My Weekend with Hendrick Motorsports

Being involved in auto racing for over 20 years gave me opportunities and experiences that I could have never imagined possible.

One of the most incredible experiences happened in the fall of 2004 – courtesy of Hendrick Motorsports.

In early 2004, I had joined Formula BMW USA and had taken on overall series responsibility. Soon after the series was announced, Tom Purves, who at the time was Chairman & CEO of BMW North America, called his friend – one of the most successful BMW dealers in the USA – Rick Hendrick and asked him to participate in this new series. I am not privy to the conversation(s), but when the series debuted at Lime Rock Park in the spring of ’04, there was one open-wheel Formula BMW race car on the grid owned by NASCAR icon – Rick Hendrick. Mr. Hendrick didn’t own the team that operated the car, he just owned the car and was listed as the car owner. The driver of the car was Brian Frisselle (who now competes in Grand-Am in a Daytona Prototype), the sponsor on the side of the car was Lowe’s, and the car number was 48.

My contact at the Hendrick Motorsports was Christian Smith who is Mr. Hendrick’s right hand man.

As the season went on, I would send results, pictures, media coverage and other info to Christian and we would talk from time to time about how the series was doing. Through Christian, we arranged to have representatives from Lowe’s at the Elkhart Lake event, where we showed them the marketing assets available through our series, and the series that we supported.

Sometime in the summer of 2004, Christian contacted me and invited me to be the team’s guest at any NASCAR Sprint Cup race on the schedule that I wanted to attend, as a ‘thank you’ of sorts for their experience with our series. I selected the October Charlotte race.

I flew into Charlotte on Thursday night of the race week. The Busch race was Friday night, and the Cup race was Saturday night. Christian was to pick me up at my hotel on Friday morning, which he did, and we headed for the race shop.

Christian took me on an extensive tour of the Hendrick Motorsports compound which included the engine and fab shops, the shops for the Cup teams and the Hendrick Museum. At the time, the 24 & 48 teams were in the same shop and we did get the chance to chat with Jeff Gordon as we went through. Chad Knaus also took time to say hello and express his delight with his brand new BMW.

As we went through the Museum, there was an area that was completely blocked off. Brian Vickers was doing a television commercial and promos for GMAC – one of his sponsors at the time.

This tour took the better part of the day and we ended up back at the administration offices. Our schedule now was that we were going to meet with Mr. Hendrick and then go with him over to the track to watch the Busch race.

After a nice conversation with Mr. Hendrick in his office, he said “Alright… let’s go”, and those three words set off a choreographed series of events worthy of induction into the “Time Management & Schedulers Hall of Fame.”

First, we left the office through a rear door and entered a garage with a black BMW X5. With Mr. Hendrick at the wheel, we left the garage and I assumed we were driving to the track – which is maybe one mile away. I was mis-guided. We actually drove about 100 yards and stopped in front of a helicopter that has obviously just landed. Whenever the conversation of helicopters had come up, anytime in my life, I was adamant that I would never, ever get on a helicopter. Before I knew what had happened, I was strapping into a helicopter! There was the pilot – an ex-military pilot (of course) – and there was one other gentleman – the Chairman of Lowe’s. The flight lasted 45 seconds. I was petrified. That was my first, and last, ride in a helicopter… or was it?

When we landed, there were two black Chevy SUV’s at the ready. Mr. Hendrick, Christian and I got into one, and the Chairman of Lowe’s – the other. The paddock gates opened, the seas parted and we were wisked to Mr. Hendrick’s motorcoach.

When we went into the coach, we immediately sat at the kitchen table and a perfectly prepared dinner was placed in front of us. Steak and roasted potatoes. Spectacular. As soon as we were done, the coach door opened and two gentlemen entered. They were well-dressed, in their early 40s, and clearly friends of Mr. Hendrick. I figured out that one of the men was Mr. Hendrick’s doctor who had recently performed surgery on one of his knees. The other – who was quite chatty – I couldn’t figure out. I wish I could have recorded the conversation though. They talked about a recent charity event that they had attended and how they had tricked Jeff Gordon into all kinds of things that he had not agreed to for the auction. If I recall, the auction item was dinner with Jeff. Mr. Hendrick, in an effort to drive up the bids, told the audience that in addition to dinner, Jeff would pick the winning bidder up in his car and drive them to dinner. When that bump in bidding was over with, Mr. Hendrick then announced that Jeff would also pick them up “anywhere in the USA” in his private jet as well. These guys thought that was real funny. Not sure how Jeff felt about it. After they were gone, I leaned over to Christian and asked who that was. He casually answered… “That was the Mayor of Charlotte”.

We then dispersed to the track for the Busch race. We spent some time on pit lane, and then visited Mr. Hendrick’s suite, and then back to the pits… and then checkered flag…. and then back to the helicopter… what???

I grudgingly got on the helicopter for the return trip and we were joined by Mr. Hendrick’s son Ricky, his girlfriend and their pet monkey. The monkey did not appear to mind the helicopter ride and I am positive it sensed my overwhelming fear.

For Saturday, we drove to the track and Christian had lots to take care of. I told him that I knew my way around and we agreed to meet at the 48 team’s pit box one hour before the green flag – which we did. Christian then gave me some instructions. He told me to try to be in the 48 pit box area for the first pit stop – and then he said to make sure I was back in the pit box with 10 laps to go.

For the first pit stop, he escorted me so close to the action that I could have reached out and tapped the gas man on the back.

Great stuff… and then the rear tire changer scooped up some wheels nuts and set them on the wall in front of me. He told me “these are for you – but they’re hot – don’t touch them yet”. This was all part of the choreography I mentioned early and these guys had done this many times before. Christian told me I could stay there or go wherever I wanted to, but reminded me to be back – at the latest – with 10 laps to go…. which I was.

When I got back, I let Christian know I was there. Jimmie Johnson was leading the race by the way. Christian then said “No matter what – make sure you stay with me after the checker flag…. “.

Jimmie won the race…. Christian and I jumped over pit wall and we sprinted down pit lane towards Victory Circle. He ushered me in and told me to “stay put” and that he would be coming back to get me. I was there for the champagne and confetti, the interviews and the hat dance.

After about 30 minutes, Jimmie went to the media center, the crew pushed the car out… and everyone, including Christian left. This was midnight… by the way.

So… there I was… staying put. There were a few people lingering about, but it looked to me like it was all over. What should I do? Well… I waited, and sure enough, shortly thereafter… here comes Christian, Mr. Hendrick, Jimmie and Chad. Christian grabs me and tells me to come up for a picture with the guys and the trophy… which I did.

What a weekend. First class at every step of the way.

Sincere thanks to Christian, Mr. Hendrick and the rest of the choreographers for the great memories!

And of course now… if anyone ever asks if I have been on a helicopter, my answer is… “Yes…. twice…. it was Rick Hendrick’s helicopter and my second ride was with a pet monkey.”

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Spending time with Chris Economaki – 1994 Inductee into the Motorsports Hall of Fame

Back in the early 90s, I was head of marketing for Gallery 500 – an automotive art gallery and museum based just north of Toronto. I spent a considerable amount of time everyday coming up with events and activities designed to expose the gallery to a global audience of automobile and race fanatics.

One of our successful major events included a fund-raiser for the Gilles Villeneuve Museum in Berthierville, Quebec. We had teamed up with them, got some great memorabilia, as well as some cool things from other supporters. We had Gilles’ helmet and suit, Formula 1 trophies, his Direct Film Formula Atlantic car and a Ferrari T312T5 F1 car. We would have a kick-off event and sale with a portion of proceeds going to the museum. Erik Tomas and Raceline Radio did a live remote show from the gallery. It was cool and we raised some money.

The exhibit would run for three months or so and then would move to the Toronto Auto Show.

Somewhere during the run for the exhibition at the Gallery, the USAC midgets were scheduled to come to the Skydome. The radio promos talked about Kenny Schrader, Tom Sneva and other open-wheel stars – plus – Chris Economaki would be doing the on-event play-by-play announcing of the event. Cool!

Chris Economaki encounter # 1 – With the knowledge that Chris was coming to Toronto, I came up with a plan. I called his office and simply offered to pick him up at the Toronto airport and drive him to his hotel. I told him that we’d be driving right past Gallery 500 and that I had a bunch of Gilles Villeneuve memorabilia that I just knew he’d like to see. My goal was to get some coverage in his column in National Speed Sport News. So, he cautiously agreed…. but he agreed.

So, fast forward… I pick him up and we head westbound on the 401. Try as I might, I could not engage him in any conversation. I think that if he would have said anything, it would have been “Don’t talk to me”. Might have been the mullet? Anyway, as we were coming up to the DVP, he finally spoke…. “Why the hell do all you Canadians drive with your damn headlights on during the daytime??” And for those of you that know Chris, read that quote as if he is saying it to you – doesn’t that just sound like him? Awesome. I discuss the concept of daytime running lights – just like Sweden I explain – and we resume radio silence.

We get to the gallery, and he finally engages me. He asks lots of great questions. As a lot of you know, he always carries a camera and he snaps a bunch of pics. I ask him for a picture of him beside the Ferrari and he happily obliges.

On the drive to the hotel, we’re best buddies… finally! We’re discussing family, Canadian beer, hockey, AJ Foyt, daytime running lights and of course, Linda Vaughn.

The USAC midget event comes and goes and that’s that. A few weeks later, Gallery 500 gets a great pop in his column – mission accomplished!

Chris Economaki encounter # 2 – About 7 months later, at the Speedway Club at the Charlotte Motor Speedway, an event took place to announce the “Driver of the Quarter Century”. There were 10 nominees including RICHARD PETTY, A. J. FOYT, DON GARLITS, DALE EARNHARDT, DAVID PEARSON, DARRELL WALTRIP, CALE YARBOROUGH, AL UNSER, RICK MEARS – and the winner – MARIO ANDRETTI. Most of these guys, if not all – were there. Gallery 500 was a ‘table sponsor’ for the event and as such, I was fortunate enough to attend. Prior to the formal proceedings, the bench racing and cocktails were flowing. And then, you know what happens when that someone special enters a room? People stop talking, glance over, point and nod their approvals and admiration. You guessed it…. Chris Economaki had arrived. By plain dumb luck, I was right at the door as he had entered. I approached him like anyone who approaches an “old friend”.  “Hey Chris… it’s me… Jim Bowie” I enthuse – but get nothing in return. “From Gallery 500 in Toronto…. Remember?” I ask, less enthused. “Oh…. Yeah….. Right…. Yeah…. (long pause, looks me over)”. Just when I think it’s coming back to him, he says….

“Yeah…. Can you get me a scotch and water kid?”

“Yes Sir Mr. Economaki”… and I was damn proud to do it!

Chris is 91 now and I hope that someone writes a book about him one day. I just cannot imagine the stories. There will never be another like him.

Thanks for everything Chris Economaki!

Corvette Abuse at Mosport by Super Dave Osborne

Corvette Abuse…. starring Super Dave.

In the early ‘90s, my family and I moved from Burlington to Bowmanville because I was spending just about every weekend at Mosport. We lived in Bowmanville until January of 1996. At that time, we moved to Indianapolis as I was hired to oversee the marketing and communications functions for the soon-to-be Indy 500 Champions – Treadway Racing.

But for the five or six years that we lived in Bowmanville, Mosport became my second home. Not only did I go up just about every weekend, but I also went up for Porsche Club events, track days, private test sessions and other events that were held on the week days.

One of the craziest things about my time in Bowmanvlle – in retrospect – was that after school, my daughters would have their friends over – ages 7 – 12 or so – and we’d jump in my Ford Aerostar minivan, head up to Mosport, and we would do laps of the track. That is the type of relationship that I had with the people at Mosport day-to-day. Looking back, I have to think “who would let their 8-year old get in my van to go do laps of Mosport?” I certainly wouldn’t….

But, that was not the craziest thing that I saw at Mosport in the early 90s. On one of my mid-week visits, I was speaking with one of the track workers who mentioned that I “couldn’t come up tomorrow” because they were shooting an episode of the Super Dave Osborne Show.  Wow… cool… I loved that show!

So, of course, I told him that I HAD to come up, that I would stay out of the way and no one would even know I was there. He reluctantly agreed, so the next day, up to Mosport I went – camera in hand.

The premise of the show was that Super Dave was treating a bunch of celebrities to a performance driving school. At the time, the Powell Corvette School (don’t recall the official name?) was based at the track, and those Corvettes were all used as props for the show.

The celebrity students included Linda McCartney – who was sponsored by Paul McCartney, Oprah – who was sponsored by Stedman, Louis Malle (Google it) and others. It makes perfect sense that Oprah would need some high-performance driving instruction from Super Dave, at Mosport, in a Corvette…. right?

At some point the story line of the show dictated that Super Dave was demonstrating some of the finer points of car control, and of course his Corvette gets blown to smithereens. For the explosion, they used a crapified mid-70s Corvette.

The on-site explosives experts were very adamant that everyone be “far clear of the bomb blast”. This turned out to be good advice. When the Corvette died it’s unfair death at the hand of the Super Dave script-writers, the explosion totally destroyed the Vette, and also blew the windows out of the tower!

Of course, everyone on the cast and crew were thrilled with the carnage.

I am sure that this is not the craziest thing that has ever happened at Mosport, but it’s on the list.

One more thing… amazingly, despite the destroyed Corvette and Mosport tower abuse, Super Dave lived.

You can read more about Super Dave Osborne here.

BMW Williams F1 Test at Silverstone – September 2005

This blog story will cover topics such as English bird poop, world-class amplification, the BMW Williams F1 factory and some F1 testing stuff. Enjoy!

Back in September, 2005 while I was Series Manager for Formula BMW USA, we were invited by the BMW Williams F1 team to attend an F1 test session at Silverstone. So, we sent invites to all of the competitors in FB USA at the time (26). We told the parents that three of us from the series management would escort the drivers and it would be a great experience.

Michele Henn, who really did all of the work at FB USA, Clay Filson, who headed up all things technical in the series, and myself would take some teenagers over to the UK. Sounds fun!… and it was. Three of our drivers agreed to go. They were Robert Wickens (twitter @robertwickens), James Davison (twitter @JDDavison21) and Reed Stevens. Reed, at 18 was the oldest. Robbie was 16 and I think James was 17.

We all met at New York’s LaGuardia… and off we went.

Strong navigation would be critical to a successful trip. Driving on the wrong side of the road is always a challenge.

We were told to change our priorities and then to give way as we exited Gatwick.

We had several months to plan this trip and when Michele – who is a top-shelf navigator – casually mentioned the words “Milton Keynes” as one of the towns we’d be passing through, I got very excited. Not because of the race teams that are based there (this is where the Red Bull F1 team is based today), and not because of the thriving cottage industry of fab shops who support racing that are based there. It is because Milton Keynes is home to Marshall Amplification. So Michele made sure that we included a visit to Marshall’s HQ in our itinerary.

Not a good time to bother the driver as the driver is getting accustomed to wrong-sided driving. “Strong Navigation!… please.”

I felt that this trip was all about education for our young drivers and what better time than now to learn about where Angus Young, Ted Nugent, Slash, Eric Johnson and Ace Frehley – too name just a few – get their sound? So, once we left Gatwick and got our bearings – but before we even got to our hotel – we went to Marshall.

I am livin’ the dream right here….



I asked if Jim Marshall was in. He was not. Bummer. But the lobby was fantastic. I just stood there in awe thinking about how this facility had turned some wood, wires, knobs and tubes into life-changing culture-forming unforgettable sound. James, Reed and Robbie were unanimous in what they thought of visiting Marshall Amplification. It made them all hungry and they wanted to go eat. They were clearly affected.

Clay knew how excited I was to be there and after we had all loaded back into our rental, he actually went back in to the office and got some free swag. Pins, key chains, and a great CD of music pushed through Marshall amps. Brilliant!

We took some time to stroll around Milton Keynes, found some food, and enjoyed the culture and great weather.

Reed Stevens taking in the UK way…. note the sign above his head.

Then we loaded up and headed towards Grove – home of the BMW Williams F1 team. We did encounter some traffic and even got to see the Queen (her majesty), Queen (the band) and the Beatles emblazoned on various vehicles touring the motorways. How royal is that?

We stopped at a service center along the way and what are the odds that where we would stop to stretch, snack and use the restrooms, would happen to be at the facility that has been awarded “Loo of the Year” for three straight years! This was shaping up to be one heck of a trip.

We actually ‘used’ the 2003, 2004 & 2005 “Loo of the Year”. This would make a trip complete on its own – but there was more to come.

James (front left), Robbie (front right) and Clay (getting mentally prepared)

We checked in to our hotel and were excited about tomorrow and our visit to the BMW Williams F1 factory and conference center.

Day 2.

Today we would visit the BMW Williams F1 factory and the Williams Conference Center. We would be treated to a private tour by none other than Jonathan Williams. Jonathan is the son of Sir Frank Williams, CBE, who founded Frank Williams Race Cars in 1966. Ayrton Senna, Nigel Mansell, Alain Prost, Jacques Villeneuve and Keke Rosberg to name just a very few, have all driven for Williams.

Jonathan met us in the lobby of the factory and after introductions, led us on the 100 or so meter walk to the Williams Conference Center – where our tour would begin.

None of us actually saw it happen. And it could have easily happened to any one of us. But it happened to be Jonathan’s time. You see, the walk from the factory to the conference center is outside. The wind tunnel was on our right. The ‘world’s fastest shrubbery’ was on our left. The rare-for-the-UK blue sky had at least one bird flying above. And so it happened.

Jonathan Williams got pooped on.

Not only did none of us see it happen, but Jonathan didn’t feel it either. This, in hindsight, was extremely odd given the mass and composition of the poop.

Jonathan Williams in the light blue – but soiled – dress shirt, starts our tour in the lobby.

Jonathan started our tour in the lobby. After a quick look at a showcar featuring the current livery, we headed down the hall towards the Alan Jones Room. And that’s when we saw it. The UK bird poop. The three – and I use the term loosely – adults, immediately felt horrified for Jonathan. The three – and I use the term literally – teenagers, were giggling.

The “Alan Jones Room”. Is there one bottle out of place? I think not.

Sometimes being the Series Manager means that you have do those things that no else wants to do. So, I separated Jonathan from the giggling future Williams F1 wanna-be drivers, and told him that he’d been hit. His first reaction was to reach for it. To confirm its existence. It’s a natural reaction. I grabbed his wrist in mid-flight like a Kung-Fu master blocking a lethal blow. “You don’t want to touch that”, I explained and I eased him towards the rest room.

Jonathan emerged about 10 minutes later, sporting a new team fleece, and continued the tour as though nothing had happened. We all learned a lesson from Jonathan who is a class act. That lesson – Shit happens and you just carry on.

The Williams Conference Center has one of the world’s greatest collections of race cars and Jonathan knew the history of each and every one. Standing amongst this Championship-pedigree and learning some real behind-the-scenes detail was an extraordinary experience. One we’ll never forget.

Jonathan sporting a new team fleece.




We saw the trophy room, the theater, the Hall of Champions and much more.

Spectacular, and now, time to head back to the factory. No photographs are allowed in the factory. As you’d imagine, it was clean, organized and was operating with coordinated precision. The exhaust systems for these BMW engines are still made entirely by hand and we all got to feel how feather-light they were. An engine fired up in main service bays. BMW staffers are always on hand when an engine is fired. In fact, the engines won’t start without them plugging in their computer to allow it. Cars and equipment were being loaded for the next race event, and another completely separate, dedicated team of engineers, mechanics, aerodynamicists and other specialists – including drivers – were prepping for the Silverstone test day.

We couldn’t wait for that. That was why we were here.

One more kinda unusual thing happened while at the BMW Williams factory, and I apologize as my recollection of the details are foggy. Somehow, for some reason, James Davison ended up on the ground doing push-ups. There is no doubt that if James could do 300–400 push-ups, Jonathan Williams would instantly hire him to drive their F1 car. No doubt. But unfortunately, that wasn’t what happened. What happened was that James hurt his upper back/neck area.

He couldn’t move his head.

So, Jonathan calmly picked up the phone, called the team’s chiropractor and ordered immediate service for young James. Within minutes, we were following Jonathan into Grove and then sitting in the lobby of the “Official Chiropractor of the BMW Williams F1 Team”.

James got semi-sorted and as we reflected on an incredible day, we also couldn’t wait for the upcoming test session at Silverstone.

Day 3.

Today we would attend the BMW Williams F1 test at Silverstone. We would be treated to a private test and our host was Jonathan Williams, son of Sir Frank Williams, CBE, who founded Frank Williams Race Cars in 1966.

left to right; Reed Stevens, Robert Wickens, James Davison

The drivers that were testing on this damp and then sunny, and then damp, and then sunny day were Nico Rosberg (@nico_rosberg) and Antonio Pizzonia (@AntonioPizzonia).

Nico is now driving for Mercedes alongside (or in front of) Michael Schumacher, and Antonio is racing mostly in his home country of Brazil.

Jonathan set us up with headsets so that we could hear the interaction between the engineers and the drivers. Our agenda was that we would start out in pit lane and take that in for a while, then Jonathan would take us to some of the great corners that make up this historic track. Copse, Maggotts, Becketts, Stowe and Club, to name a few. After that, we would do lunch with Pizzonia and then go back to pit lane for the remainder of the test.

Of course, it was all very interesting stuff. Pizzonia had an incident and even though it was a private test, they covered his car up to bring it in. “Private” might be the wrong word, as the Panasonic Toyota Team and Ralf Schumacher were also there. And the Williams marketing department did have some sponsor guests, although they didn’t get near the access that we enjoyed.

My biggest takeaway from the actual testing was how the team communicated. Very precise. The drivers were just one spoke on the wheel. Without getting too technical, or too boring, here’s kinda how the testing went; the car would go out and do a few laps, and then come in for adjustments. The track was drying, but was wet enough that they were using an intermediate tire most of the time. But here’s where it got interesting (for me anyways), instead of waiting to see what lap times would result from the changes, the engineers TOLD the drivers what the time would be BEFORE they went out. And they were right – most of the time. This was amazing stuff.

At lunch, Jonathan and Antonio stressed work ethic, and that burning desire to succeed, that they had witnessed, first hand, in people like Ayrton Senna, Nigel Mansell and Alain Prost.

So, after lunch we went back to pit lane and the choreographed, synchronized testing continued. The team that was here was a dedicated test team. They did not go to races. They tested things and stuff on the cars and delivered valuable data back to the ‘other’ team.

Around 3:00pm, testing was over. We were escorted into the garage and in a bit of a flurry, James, Robert and Reed were told to quickly remove their shoes. They were going to be allowed to sit in the car that had just finished testing. “But you have to be quick!!” they were told in a forceful, boisterous tone. Reed was first. In – quick picture – get out – quick. Next James – same thing, make it quick, and finally Robert. Now get out of here…. Quick!!

Well, this wasn’t the first rodeo for the BMW Williams F1 team. This was full-on theater, obviously rehearsed, and all with the goal of making our three young drivers believe that their shoes were ‘gone’. The entire team erupted with laughter and for this team of highly trained pros, this was their finest moment on this day, and clearly the moment that they enjoyed the most. And then, they made James, Robert and Reed stand around in their socks for quite some time before the shoes were finally retrieved.

What a trip. Marshall amplification. The bird-poop incident. And the up close and personal look at one of the world’s premier race teams. Great memories for all of us because of the generosity of Jonathan Williams, the BMW Williams F1 team, BMW North America and BMW Motorsport in Munich. It was a life-changing trip.

There’s an Elephant at the Hockenheimring

Brandrenaline Blogs – 




I attended the finale of the Formula BMW ADAC Championship at Hockenheim in October of 2004. I was running the North American version of the Championship for BMW NA. And, as our season was over, it was a great opportunity to see how the German Championship operated – especially since BMW Motorsport (Munich) was large, and in charge.

Despite being surrounded by literally hundreds of millions of dollars in supercars, hospitality set-ups and the Hockenheimring itself, it was a shy, seemingly recluse, 17-year old with a mouth full of braces that kept my attention.

And although he had already clinched the Championship, Sebastian Vettel was laser-focused on finishing the season on the top of the box.

The brilliance of Formula BMW was that it required participants (kids aged 15 – 21) to learn about fitness and nutrition, sponsorship, marketing, PR and of course, racecar dynamics.  The Championship had its age restrictions so that old fat rich guys didn’t mess with this true driver development program. You see, BMW had created Formula BMW to feed drivers into their Formula 1 program. And by having four different Championships spread around the globe, they had the opportunity to snag the very best in their net when these future World Champions were just starting.

One of the really truly amazing elements of this concept was the team and driver hospitality set up that accompanied each series.

This was the hospitality set-up, used mainly by wannabe racers honing their PSP skills.

 If you ever saw Penske Racing’s hospitality set up, or Cal Wells’ from the PPI days in the 90’s, they were pretty spectacular – but nothing like these kids had. You can see from the photos that this was world-class. Most kids – coming up through the ranks of racing – eat their lunch under a 10 x 10 eazy-up on a table that has been handcrafted by stacking used racing slicks and a square piece of oil-stained plywood on top.

I bring this up, and wanted to show you these photos of this fantastic hospitality because if I wanted to study the drive and determination of Vettel, I had to leave the opulence of the BMW Hospitality tent and hover outside his race team’s set-up like a groupie.

“Sebastian!!.. Oh Sebastian!… come out, come out, wherever you are!!”

Even then, sightings were rare. You see, Vettel was working. At 17 years and 3 months of age, Vettel was studying data, grilling his engineers and trying to get better. While the other drivers were playing video games, picking their nose and looking at girls, Vettel was working.

Coming into the weekend, Sebastian had already won 16 of 18 races. This was a phenomenal accomplishment in a spec series.  His strategy was so simple that you and I could win with it. Qualify on pole position and then, at the start of the race, get out front and let the rest of the kids crash and bang and fight over second. Simple.

He had just won his 2nd race of the weekend, and the Championship. This was not celebration – this was debrief.



He won both races this October weekend.

He was awarded his Championship trophy in a rather low-key ceremony in the hospitality tent by Dr. Mario Thiessen.  The accolades were in German, but it didn’t matter. Nobody could hear any of it because the DTM cars were on track.

Throughout the weekend, there was something else that I couldn’t help but notice. To me, it looked like maybe, just maybe, there was something else going on that could end in tears.

Although Sebastian’s car had the colour scheme and graphic design that indicated that he was in fact, supported financially by BMW, there was also an elephant at the ’ring.

The largest branding on Vettel’s car was not BMW – it was Red Bull.

The smiley faces indicated race wins – he ran out of space. The “Red Bull” represented the elephant.



Who owned the rights to Vettel? Red Bull also had a global driver development program.

How is this gonna play out?

In 2007, Sebastian was named as the test driver for BMW’s Formula 1 team. Was this our answer? He stepped in for the injured Robert Kubica at the Indy GP – drove brilliantly into the points – and then abruptly in July, he was ‘released’ by BMW and replaced Scott Speed at Red Bull’s Toro Rosso.

Why would a German automobile manufacturer racing in Formula 1 release a German superstar race car driver? Methinks that they had no choice and that the wide-awake, energetic elephant had first dibs.

And the rest is history.

Did the loss of Vettel from BMW’s stable have anything to do with BMW leaving Formula 1? Was the global economy a convenient excuse to cover for the “one” that got away? I don’t think we’ll ever know for sure. I do know that public statements and press releases are rarely designed to tell us what really happened.

Maybe Dr. Thiessen will write a book one day.  If he does, I doubt that there will be an elephant, or a bull, on the cover.

Question or comment? – add it here… or email me at jb@brandrenaline.com