Can These Two Concepts Exist Together? Green. Racing. While
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Transcript of Can These Two Concepts Exist Together? Green. Racing. While
8/14/2019 Can These Two Concepts Exist Together? Green. Racing. While
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can these two concepts exist together?
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green. racing.
8/14/2019 Can These Two Concepts Exist Together? Green. Racing. While
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While sport has, always been a gauge for the pace of change
motorsports is perhaps the best metaphor to describe
how our culture moves forward, faster and smarter at every turn.It involves speed, power and the ability to process information, the ethos of a
large part of our culture. And taking that metaphor further, we currently find
ourselves plunging deep into a strange new apex where a unique
convergence of consumers, retailers, manufacturers, government decree,
liberals and conservatives, are all focusing on one central
issue: Green. Itʼs a battle-cry from all corners of our culture.
8/14/2019 Can These Two Concepts Exist Together? Green. Racing. While
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Green will be successful when it is integrated into the momentum and
pace of our lives going forward. Not all about reduction
and sacrifice. The best hope for the eco movement is to tell a
story of efficiency and growth and ingenuity. More is easy to
sell. Less almost never is. We are a culture going forward,
and motorsports can lead us to green.
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We have made it through the eras of excess and exploitation. Brute strength andperseverance can no longer compete against those investing in the harvest and application
of efficiency. Winning is still what matters most, but the players emerging in
this new environment are the ones unearthing fresh solutions to our total impact in not just
the sport, but transportation as a whole. Sharing it in dynamic ways, and clearly
demonstrating how it improves the product, the end result and the overall experience does
not have to be “less”. In this, motorsports is also wonderfully
analogous to the new GREEN economy. We find in it the same efficiency
and effectiveness characteristics, and can clearly see that long histories based on “brute
speed” are playing less of a role in developing present-day equity. The brands currently
impressing the consumer are doing so with passion, wit and a cavalier spirit...not towering
family trees. Value in this new world is measured in emotional currency, and
emotions are sitting in the eco world now. Loyalties are
forged in those leading the charge, not obligatory fanaticism or the romantic notion that age
and wisdom are somehow synonymous. Honor is once again being
bestowed upon the pioneers—those willing to “go for it” and willing to take therisk and the poor odds of reward that characterize any nascent concept.
8/14/2019 Can These Two Concepts Exist Together? Green. Racing. While
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It is time for motorracing, which has always lived in a
double entendre of green - the green of money and thegreen of efficiency, to actually take itʼs metaphoricignition of competition, the green flag, and
use it to launch racing as a showcase of technology with
enhances not just our transportation, but our entertainment.
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The onset of the real world electrification of the automobile, while at the same time
the rapid integration and exploration of alternative fuel sources, is presenting us
with a rare, perhaps once-in-a-lifetime opportunity to accelerate
the new positioning of the sport as a development and exhibition arena for these
new technologies. Technology culture knows there is opportunity in
unstable environments, and they are delving into this space from all
corners. Out of this may come a wholly new, and unexpected influential company,
culture or platform. (who would have guessed Apple as the most influential entityin music business 10 years ago? Who will lead transportation in 2020? GM?
McDonalds? Google? Tata? Scenarios are possible for any number of entities. )
Racing is an incredibly illustrative environment in which to tell
stories, stories which position the companies at the forefront as understanding all
the facets of a changing transportation market. Beyond technology, it is usingand testing it in a challenging and competitive
environment - and in certain environments, it is possible to compete head to
head against the end-of-development-cycle fuel systems we have now, and with
many other variables addressed, be competitive.
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Everything associated with the urgent development going on right now for
our future transportation platforms - battery capacity and durability,
electronic support systems, regenerative braking, not to mention fuel cell
storage, refueling, range and a host of other engineering items associated
with electric and hydrogen fuel cell cars - would benefit greatly from
actually racing with the hardware - and not just in a sterile controlled
environment like a race track. But everywhere from the real world of endurance
adventure racing - Baja, Dakar, Pikes Peak, events where the technology andbrand can be showcased without necessarily attachment to the product. . As
everyone knows, development is accelerated under racing
conditions. Problems have to be solved now, not tomorrow, and there's no
time to take a meeting or hand-wring over an issue if you want to make the startinggrid.
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What is needed now - from the transportation and sport perspective,
is a macro view or the entire market which is technology
agnostic - able to find solutions which will evolve with where the
technology and marketplace is going. So many entities have invested
in a particular platform and need to continue developing there -
creating an environment to prove what is right is what the sport needs
to fulfill. Motorsports left itʼs automotive engineeringexploration environment behind in the last 20 years,
and became a marketing endeavor which evolved to something as big
as NASCAR for general audience, but lost itʼs relevance as a place for
companies and participants to show their passions for the automobile,
and sport.
An incredibly illustrative storytelling environment, ready to project
what the future will bring.
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labs
ca·thex·is (kə-thěk'sĭs)
Concentrationofemotionalenergy
onanobjectoridea.
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emotive pro ductions •••
jim hancock
+1.720.273.7259