Racing enthusiasts in the United States must spend the whole winter almost deprived of their favorite competitions. Formula One, NASCAR, WRC—all significant events end up on their schedules in November—most of them but one. Few Americans realize they can witness a fierce two-week off-road competition in January. The rally-raid Dakar starts after the New Year holidays and lasts until the middle of the month.

The popularity of the rally-raid Dakar can grow if the A.S.O. (Amaury Sport Organization – current owners of the Dakar rally) can find an effective tool to win the hearts of the Americans. And there are some examples in the racing history.

Who can imagine today that NASCAR, almost exclusively a Southern attraction at the time, gained the nation’s popularity after a fight? A sudden snowfall in the spring of 1979 made millions of Americans stay home and watch TV. What they saw astonished them—speed, crashes, and even a fight captivated their attention. Since then, NASCAR drivers have become icons, and the competition has become a popular American racing event.

The pandemic, quarantine, and a NETFLIX series captured the passion of Americans by Formula One. The show opened the race to the audience from the unknown perspective – characters and their fates. The excellent story in 2020 turned into three U.S. home races in the season schedule for 2024.

The French company should do something, too. Their event is way more epic than any day race in the oval. And the conflicts, tragedies, and thrilling moments are abundant there. The main goal is to wrap it up correctly and pitch it to the Americans. This public would certainly embrace a new show. Especially in January, when there is little to watch for the northern-american race lovers.