect, regardless of time, nothing else matters. I’m consistently impressed with the student’s hard work, dedication, and stellar sportsmanship.”

Visit HotRoddersOfTomorrow.com to see the complete results from this past weekend.

For more information, contact Rodney Bingham at RBingham@hotroddersoftomorrow.com or call 815-722-5460.

The International Hot Rod Association announced that the historic Bunker Hill Dragstrip in Indiana has signed a multi-year sanctioning agreement, making Bunker Hill an IHRA member track.
 
Founded in 1956 and located in Bunker Hill, Indiana, it is the oldest continuously running drag strip in the Hoosier State. The 23-acre property, owned and operated by Adam and Stacey Confer, features a full-service restaurant and an eighth-of-a-mile asphalt drag strip.
 
"The history that surrounds Bunker Hill is immense," said IHRA Division Director Jon O'Neal. "The Confer family has a strong business background and a life's worth of racing experience. We are pleased that they decided to join the IHRA family of great drag strips across the country."
 
Adam Confer is a racer at heart. He worked as a crew member on his father's 1966 Chevelle and later competed as a driver in his own 1967 Camaro. It gives him an appreciation for the IHRA's commitment to the grassroots, Sportsman racers.
 
"I am excited about what IHRA brings to the Sportsman racer and look forward to being a part of that. IHRA, with what they do, their actions speak volumes," Confer said. "Their new partnership with ESPN is an example of that. IHRA does an amazing job with the grassroots racers."
 
It's a new era for Bunker Hill with its ongoing facility and equipment improvements. They include improvements to the timing system, track prep equipment, and safety equipment. Racers and spectators can expect to see ongoing improvements at this historic facility.
 
There is a full schedule of events in 2017 featuring 12 races for the IHRA Summit SuperSeries. The Bunker Hill Dragstrip season begins Saturday, March 25 with a Test and Tune. For more information, please go to www.bunkerhillrace.com.

National Performance Warehouse (NPW), in conjunction with Parts Pro, named Race Fittings Solutions of Hialeah, Florida, Retailer of the Year at its FAST Expo event held at the Miami Airport Convention Center.

“Receiving this award is a great honor for me and my team,” said Race Fittings owner James O’Neal. “We work very hard to be competitive in every aspect for our customers. For such a big warehouse like NPW, which has so many customers, to recognize us as Retailer of the Year is just amazing. We look forward to a great sales year with NPW by our side.”

NPW, an AAM Group member warehouse distributor that sells both traditional and performance parts, maintains 12 stocking locations and is headquartered in Miami.

 

 

Unity Raceway is set to open on Sunday, March 5, under the new ownership of George and Sherry Fernald. The Fernalds purchased the track from Ralph Nason in 2016 and have reported they are making changes to the over 150-year-old track.

The opening race on March 5 will feature a new class for racing in Maine, George Fernald said: Any two-wheel drive, American-made, four-door car is eligible to race.

“What we wanted was a cheap class to race,” Fernald said. “There’s all kinds of these cars, and they’re cheap to get.”

To fix up a car like an Impala or a Buick for a race would cost around $1,000 if you did it yourself, he said.

Each car will have to have a number and a theme so kids can pick their favorites.

This first race will also take place on 5 to 6 inches of snow, he said, which he hopes to make an annual event.

“It’s just something different, something to break up the winter,” he said.

Fernald, 53, of Benton, started racing back in 1981, he said.

“I raced over 30 years myself there,” he said. “I just love the place.”

Photo by John Miller.

The Showtime Speedway in Pinellas County, Florida is no longer in danger of being paved over, for the time being. When the Florida Department of Transportation (FDOT) bought the land the track sits on to make way for a planned toll road, Senator Jack Latvia of Clearwater fought to help save the track, first temporarily, and now possibly for good.

Thanks to Lavita and the community’s efforts, the FDOT was willing to shift its plans slightly to the west to give the raceway enough room to remain open.

“Thanks to the cooperation of the Department of Transportation we have figured out how to keep not only the ovals but the dragstrip open for those who enjoy it,” said Sen. Latvala during a news conference.

The Showtime Speedway originally opened in 1960 as the Sunshine Speedway and now features oval track racing and a dragstrip.

“I’d like to bring it back better than its heyday,” said Showtime Speedway operator Bob Yoho.
 
The track has signed a five-year lease with the FDOT with hopes of getting another five-year extension on top of that.  Yoho says he sees no reason why the facility would not be able to remain open for many years into the future.

Photo courtesy of Showtime Speedway.

The car for the world's first driverless electric racing series, Roborace, has been revealed.

Roborace race founder Denis Sverdlov and car stylist Daniel Simon unveiled the 'Robocar' during a keynote address at the Mobile World Congress in Barcelona.

The design has largely stayed true to the initial concept that was released last April.

The Robocar, which weighs 975kg, has four 300kW motors and Roborace claims it will be capable of speeds of almost 200mph.

Its DevBot mule has been averaging over 100mph on demonstration runs, with an average of 115mph in Buenos Aires, where the project was running in support of its partner series Formula E earlier this month.

"This is a huge moment for Roborace as we share the Robocar with the world and take another big step in advancing driverless electric technology," said Sverdlov.

"I am so proud of the entire team and our partners and particularly the work Daniel has done creating this beautiful machine.

"It was very important for us that we created an emotional connection to driverless cars and bring humans and robots closer together to define our future.

"The progress with Devbot on track and building the Robocar in less than a year has been extraordinary and we cannot wait to continue the journey of learning with the Robocar."

Sverdlov reiterated the desire of the series was to help prove autonomous vehicles were a safe and legitimate option for everyday use on the road.

Simon, whose design history includes working on the visuals for major films like Tron Legacy and Oblivion, said the series "opens a new dimension" for motorsport to meet artificial intelligence.

"Whilst pushing the boundaries of engineering, we styled every single part of the Robocar," Simon added.

"We take special pride in revealing a functional machine that stays true to the initial concept shared, a rarity in automotive design and a testament to our determination.

"It's a great feeling to set this free."

Each Roborace team will use the same base Robocar when the series finally starts, with the emphasis placed on software.

The series will rely on Formula E supplier Michelin for its tires, while another Formula E partner, electric truck company Charge, is providing electronics and motors for the Robocar.

Roborace hit a milestone in Buenos Aires when it put two versions of DevBot on track at the same time, although on 'race' was overshadowed by a crash for one of the cars.

There is still no firm target for when the first race will take place, only a reiteration that it will run as part of the Formula E package and the claim that two Robocars will appear on the track together later this year.

For more information, visit the Roborace website here.

Design Engineering, Inc. (DEI) announced Chuck Kenney as the company’s newly created position of 12 Volt Sales Manager. A 30 year veteran of the electronics industry, he is responsible for overseeing sales, distribution and profits for Boom Mat, DEI’s acoustic brand.

DEI Vice President of Sales and Marketing, Tom Miller, made the announcement.

With expertise in account management and team development, Kenney has been selected to grow the Boom Mat brand in the 12 volt market, to solidify and further develop DEI’s heat and sound control product distribution and sales, and to explore new market opportunities in the home theater, trailer, RV, commercial work truck and marine industries.

He will be the primary contact for trade and distributor shows and will be integral in the selection of sponsored project car builders to represent the Boom Mat brand under Team DEI.

As the former National Sales Manager for Epsilon Electronics, Kenney handled national accounts and was responsible for domestic sales. In this, and prior positions as Regional Sales Manager for Audiovox Electronics and General Manager of Lesco Distributing, he was responsible for working with program distribution groups, developing and managing a strong team of manufacturer representatives and generating sales with top retailers including Wal-Mart, Target Stores, and Best Buy.

Formerly from Ohio, Kenney received his B.S. in Business Administration from the University of Cincinnati. In this position, he will work remotely from his home in Texas and report directly to Miller.

Miller says, “As a brand, DEI’s Boom Mat line has great potential for sales in the 12 volt market which has not received the same attention as our core business, the automotive performance aftermarket. Kenney’s extensive background and relationships developed from decades of working with sales reps and distributors selling to the top brick and mortar and e-commerce retailers made him a standout choice for this position. We are excited to have him on board and trust that he will also be instrumental in directing our attention to trends for new products to make Boom Mat the leading brand in acoustic control.”

Kenney says, “This is the ideal position for me as I enjoy building a team that is focused on the potential of a product. My goal is to quickly build a strong network of motivated sales representatives for nationwide sales coverage and to spend a lot of time on the road supporting their sales efforts at the retail and distributor level. DEI’s extensive line of Boom Mat sound control has unfulfilled sales potential and I hope to change that quickly.”

Visit www.DesignEngineering.com for more information.

Advance Auto Parts, an automotive aftermarket parts provider in North America, has signed a multi-year sponsorship agreement with Indianapolis Motor Speedway.

The agreement designates Advance Auto Parts as the official partner of the Indianapolis Motor Speedway at events including the Indianapolis 500, Brickyard 400, IndyCar Grand Prix, Lights at the Brickyard and more.

“Advance Auto Parts is a perfect fit with the Indianapolis Motor Speedway,” said Matt Davis, Advance Auto Parts marketing and sponsorships manager. “Indianapolis is the racing capital of the world, and we couldn’t be more eager to see the Advance Auto Parts brand represented with one of the most famous sports venues on Earth.”

The IMS Radio Network also will be renamed the Advance Auto Parts IndyCar Radio Network.

“We’re thrilled to welcome a globally recognized brand and first-class company like Advance Auto Parts to the Indianapolis Motor Speedway’s family of sponsors and lineup of world-class events,” IMS President Doug Boles said. “Advance Auto Parts represents quality and places its customers first, and those values also are so important to us. We are grateful to LST Marketing for its skilled work in facilitating a partnership that showcases the growing and cross-generational reach of our fan base.”

“Our brand and the name Indy are synonymous with excellence in automotive,” Davis said. “We can’t wait to get started.”