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THE RACERS EDGE

RACING WITH TECHNOLOGY (Part 1)
By Bob Chiras

Karting has begun to mature as have other race series. The old methods are fading into the sunset and the new methods are all based on acquisition and analysis of information.

Karts go faster today because we have learned to capture and analyze what is happening during practice and during the race. We can map the route of the kart, we can look at acceleration and deceleration, and we can even watch the position of the throttle and brake. We can observe tire temperatures while the kart is operating on the track, and we can have all of the engine performance data in relation to the kart position on the track reported to the crew chief at the end of each run.

With all this data, the need for driver feedback changes. The issue now becomes one of: can we get the driver comfortable enough with the package to get The most out of the kart? We can’t help you with what a driver needs but we can help with an understanding of technology. Let’s get everyone comfortable in understanding what is possible then review how to make the best use of the technology—the technology you sell.

Technology products are grouped into four categories:
(Note: Products named in this piece are for example only and are not an indication of endorsement.)

GROUP ONE -- Products with instantaneous feedback — no memory:
Handheld tire pressure gauges
Tachometers and temperature gauges without memory
Durometers
Pyrometers
Simple scales

GROUP TWO –- Products with instantaneous feedback—high limit memory and selectable recorded points:
Tachometers and temperature gauges from Digatron and others
Tire pressure gauges from Intercomp
Scales from Intercomp
Front-end alignment gauges from Intercomp
Timers from Robic and others

GROUP THREE –- Products which record one or two data points for a period of time:
DT-41K from Digatron (captures RPMs and MPH for playback on kart mounted instrument)
RLV Pitview (displays captured date on kart mounted instrument)

GROUP FOUR — Products which record numerous data points for a period of time:
PI Research, for example, can record RPMs, Mph, head temp, throttle position, brake position, tire temperature and a host of other digital or analog inputs depending on how many sensors the racer wishes to mount on the kart. In addition to the sensors, the basic device records acceleration/deceleration and the “G” forces in the corners, and it maps the track. The real data storage is done on a personal computer as the PI Research instrument downloads its data to the PC after each outing on the track.

Group One and Group Two are must-have instruments for all levels of racing. If a customer does not want these instruments or cannot afford them, try to link up the customer with an experienced person to act as a mentor so that a new racer can learn why these are the most critical tools for a successful race program.

Racers using Group Three and Group Four instruments will need even more of your consulting time, so you should put aside some time for teaching or plan some seminars at the shop or track. Don’t forget, if customers buy from you, there is an implied knowledge on your part and an obligation to provide some “how-to” assistance. If a race purchases elsewhere, charge a seminar fee and provide the same information you provide to your customers.

As products increase in data storage and in complexity, the price increases as well. Customers should never purchase based upon cost. Customers should purchase products based upon need and upon their ability to gain and/or share information with others.

If customers are a part of a large group of racers, then recommend purchases across the group to get a well-balanced technology profile for the group, as shared data and comparative date is very viable for decision-making when setting up karts.

If you’re dealing with a single customer, then make recommendations which will provide the fastest return to the racer. A set of timers, a highly accurate tire pressure gauge, a pyrometer, and if the customer can afford the investment, a set of scales. If the customer cannot afford scales, then sell a set-up session and get the kart balanced so the customer has a starting point.

Customers can learn a tremendous amount about their race karts by using the basic tools and being diligent about their data recording. Every change will show up on one of the tools which you have sold. Your job is to help with the data analysis so that you can direct the progress of the racer’s current endeavors and direct the progress to each new level.

Do not forget that the more you teach and the more you preach, the more you sell. Do not hold back data—tell all of your expected high and low limits for every measurement. Let the karter determine which level is appropriate for his/her needs. Do not be surprised if customers show up with results way beyond either end of the desired range. It is your job to help them and to sell them the necessary products and tools to get them into the acceptable ranges. This will also make you invaluable to customers. They will soon realize that they cannot get the advice necessary from Internet or mail order and you will have a growing local customer base.

ABOUT THE AUTHOR: Bob Chiras is a marketing manager for Sun Microsystems and is deeply versed in the use of computer-based technologies to assist in racing.

NEXT MONTH – RACING WITH TECHNOLOGY (Part 2)

END

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