A familiar name will look very different in 2025. After years of racing glory under a shared vision, one half of Stewart-Haas Racing has stepped away, leaving Gene Haas to reshape the team on his terms. The new-look Haas Factory Team brings fresh focus, new structure, and tighter strategy—but questions remain. Can this single-car reboot live up to the past, or is it a farewell tour in disguise?
Key Highlights
Gene Haas rebrands SHR as Haas Factory Team for 2025
Tony Stewart exits ownership, ending the Stewart-Haas era
HFT will run one Cup car (No. 41) and two Xfinity entries
Cole Custer leads Cup effort, Creed and Mayer headline Xfinity
HFT aims to streamline operations while promoting Haas Automation
From Powerhouse to Precision: The SHR Closure and HFT Launch
The 2024 season closed the book on one of NASCAR’s defining teams of the modern era. Stewart-Haas Racing, once a four-car titan that fielded legends like Kevin Harvick and Clint Bowyer, officially shut its doors. The team’s charters were split among rising outfits like Front Row Motorsports and Trackhouse Racing. But the story didn’t end there. Gene Haas, founder of Haas Automation, retained a single Cup Series charter and both Xfinity Series entries. He announced that his new operation would launch in 2025 under the banner of the Haas Factory Team.
“My commitment to motorsports hasn’t changed, just the scope of my involvement.” – Gene Haas
The move was driven by brand priorities. Haas emphasized that NASCAR remains a key platform for promoting his global machine tool business. While the sprawling SHR operation became difficult to sustain, the leaner HFT model enables Haas to remain active in the sport’s top levels—while regaining operational control and efficiency.
Tony Stewart’s Departure and Its Meaning
Tony Stewart’s exit from team ownership marks the end of a unique era. Stewart brought unmatched charisma, driver respect, and championship pedigree to the team when he joined Haas CNC Racing in 2009. The rebranded Stewart-Haas Racing quickly rose to prominence, winning two Cup Series championships and earning 69 Cup victories. Now, without Stewart’s leadership, the team shifts from its well-known driver-focused culture to a structure centered on technical efficiency and brand activation.
His absence leaves behind significant changes:
The team no longer benefits from Stewart’s presence in the garage and his relationships with sponsors and drivers.
Gene Haas assumes full leadership, prioritizing Haas Automation’s visibility.
The team structure becomes more traditional, with corporate objectives driving decision-making.
The transformation reflects a philosophical shift—from passion-fueled partnership to a singular business focus.
New Structure, Same Ambitions: Inside the 2025 Lineup
The Haas Factory Team’s 2025 campaign centers around a single Cup Series entry: the No. 41 Ford Mustang driven by Cole Custer. Custer returns to the Cup level after an Xfinity championship and gets support from new crew chief Aaron Kramer. Joe Custer, Cole’s father and longtime SHR executive, will serve as team president, ensuring leadership continuity from the previous regime.
HFT also launches an ambitious two-car Xfinity program. Sheldon Creed joins the No. 00 car, aiming to convert past potential into victory lane trips. Sam Mayer, the former JR Motorsports standout, pilots the No. 41 Xfinity entry. Both drivers represent potential future Cup talent and give the team a renewed development identity.
“I’ve achieved victories in every category I’ve participated in, and I believe I’ve earned my spot in the Xfinity Series—but that’s not sufficient. I aspire to win…” – Sheldon Creed
Technical alliances remain strong. HFT continues its partnership with Roush-Yates Engines and Ford Performance, offering a solid platform for both immediate competitiveness and long-term sustainability.
Downsizing with a Purpose: Strategic Advantages and Culture Shift
Shrinking from four Cup entries to just one might seem like retreat, but Haas frames it as refinement. By scaling down, HFT can focus its engineering and personnel resources on one car—removing distractions and spreading fewer mistakes across the board. Haas has publicly described this as a “return to 2008,” before SHR’s massive expansion, when focus was tighter and expectations more precise.
This shift affects culture and workflow:
Leaner staff means closer accountability and faster decision-making.
Former SHR personnel were scattered across the industry, but core members remain with HFT to retain institutional memory.
Joe Custer’s leadership and Haas’s technical influence define a new identity: less personality-driven, more process-focused.
In effect, the team is trading volume for precision—hoping this strategy aligns better with modern NASCAR realities.
What Lies Ahead: The Stakes for HFT and NASCAR
Expectations for HFT’s debut season are high but realistic. Cole Custer, a proven Xfinity talent, will be measured against past SHR performance and current mid-tier Cup teams. As a one-car operation, there are no excuses. Every result will reflect directly on the car, the crew, and the organizational model.
On the Xfinity side, the stakes are different. Creed and Mayer are under pressure to win, but the focus also includes development. HFT wants to build the next wave of Cup contenders—and make its brand a proving ground for both drivers and equipment.
Meanwhile, the broader NASCAR world watches closely. The dissolution of SHR and creation of HFT represents a larger trend: big-name teams evolving or folding as the business side of racing tightens. For fans, sponsors, and rivals alike, HFT is a case study in whether a “factory team” with focused goals can match—or even surpass—the results of its sprawling predecessor.
News in Brief: Stewart-Haas Racing’s New Chapter
Stewart-Haas Racing has officially transitioned into the Haas Factory Team for 2025, following Tony Stewart’s departure from ownership. Gene Haas now leads the effort solo, fielding one Cup car driven by Cole Custer and two Xfinity Series cars for Sheldon Creed and Sam Mayer. The restructured team aims to balance technical focus with brand promotion for Haas Automation. With SHR’s legacy in the rearview, HFT faces immediate performance pressure and cultural adjustments in NASCAR’s modern competitive environment. The results will define Haas’s next chapter in stock car racing.
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