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?



green. racing.



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.



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.



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.



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.



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.



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.



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.



labs

ca·thex·is (kə-thěk'sĭs)

Concentrationofemotionalenergy

onanobjectoridea.



emotive pro ductions •••

jim hancock

+1.720.273.7259

[email protected]

mailto:[email protected]

mailto:[email protected]

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Can These Two Concepts Exist Together? Green. Racing. While