Does NASCAR Need Color?

Ludacris has a reality show called Changing Lanes where Asian, Latino, and African American contestants compete for an opportunity to drive on the NASCAR circuit. Although I applaud Ludacris in his efforts to integrate the sport I had to ask myself does NASCAR really need to add minority drivers? From a business standpoint it's hard to imagine that sponsors wouldn't want to take advantage of a previously untapped demographic, but isn't there a reason the sport has no minorities to this point? The NASCAR governing body says it would like more minority participation, but it does not have a fan base that demands it. At a time when 1/3 of the country's population claims minority isn't it strange no one (other than Luda) has stepped up and shown any initiative? It's 2010 and I don't believe people should have to force themselves upon anyone. If the sport wants to remain "pure" that's their business. The ball is in their court. Change is a choice.