Richard Childress Racing (RCR) introduced a fresh brand strategy and campaign last month, attempting to connect with its core fanbase. The team described itself as the embodiment of NASCAR’s blue-collar ethos, leaning into its history.
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RCR’s new president, Mike Verlander, reflected the team’s stance when he controversially stated in a team release that “there are teams with slicker taglines and flashier shoe games, but that’s not who we are”. The shots were clearly fired at competitors like Hendrick Motorsports (HMS) and 23XI Racing.
“If you’re a guy or a gal who wakes up in the morning and you bust your back all day working your butt off, and you have a little grit up your nails, you definitely have a strong work ethic, we want to be your team,” Verlander added,
HMS driver William Byron was asked about RCR’s marketing approach and Verlander’s statement on the Rubbin is Racing podcast. The two-time Daytona 500 champion reiterated that the focus of Hendrick Motorsports was on winning races and not on the past.
Byron’s assertion was that while RCR may associate its history with a blue-collar workforce, HMS associates itself with excellence and winning. “Our team is focused on winning, and that’s the history,” he said
“That’s what Mr. Hendrick expects, and anything short of that, you know, we’re not doing our job. So, I think when you go there, it’s a lot of pressure. But we have great people behind us, and Mr. Hendrick gives us all the tools and resources to go out there and do our jobs,” added Byron.
At the moment, HMS doesn’t need an ad campaign to drum up support — its drivers manage to do that by visiting Victory Lane regularly. RCR, on the other hand, is a legacy team that is struggling to adapt itself to the changing landscape.
The substantial chunk of RCR’s fanbase is above the average age of the majority of NASCAR’s fans. Kyle Busch and Austin Dillon aren’t doing enough of a good job to attract the younger crowd, either. The strong need for an overhaul was apparent when RCR failed to secure a playoff spot in 2024. The team has not attracted fresh talent either.
The big question now is whether it can rise above the performance challenge and establish itself as a team that its fans —blue-collar or otherwise — would be proud of supporting.
