NASCAR teams and sponsors have long employed “show cars” – retired or specifically built replicas of race cars – for promotional purposes. These cars serve as powerful marketing tools, engaging NASCAR fans to get up close and personal with the cars they watch on Sundays.
The practice of using show cars dates back to the 1970s and ’80s when NASCAR’s popularity began to grow. Stock car racing evolved from a regional sport to a national, major-league sensation. With that came national sponsors, putting NASCAR on “main street” and capturing the attention of major household brands.
One near-constant in the show car industry during that period has been Wood Brothers Racing, which is currently in its 75th year of continuous operation. Rick Lechner, of Charlotte, North Carolina, is the man who has towed the famed No. 21 Motorcraft Quick Lane show car across the United States for the past 16 years.
According to Yvonne Harrison, an account executive for Campbell Marketing, Lechner’s 2024 schedule featured 36 show days in 25 locations as he traveled a total of 16,008 miles.
Lechner has seen a lot of changes in the two decades he’s worked in the show car industry. He started with Hyak Motorsports (formerly JTG Daugherty Racing), which placed him with brand titans like Armor All, Kingsford, the U.S. Air Force, and more.
The honor of joining the storied Wood Brothers Racing family is not something Lechner has taken for granted. He said, “They set a high standard that I live up to, and part of my job is to keep their reputation high,” noting that this expectation manifests in even the smallest of details. “The car we travel with is a real race car, complete with a motor.”
He’s proud that they bring a real NASCAR Cup Series race car to each stop – not a simulator or a mere shell and chassis. “When you come to our event, you can reach out and touch it,” Lechner said.
The intimate proximity they facilitate cannot be replicated for the typical fan, even for most racegoers. “They may not realize it from watching on television, and sometimes even those who go to the track, the high level of craftsmanship that goes into these cars,” Lechner explained. “For example, seeing the fact that drivers get in and out through such a small window shows you that they’re much more athletic than the public gives them credit for.”
Considerable attention goes into the display and execution of a No. 21 Motorcraft show car event. Lechner aims to maximize the location by selecting the perfect site. “I like choosing places that are high-visibility for passing foot or vehicle traffic, but also not right next to loud music, or bounce houses or other distractions,” he noted. “We also do something different at our events … I like to start the car.”
Firing up the 900-horsepower Roush Yates Ford FR9 EFI V-8 engine is part of the show. “The sound of the engine often draws people in that otherwise might not have come by,” Lechner said.
This one-man operation travels with a tent that allows for more socializing. When making dealership visits, Lechner also incorporates a sought-after production car to tie in and showcase the Ford brand, completing the display and making the connection unmistakable. He also shares the history of Wood Brothers Racing whenever possible. “Lots of drivers got their first Cup wins with us,” he acknowledged, nodding to drivers such as Kyle Petty, Dale Jarrett, Trevor Bayne, Ryan Blaney, and more.
The No. 21 Motorcraft Quick Lane team is not the only one that fields an aggressive show car program. The No. 22 Pennzoil and the No. 20 DeWALT teams also run robust programs across the country with regular visits, as do other brands.
However, the increasing lack of year-round sponsorships poses a challenge to the show car programs of the future. “This makes me grateful for the brands that are investing in their show car programs and really activating their sponsorship,” Lechner said.
Lechner often finds himself serving as an ambassador not just for Wood Brothers Racing or the No. 21 Motorcraft Quick Lane car, but for motorsports as a whole. “Whenever I see a child take interest, I try to encourage them to head to their local track. And if they can’t race go-karts or something, get involved however they can,” he said. “Help a racer with their car, or anything. That’s how this sport will live on.”
To keep up with appearances by the No. 21 Motorcraft Quick Lane car and other programs, visit https://nascarshowcars.info/.
