A few weeks ago, I stumbled across an Industry Week Magazine webcast entitled 'Redefining the Race: How Evernham Motorsports' PLM Strategy Drives NASCAR's Most Innovative Race Team.' While the webcast is primarily a promotional piece for EMS’ engineering software provider, Dassault Systemes, I found it an extremely enlightening view into the inner workings of EMS – and into a few of the current “non-workings” as well!
Evernham uses the “PLM” (Product Lifecycle Management) business model to field cars each week. Simply put, PLM is the process of managing the entire lifecycle of a product from its conception, through design and manufacture, to service and disposal. Using PLM methodologies, EMS functions as an automobile manufacturing company – one that has to bring a new product to market 36 times a year! PLM cuts time to market drastically, but is manpower and equipment heavy – two factors which require considerable capital. Capital, as we all know, is in short supply in many NASCAR teams nowdays – thanks in no small part to the new “product” that must now be brought to market – the COT.
One point made during the webcast was the ability of EMS’s PLM software to access shop data from the track during raceday, and and to communicate online with realtime engineers from the track. In a perfect techno-world, Josh Browne would be able to enter track, performance, weather, surface, temp, etc. variables into his laptop atop the pit box – and voila! The computer would indicate the needed adjustments based on these variables. Problem is – no historical data exists yet for many of the variables faced this season – new track surfaces, new nosecones on existing cars, funky weather, new tire compounds. In effect there may well be too many “first-time” situations facing EMS this season to make their investment in the PLM discipline pay off in the near term.
So, until EMS’s Magic 8 Ball starts producing useful information – we experience mediocrity. Heavy reliance on technology for crucial solutions doesn’t always deliver, and there are times when all the pocket-protector wearing, geek speaking race technobes in the world can’t help if they are unable to effectively handle the one CONSTANT that exists each week – communication with the driver.
To my knowledge, no software company has been able to successfully code “The Sadler Variable.” In order to correctly interpret the data coming from the driver of the #19 car (and every other car, for that matter) – it takes an entirely different set of HUMAN skills. Sadly, it’s these skills that seem strained on both sides of the scanner on raceday – and frustration is becoming increasingly apparent. This translates to the fan base as conflict between driver and crew chief. Whether such conflict actually exists is the cause of much speculation in the peanut gallery, and the sudden appearance of “Sports Psychologists” in the halls of EMS. I wish them luck – finding a perfect fit between driver and crew chief, particularly one that can survive the stresses and strains of a mediocre season, is NOT an easy task. If a personnel change is in the cards for the #19 team, it’s a sure-fire bet that MORE resources ($$$) will be required in order to tie up contracts.
I realize I’m often accused of being a cockeyed optimist when it comes to the #19 – but in this case I still think my stubborn loyalty is rightly placed. The #19 has finished every race (remember all the blown motors last year?), has stayed out of the wall, has minimized pit row penalties, and has had mid-pack finishes despite all the factors seemingly working against a win. Taken in context, the 2007 Season can boast MANY improvements over 2006, but fans have short-term memory when it’s been a while since the last trip to victory lane.
And for the record, I think EMS will eventually win the REAL Chase this year -- The 2007 Race To The Bank will help them bring home some Cup trophies before too long.
One point made during the webcast was the ability of EMS’s PLM software to access shop data from the track during raceday, and and to communicate online with realtime engineers from the track. In a perfect techno-world, Josh Browne would be able to enter track, performance, weather, surface, temp, etc. variables into his laptop atop the pit box – and voila! The computer would indicate the needed adjustments based on these variables. Problem is – no historical data exists yet for many of the variables faced this season – new track surfaces, new nosecones on existing cars, funky weather, new tire compounds. In effect there may well be too many “first-time” situations facing EMS this season to make their investment in the PLM discipline pay off in the near term.
So, until EMS’s Magic 8 Ball starts producing useful information – we experience mediocrity. Heavy reliance on technology for crucial solutions doesn’t always deliver, and there are times when all the pocket-protector wearing, geek speaking race technobes in the world can’t help if they are unable to effectively handle the one CONSTANT that exists each week – communication with the driver.
To my knowledge, no software company has been able to successfully code “The Sadler Variable.” In order to correctly interpret the data coming from the driver of the #19 car (and every other car, for that matter) – it takes an entirely different set of HUMAN skills. Sadly, it’s these skills that seem strained on both sides of the scanner on raceday – and frustration is becoming increasingly apparent. This translates to the fan base as conflict between driver and crew chief. Whether such conflict actually exists is the cause of much speculation in the peanut gallery, and the sudden appearance of “Sports Psychologists” in the halls of EMS. I wish them luck – finding a perfect fit between driver and crew chief, particularly one that can survive the stresses and strains of a mediocre season, is NOT an easy task. If a personnel change is in the cards for the #19 team, it’s a sure-fire bet that MORE resources ($$$) will be required in order to tie up contracts.
I realize I’m often accused of being a cockeyed optimist when it comes to the #19 – but in this case I still think my stubborn loyalty is rightly placed. The #19 has finished every race (remember all the blown motors last year?), has stayed out of the wall, has minimized pit row penalties, and has had mid-pack finishes despite all the factors seemingly working against a win. Taken in context, the 2007 Season can boast MANY improvements over 2006, but fans have short-term memory when it’s been a while since the last trip to victory lane.
And for the record, I think EMS will eventually win the REAL Chase this year -- The 2007 Race To The Bank will help them bring home some Cup trophies before too long.
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