David Ragan: Corporate Crisis Management 101

David Ragan, JGR's interim replacement driver for Kyle Busch.

David Ragan, JGR’s interim replacement driver for Kyle Busch.

What do you do when your driver, Kyle Busch, who is arguably one of the top three drivers in Sprint Cup, is going to be sidelined for as long as 8 months? That’s a real problem. It isn’t a simple matter of calling up a reserve driver with the skillset to run with Kenseth and Edwards. They don’t exist.

The solution really isn’t a solution. It’s high dollar corporate crisis management. There are a number of drivers, who are journeyman drivers that for whatever reason will never be in the winners circle with any regularity. You have to choose one of them, but which one fits?

Fits what? First the driver has to fit the entity who pays the big dollars and that means M&M Mars. There are a number of drivers who could take that level of equipment and keep it at the lower end of the top twenty, but they need more than that.

M&M cannot afford to be embarrassed by a personality, off the cuff remarks, a possibility of trashing the car every time it goes out or not giving top notch representation to the company.

Hence the selection of David Ragan. Ragan fits all of the criteria that the sponsor needs. He won’t win, though he has every chance now. He can put it into the top twenty and may even do better. Most importantly, he’s calm, speaks very well and can mitigate the damage to the sponsor by doing a good solid journeyman job.

Young Erik Jones, JGR's future star.

Young Erik Jones, JGR’s future star.

If you look at his record with Roush he never came close to Edwards, Kenseth or Biffle, but he represented the sponsor well and didn’t destroy equipment like a Russian dashcam junkie.

M&M Mars has directed the next 6-8 months to be an interim crisis management period where the effort is somewhat like a physician’s first rule: Do No Harm.

Make no mistake, this was not Joe Gibbs decision. If it were, they would have given that ride to Erik Jones. The 18 year old kid is fast, he wins and is part of the future of JGR. It would have been the perfect time to give him the Cup experience needed to go into 2016 as the next Kyle Larson, if not better. But he’s unknown to M&M’s as a corporate representative.

Could he have handled the Sprint Cup pace under the new rules? Most likely yes, even though the cars should prove to be harder to drive. Often you find the new guy hasn’t embedded old habits into his driving style and could have adapted quickly. But this isn’t about an interim driver winning races, it’s about doing the sponsor’s bidding.

Once they ascertain whether or not the young baby faced Erik Jones can actually represent a company as large as M&M’s and Ragan doesn’t perform to an acceptable level, things could change.

For now it’s one of those unforeseen second chances that drivers at this level just don’t get. David Ragan has the opportunity to move from a forever mid-pack runner to a front runner.

He has to take every opportunity that he can to prove his worth as a driver or he will forever be regulated to contracts that are race to race with teams that are admirably capable, but not JGR or Penske level.

Mr. Ragan had better pull up every ounce of competitive ability and talent that he may never have accessed in order to become a driver that other top teams might look at as a high level performer.

And he has to do it with grace and aplomb. He wont get another chance.

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