NASCAR Team CEO on Manufacturers: “We Have to Listen to Them”

What’s Happening?

With the debate about the role of manufacturers in NASCAR growing amongst the fanbase and industry members, Kaulig Racing CEO Chris Rice stepped in to tell everyone just how important manufacturers are to the current sport.

Earlier this week, NASCAR legend Kevin Harvick went viral for a rant about the state of the sport, saying that manufacturers should not dictate engine rules in motorsports.

One of the major takeaways from this rant was the future NASCAR Hall of Famer saying “screw the manufacturers,” adding that “the fans want to see things that are out of control go fast and loud.”

Of course, this conversation is far from new to the world of NASCAR and motorsports, with fans often disappointed to hear that some controversial decisions were not made by NASCAR or even the team, but rather, the manufacturers.

Still, that doesn’t mean the relationship between teams and manufacturers is anywhere close to testy, as during a recent appearance on SiriusXM NASCAR Radio, Kaulig Racing CEO Chris Rice reminded fans just how important brands like Chevrolet, Ford, Toyota, and Ram are to the sport.

Rice warned fans that without the support of these brands, the racing product might be in an even worse spot at certain tracks.

“If we don’t have the OEMs, the racing looks way different than it does today,” Rice said. “And [if] you think we have a lot of complaining now about our racing, oh my goodness, It would be astronomical.”

Another debate about manufacturers in NASCAR that has taken the community by storm as of recent is the discussion about brand identity, with NASCAR Vice President of Innovation and Racing Development John Probst recently floating the idea of turning the O’Reilly Auto Parts Series into a Crossover Utility Series, catching heavy pushback from fans.

Probst’s point there, among other things, was about ensuring that the manufacturers find value in the series, given the recent spike in the popularity of Crossover Utility Vehicles to consumers.

For his part, Rice tacked on a reminder to fans that the OEM’s see motorsports as a way to promote their vehicles to customers, and that the support they give to teams in promoting their products is priceless.

“We have to have them [manufacturers], we have to listen to them, and we have to be able to do what they want us to do because at the end of the day, it’s about selling vehicles on the road, right, to your fan[s] or anybody else.” — Chris Rice

Rice sees the support that manufacturers bring to the sport on a day-to-day basis as, at least right now, no team in the sport may have a closer relationship to its manufacturer than Kaulig’s Truck Series team, which is serving as the de facto factory team for Ram in its return season to NASCAR.

Alongside helping the team field five full-time Truck Series entries, sponsoring some of those entries on a full-time basis, and helping bring names like Tony Stewart back to the sport, Ram has stepped up with major at-track activations to promote their brand to fans.

For the most part, fans have positively received these activations, with many in online circles saying that other NASCAR manufacturers should take steps to promote themselves at that same level.

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