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We sit down with Jim Liaw, General Manager of Performance Racing Industry (PRI) and co-founder of Formula Drift. In this interview, Jim shares insights into his journey from establishing Formula Drift to leading PRI, discussing the marketing, evolution of motorsports and the industry's future. Don't miss this engaging conversation with a key figure in the racing world which took place at the PRI Show in Indianapolis in December of 2024.
The Creative Drive is a podcast hosted by Racer’s Creator Network President Taro Koki, dedicated to exploring the world of creativity within the automotive industry. Each episode features conversations with a diverse range of creatives, including YouTubers, directors, authors, designers, builders, and photographers, as well as industry journalists and creator economy experts. Together, we delve into what drives these creators, how they got started, their creative process, their inspirations, and their insights on building an audience in today’s digital landscape. From stories of success to overcoming setbacks, The Creative Drive offers listeners a candid look into the minds of automotive creators and their journeys.
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00:00 Intro
00:38 Jim Liaw and the 2024 PRI Show
02:00 Where is the racing industry headed?
03:50 Jim Liaw’s journey to PRI
08:06 Serving as a member of the FIA Commission
10:00 How does the rest of the world perceive racing in the USA?
13:34 What made drifting so popular in America?
16:36 The role of social media in Formula Drift’s success
19:33 How should racing organizations promote themselves today?
25:43 The impact of Drive to Survive on Formula 1 and beyond
28:20 Sim racing at the 2024 PRI Show
33:34 Racing categories on the rise at the 2024 PRI Show
34:40 PRI’s goals for the future
37:17 Jim Liaw discusses his creative drive