After a five-year absence from the US, F1 is trying to make an impact this weekend in the crucial American market.
The impressive new Circuit of the Americas has been hailed by Bernie Ecclestone and the teams, while the layout is lauded by drivers.
But one questionable detail is the scheduling clash with the season finale of the highly popular Nascar series, with many US motor racing fans glued to wall-to-wall television coverage this weekend.
David Coulthard, the former McLaren and Red Bull veteran, called it "an unfortunate scheduling clash".
"But in this land of opportunity I am hopeful that formula one will grab its big chance and leave our hosts wanting more," he wrote in his Telegraph column.
But the scheduling clash could recur yet again next year, with the Sprint Cup finale and the US grand prix also reportedly sharing dates for 2013.
"I think it appears to be a bit unfortunate but we’re probably a different market and I guess it’s difficult when you’re arranging calendars," said McLaren team boss Martin Whitmarsh.