Use a dremel tool to smooth the burrs off the axels, smooth the inside of the wheels. Apply graphite to the axels. Make sure it weighs the allowed weight.
The car needs to be as close to the optimum weight without going over. The car needs to be sleek with a pointed front end. The extra weight you can put on needs to be towards the front but not all at the front.
He should avoid designs with pointed nose, and should reduce friction, which in pinewood cars acts like a brakes. Reduce that and he will have competitive car.