The technical aspects of clean diesel technology in both the Audi and BMW campaigns is at the forefront. Specifically because these brands are positioned for a more educated consumer they do not try dumb down the facts too terribly much and often site their sources. The introduction to the BMW Advanced Diesel site (direct link here: http://www.bmwusa.com/Standard/Content/Uniquely/BMWEfficientDynamics/ExploreAdvancedDiesel.aspx#intro) includes a weekly tally of statistics that would be affected if people were to be driving diesel powered vehicles. Further in generalized tech is explained including the use of ultra-low sulfur fuels, the methods used to "clean" the diesel exhaust and the low lag of the ball bearing turbochargers. These are a few of the proto-scientific claims used to make diesel more "thing" like in the eyes of the American consumer. There's a heavy emphasis on explaining how and why diesel has matured to a level where it has overcome the drawbacks it once faced and is on equal footing with gasoline. Picking out each claim (it's smelly, slow, loud, etc.) and systematically explaining these away it manifests the concept as "thing like".
As for drivers making circulating reference in their work on the track I'm happy to say they do! Well known tracks are analyzed thoroughly outside of the car by the driver when speaking to the engineers working on the vehicle. Often times utilizing a map (similar to this one: http://www.bmwheaven.com/images/stories/image_gallery/motorsport/nordschleife.jpg) where corners, distances and radii are clearly labeled and documented they work with the engineers on how to set up the vehicles specifically for each corner and elevation change. The driver speaks in terms of "it pushes on corner 7," which the engineer interprets and translates into a 3 degree adjustment in caster for the front wheels. The driver then takes the adjusted vehicle out and feels the difference between the two set ups, much like the iterative process involved in the scientific method. The driver keeps a log of all of this notes whether it be hesitations on hill climbs or understeer on a decreasing radius corner he uses his finely tuned instrument (his body) do monitor the performance of the vehicle and then put it down in a readable form for the engineers to decipher and implement as improvements.
It is also interesting to note that on tracks that are changing or are not familiar to drivers such as in rally racing there are co-pilots who have notes with a measurement scale for upcoming obstacles. The co-pilots use a 1 to 5 scale for severity of corners along with notes for crests in the road, debris and other obstacles the driver will encounter. Here's an example, the engine noise is loud but the co-pilot can be heard if you listen closely:
Ken Block's 2009 100 Acre Wood Rally Run from Andrew Didorosi on Vimeo.
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