If you don't get into the programming mode the normal way (after 10 secs full throttle), sometimes the problem is in the channel reverse.
Check if it enters programming mode with full brake applied for 10 secs. If yes, then reverse channel 2 from your transmitter (and change the motor wiring if you have driven your car normally before...).
Yup, I know - fell for that one too. Scratched my head couple of times before realizing the problem...
