David Salters doesn’t do vague corporate speak. At least not in this conversation. The president of Honda Racing Corporation USA sat down with Car and Driver right before the 110th Indianapolis 500. A Honda engine won that day, coincidentally enough. But Salters wasn’t talking about trophies.
He was talking about business ledgers.
And software.
Honda’s new TV ad campaign ties their street-legal hybrids directly to the race cars. The Accord. The Civic. The CR-V. The Prelude. It’s a “relentless spirit,” they call it. Salters calls it reality. Modern road cars are hybrid. The race cars in Formula 1 and IndyCar are hybrid. The link is undeniable.
“It’s gotta be relevant… Make it sensible. Make it sustained over time.”
Here’s the twist though. Honda is leaving the IMSA WeatherTech series. After the 2026 season. Poof. But they just signed a multi-year deal for NTT IndyCar. Why keep one and dump the other? Salters says Honda’s influence on engine regulations in IndyCar matters. If the tech isn’t aligned, the investment dies. Racing is a business. You balance the books. Or you stop.
Is it cynical? Maybe.
It’s also how automakers survive. Salters argues that IndyCar is critical to the brand. He hopes it lasts for years. It has to. The same day they sat down, Honda’s corporate HQ admitted something surprising. They’re losing ground to Chinese competitors who offer better value. How? Through software-defined vehicles (SDVs).
Sound familiar?
Salters has been saying it for a while. Racing cars have always been SDVs. Decades ago. If you want to change a race car’s personality, you flip a switch. Change the software. Done. Overnight. It’s that simple. Road cars are finally catching up. But Honda needs a testing ground.
And it’s not just about the hardware.
It’s about the people.
Racing develops skilled workers. The pace is frantic. The technology is hybrid and relevant to the street. It’s a proving ground. For tech. For staff. For survival.
So why keep racing if it doesn’t always feel “seamless”? Why keep balancing the act between efficiency and speed?
Maybe the answer is simpler than the balance sheet. Or maybe it isn’t. The next powertrain changes are coming. Honda needs a voice at that table. Without IndyCar, who listens?
