With the onset of the IndyCar season this weekend I wanted to set-up an interview with Canadian and Andretti Autosport driver James Hinchcliffe to preview his upcoming junior year (and for us Canadians his third year) in the sport. 

This was going to be a story about Hinchcliffe’s hopes and expectations for the upcoming season (his second at Andretti Autosport), but the more I spoke with him and the more I looked at the state of IndyCar, I realized that IndyCar’s future success might hinge on this humble yet extremely charismatic personality. 

Let’s first look at the recent history of the sport. IndyCar has tried to claw back to the state it was in before the IRL–CART split in 1995, but the progress has been slow. They’ve made strides since reunification in 2008, but the overall loss of interest in open-wheel motor racing to NASCAR has been devastating especially in the United States. 

For years, IndyCar got plenty of mainstream media attention from starlet Danica Patrick. Showcasing her at any opportunity, but their biggest chess piece will soon be two years removed from IndyCar and has started her second year in NASCAR. IndyCar’s hope of showcasing Target Chip Ganassi’s Dario Franchitti and Team Penske’s Will Power has seemed to fizzle. The Franchitti–Power battles over the years have been entertaining to watch from a racing fans perspective, but it hasn’t catapulted IndyCar to the level it needs to be at.

IndyCar receives most of its publicity from its showpiece race the Indy 500 held at the end of May. Otherwise, the media push is only on when the race is coming to your backyard or when there’s a big change up top which happened once again this off-season with the ousting of CEO Randy Bernard. Ownership changes and boardroom politics are not the media attention that fans care about and any more instability might just turn loyal fans away. When at the track, fans have a great time watching their local spectacle and seeing their favourite drivers’ compete. The key is getting them to follow IndyCar year round on television. 

The answer – well in my opinion he’s sitting right in front of me in Canada’s own James Hinchcliffe. What IndyCar needs is a major personality that can resonate with many and introduce new followers to IndyCar. An American would probably be preferred by the powers that be to take the mantle and lead the charge, but Canada is close enough and his team is owned by the all-American Michael Andretti anyways. 

Hinchcliffe doesn’t take himself too seriously outside of the race car and is famous for being the self-appointed mayor in his fictitiously created town called “Hinchtown.” Hinchtown was created when he was still working his way up the ladder in the Indy Lights series producing and starring in a number of videos addressing his citizens. Hinchcliffe has furthered his video star this offseason with parody videos called The Offseason co-starring Power, Sarah Fisher Hartman Racing’s Josef Newgarden and Chip Ganassi’s Charlie Kimball. These videos are just some examples that showcase Hinchcliffe’s personality and why he can be the star that IndyCar longs for.

Whether Hinchcliffe knows it or not – a big showing in this year’s IndyCar season will catapult him to stardom. However, as the saying goes “you have to crawl before you can walk” and Hinchcliffe understands he has to win his first race before he can even think about the driver’s championship. 

“I absolutely want to get the win out of the way, but I also want to eliminate mistakes. That’s the goal. I think if our car is competitive enough and if we eliminate all mistakes – we can finish in the top three at the end of the season,” said Hinchcliffe.

Hinchcliffe should no longer be viewed as just a nice Canadian story in the field. It was suitable when he won Rookie of the Year honours with Newman/Haas Racing edging Panther Racing’s J.R. Hildebrand. It was also a nice story last year with seven top-six finishes in his first eight races last year, but the rest of the season was filled with mishaps and bad breaks. Those things happen in your first full season with a new team, but it’s time for Hinchcliffe to shine considering his teammate Ryan Hunter-Reay won the driver’s championship last season.

Hinchcliffe needs to elevate to the next level and the continuity with the same team under the leadership of Michael Andretti should be the ticket. Andretti Autosport is the first team that Hinchcliffe has been with for more than one season and he cherishes the time he has had with Andretti to soak up his knowledge. Andretti Autosport has retained their drivers for another year including the aforementioned Hunter-Reay, Michael’s son Marco Andretti, while adding E.J. Viso into the fold from KV Racing.

“Continuity is huge. If you know the people you’re working with and you’ve had that experience together, you’re in a much better position to make certain decision on the race track,” explains Hinchcliffe. 

Marketing yourself is not what you grow up thinking as a young race car driver coming up the ranks, but it looks like that’s what it has come down to. There are many great ambassadors of the sport including Franchitti and long-term stalwarts KV Racing’s Tony Kanaan and Team Penske’s Helio Castroneves, who have all done their part in promoting IndyCar over the years. Unfortunately, IndyCar is at a point where they need more than talented ambassadors and all three of them are getting a bit long in the tooth. There’s a need for fresh faces to attract an additional fan base with a combination of youth, talent and personality. If you google IndyCar, a section of people related to your search pops up showcasing Danica Patrick and Randy Bernard – wouldn’t that signify a need to promote the current stars of IndyCar?

Ryan Hunter-Reay is a great story filled with determination and perseverance, but why hasn’t Hunter-Reay taken off? He’s the perfect all-American talent that the series thrives for, yet still his thrilling championship win over Will Power in the last race of the year created no buzz outside of the racing world.  

That leaves you with James Hinchcliffe. He’s a master in marketing himself and he’s backed by Go Daddy, the most recognizable sponsor in the sport. He has been featured in television commercials and billboards not just in his native Canada, but throughout the United States. All that’s left is for him to do is win a few races and the path for glory is set in a sport that’s desperate for personalities. 

Hinchcliffe is not the only IndyCar driver that can lead this push. His parody co-stars Power and Newgarden, as well as Hunter-Reay should be the new wave of drivers headlining their marketing efforts. 

In Canada, specialty sports television channel Sportsnet have already tried to capitalize on Hinchcliffe’s personality by showcasing the mayor in commercials, television shows and in their new magazine. 

With the promotion and hopeful success of James Hinchcliffe, IndyCar can grow the sport in Canada and draw the attention it deserves. IndyCar will never get to the level of attention it received before the split of IRL and CART in the 1990’s, but it can definitely do better than its current state. Now James only has to do his part on track, so no pressure…

Getting to know James Hinchcliffe a bit more

First car? 2005 MINI Cooper S

Last song sung in the car? “Call Me Maybe” by Carly Rae Jepsen

The longest road trip you’ve ever taken?  18 hour drive to Denver.

Favourite vacation spot?   Turks and Caicos Islands

Favourite sports team?  Toronto Maple Leafs

Favourite Movie?  Snatch (2000)

Is there any one motto that you live by?  Life is too short.