Formula One needs to focus on the positives of its new turbo era rather than talking itself down, Williams technical head Pat Symonds said.
He made his comments as German driver Nico Rosberg took pole position for today's Bahrain Grand Prix, qualifying ahead of teammate Lewis Hamilton, ensuring a Mercedes lockout in the front row.
Rosberg, the world championship leader after two races, clocked 1 minute, 33.185 seconds to edge Hamilton. It was Rosberg's fifth career pole and first of this season.
Symonds warned that criticism of the rule changes from within the sport risked a backlash similar to that faced by British jeweller Gerald Ratner in 1991.
Ratner wiped £500 million (HK$6.43 billion at today's rates) off his firm's value with a speech to business leaders that mocked both his merchandise and customers' taste.
In one of the great corporate blunders, he boasted his company's earrings were cheaper than a prawn sandwich, "but probably wouldn't last as long" and called a cheap set of decanters and glasses "total crap".
Symonds said Formula One should not follow that path.
"We are in a good place and as a business we should focus on the positives," he said after an early practice session.
"I think many people in the UK will remember a guy called Ratner who basically killed his business by negative comments on it. We should be positive. We've done something good and we should tell the world about it."
Formula One ditched the old 2.4 litre V8 engines at the end of last season and replaced them with a new 1.6 litre V6 turbo power unit with systems harnessing exhaust gases and kinetic energy from the brakes.
The result has been much quieter cars that must now complete races with 30 per cent less fuel in a bid to become more environmentally friendly and road relevant.
Critics, such as Ferrari president Luca Di Montezemolo and Formula One supremo Bernie Ecclestone, have condemned the new sound and the formula that puts an emphasis on fuel economy rather than outright speed.
Montezemolo is due to have talks with Ecclestone and Jean Todt, head of the governing International Automobile Federation (FIA), on the new regulations and possible tweaks.
Symonds, a former Benetton and Renault technical director, said the new technology was impressive and necessary.
"The road car industry, rightly or wrongly, has to hit CO 2 per km targets ... and they will have to employ technology such as we are using in Formula One. So we are moving forwards, we are more relevant than we used to be.
"There was a great danger that we would become irrelevant."