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Along for the ride; NASCAR's roaring popularity has local companies racing to cash in.

Publication: Crain's Detroit Business
Publication Date: 15-MAR-04 		Format: Online - approximately 1262 words
Delivery: Immediate Online Access
Full Article Title: Along for the ride; NASCAR's roaring popularity has local companies racing to cash in.(National Association for Stock Car Auto Racing )

Article Excerpt
Byline: Andrew Dietderich

Forget cubicle-filled offices or sterile meeting rooms; when Syntel Inc. shows off some of its latest and greatest technology, it takes clients to a place where a pack of cars drives more than 200 mph and the roar they create rivals a jet airplane.

The place is the NASCAR racetrack.

And on any given Sunday during race season, Syntel's communication system developed specifically for Target Chip Ganassi Racing is at work.

You can bet Syntel employees are nearby showing it off, too.

A place in the top 10 - such as when TCGR driver Casey Mears finished seventh in the UAW-DaimlerChrysler 400 at Las Vegas on March 7 - and Syntel gladly steps forward to say, "See what we can do?''

"You take a client to see cars going 218 miles an hour, and you get a whole new environment to talk technology,'' said Jonathan James, vice president of marketing for Troy-based Syntel (Nasdaq: SYNT).

Syntel is just one of many Southeast Michigan companies and organizations trying to cash in on NASCAR, be it through supplying products and services used by race teams, marketing or...

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