* Draw in new blood while keeping hard-core fans happy.
* Use TV partners wisely, offering coverage for both newcomers and insiders (and more opportunities for sponsors ).
* Play up the live experience. Getting more people to the track gets them more involved.
* Hit a wider demographic. Formula 1 driver Juan Pablo Montoya may draw Hispanic viewers.
* Expand the family. It may rankle old-timers, but Toyota is one more manufacturer/sponsor.