When James Roe Jr. rolled out of pit lane for his first race at Sebring International Raceway, the connection between speed, precision, and performance was on full display. The historic airfield-turned-road course tested the limits of both man and machine—but it also symbolized the powerful alignment between Roe and his longtime sponsor, Topcon.
Topcon, a global leader in positioning technology, has partnered with Roe since 2019. Their relationship has grown from a branding opportunity into a meaningful, performance-driven collaboration. In 2024, they inked a new multi-year deal—one that not only reflects Topcon’s belief in Roe as a driver, but also in the shared values between motorsports and precision technology.
“There’s such a natural crossover,” Roe says. “In both motorsports and construction, it’s all about speed, accuracy, and performance. The language, the mindset—it’s remarkably similar. And when you can actually use the technology your sponsor makes to go faster on the racetrack? That’s when things get really exciting.”
THE DATA RACE: MILLISECOND DECISIONS AND LIVE TELEMETRY
Racing has always been about fractions of a second, but today it’s also about gigabytes of data. Roe competes in both the IMSA endurance series with Pratt Miller Motorsports and the INDY NXT championship with Andretti Global. In both arenas, performance depends on far more than raw driving skill. As motorsport legend Mario Andretti once said, “A racing car is an animal with a thousand adjustments.” That’s never been more true than it is today. Each precise adjustment—every data point—can affect lap time, reliability, and ultimately, victory.
“Every car has up to 750 sensors onboard,” Roe explains. “From steering angle to brake pressure to suspension travel, we log every possible data point. And it starts before we even roll out of the pit box.”
The data is collected in real time, beamed back to the timing stand, and scrutinized by a team of engineers—sometimes catching mechanical issues before the driver even notices.
“At Daytona, we had an oil issue. The engineers spotted it on the telemetry before I saw a warning light. That saved us from blowing an engine—and potentially losing the race. It’s a race of understanding data and acting faster than anyone else.”
This live telemetry system is powered by GPS receivers installed in the car, similar to those Topcon deploys worldwide.
“The way we use GPS on the car—seeing our exact line on track, predicting lap times before the lap ends—it’s powerful,” Roe says. “But Topcon’s systems take it to another level. That same language of precision lives in both worlds.”
MORE THAN A SPONSORS DECAL: A TRUE TECHNOLOGY PARTNERSHIP
What began as a marketing relationship has evolved into a performance partnership. Roe and his teams are now actively exploring how Topcon technology can improve performance on track—not just promote a brand.
“It’s not just brand activation,” Roe says. “We’re now using Topcon products in our ecosystem. That’s the real value—leveraging their expertise in measurement and machine control to enhance our performance.”
One area where this collaboration has made waves is in track resurfacing and surface quality, particularly through Topcon’s Smooth RideTM technology.
“A smooth surface affects everything,” Roe says. “Tire wear, grip, downforce, lap time, safety. And for promoters, it affects race quality, weather resilience, and even broadcast reliability.”
Topcon’s Smooth Ride platform enables 3D surface scanning and resurfacing with millimeter precision—quickly, efficiently, and without extended track downtime.
“There’s tracks in North America that run events almost every day. They can’t afford to shut down for a week to survey,” Roe explains. “But with Smooth Ride, you scan the whole surface in 45 minutes over lunch. That’s game-changing. Then you can mill and pave only where it’s needed, saving time and money.”
HIGH STAKES ON TRACK—AND ON-SITE
Roe sees firsthand how technology reduces risk and maximizes performance in motorsports. The same is true in Topcon’s core industries: construction, surveying, agriculture, and infrastructure development.
“In both spaces, you’re trying to avoid costly mistakes,” Roe says. “A bad data read in a race can blow an engine. A bad measurement on a job site can ruin a project. Both can cost you hundreds of thousands of dollars.”
He describes the workflow as nearly identical: collect accurate data, analyze it in real time, and act quickly. Whether it’s adjusting ride height for Sebring’s bumps or regrading a roadbed, it’s all about precise decision-making.
“That mindset—of data, of accuracy, of continuous improvement— that’s where Topcon and motorsports align perfectly.”
THE CONSTRUCTION–RACING FAN CONNECTION
Industry insiders noticed something powerful while attending races at Daytona and Sebring: the crowds were filled with Topcon customers.
“I didn’t realize how many motorsports fans work in construction, surveying, or agriculture,” they commented. “But it makes perfect sense. These are hands-on, performance-driven people who operate heavy machinery and care deeply about precision. Racing speaks their language.”
Roe agrees. “It’s remarkable how many people I meet at the track who say, ‘I run an excavator all week and I watch INDYCAR every weekend.’ The crossover is massive—and that’s why this partnership works so well.”
It’s not just about eyeballs. It’s about emotional engagement. People don’t just see a decal — they see a technology company that shares their passion for performance and precision.
THE SMOOTH SURFACE ADVANTAGE
Surface quality is more than just a comfort issue for race drivers—it’s a competitive advantage and a safety necessity.
“The smoother the track, the more grip we have,” Roe explains. “That means less tire wear, more consistent lap times, and better racing.”
But it also affects the fan experience and race operations. On older, bumpier tracks, there’s often only one viable racing line. With a smoother surface, drivers can take multiple lines, increasing passing opportunities and excitement for fans and broadcasters.
“There’s a reason why promoters are repaving more tracks now,” Roe says. “They want to reduce rain risk, avoid cancellations, and put on a better show. And Topcon’s technology makes it possible to do that with minimal disruption.”
Topcon’s millimeter-grade surface data is already being used on a number of raceways. While some of those are confidential, the trend is clear: Smooth Ride isn’t just for highways anymore.
TWO SERIES, ONE GOAL: REACHING INDYCAR
In 2025, Roe is balancing two high-profile race programs: LMP2 endurance racing in IMSA with Pratt Miller Motorsports and open-wheel sprint racing in INDY NXT with Andretti Global.
“They’re very different disciplines,” Roe says. “IMSA teaches fuel saving, strategy, and tire management. INDY NXT is pure sprint racing—go flat out every lap. But both are preparing me for the NTT INDYCAR Series.”
That’s the ultimate goal: to race in INDYCAR and the Indy 500, with Topcon along for the ride.
“I want Topcon on the grid at the world’s largest single-day sporting event,” Roe says. “We’ve built something meaningful together, and getting to that stage would be a win for all of us.”
Making that leap isn’t easy. INDYCAR operates with a charter model, meaning there are only so many seats available. Roe is focused on delivering results—on and off the track—to earn his place.
“It’s about timing, performance, and having the right team opportunity open up,” he says. “But we’re doing everything we can to be ready.”
LOOKING AHEAD: DRIVING THE MESSAGE HOME
Roe’s journey is compelling, not only because of his talent behind the wheel, but because of his deep understanding of how technology can push limits and drive results.
“Whether you’re racing or building, we’re all in the business of continual improvement,” he says. “That’s what this partnership is about—pushing each other to be better.”
Topcon sees Roe not only as a brand ambassador, but as a real-world proof point for what its technology can achieve. And Roe sees Topcon as more than a sponsor—it’s a critical part of his pursuit of perfection.
“There’s something powerful about using your partner’s technology to actually get better at what you do,” Roe says. “It’s not just a decal —it’s a tool that helps me perform. That’s rare in this world. And that’s why this partnership matters.”
As Roe continues his climb, and as Topcon continues to push the limits of accuracy and innovation, the message is clear: precision matters—whether you’re paving a road or chasing a checkered flag.
