Dale Earnhardt Jr CARS Tour vision is drawing attention as the NASCAR Hall of Famer outlines his plans to strengthen the grassroots racing series he co-owns with Kevin Harvick, Jeff Burton, and Justin Marks. Speaking recently at Florence Speedway in South Carolina, Earnhardt emphasized the importance of sustaining the CARS Tour’s authenticity while enacting changes to encourage growth, attract more fans, and keep the racing affordable for participants.
Continued Commitment to Grassroots Racing
Throughout his distinguished career as a two-time Xfinity Series champion and motorsports figure, Dale Earnhardt Jr. has made it clear that grassroots racing lies at the heart of his passion. Alongside partners Harvick, Burton, and Marks, Earnhardt has invested not just financially but with personal dedication in elevating the CARS Tour, a late model racing series known for launching the careers of many NASCAR drivers. Their group is committed to strengthening connections with communities like those in South Carolina and preserving the small-track spirit that defines the tour.
“We run a particular car that’s always going to stay in one lane. We’re never going to leave these types of racetracks and go to bigger and better venues.”
—Dale Earnhardt Jr, Co-owner
Caring deeply about the CARS Tour’s legacy has led the partners to constantly balance the need for progress with a firm respect for tradition. They are not content to simply let the tour operate as it always has; instead, their active involvement includes substantial resource allocation aimed at attracting new audiences and maintaining excitement at each event.
Strategic Growth with a Focus on Sustainability
Earnhardt does not want to lose touch with the heritage that has made the tour special for racers, families, and local track enthusiasts. At the same time, he recognizes the need for calculated growth. Efforts are ongoing to boost prize money, increase sponsorships, and make the tour more affordable for everyone involved, from aspiring racers to established teams.
“We kind of know where we’re going to live and where our lane is,”
—Dale Earnhardt Jr, Co-owner
He and his partners are careful in how they expand, scrutinizing every change for its potential impact on competitors, local tracks, and series reputation. In discussions with racetracks and owners, topics like scheduling, race formats, and ways to minimize costs often arise. Earnhardt points out the challenge of working with each track’s unique expectations while keeping the weekend events engaging and practical both for established “pros” and local entry-level racers including Bandolero drivers.
“But our track guys want to race in front of people like that and get out and win and celebrate in a pretty good crowd. The track wants to take care of their folks and the people that race here weekly.”
—Dale Earnhardt Jr, Co-owner
Listening to the Racing Community
Dale Earnhardt Jr., together with co-owners, makes active efforts to invite ideas and feedback from the full range of stakeholders—drivers, team owners, track officials, and fans—in refining the CARS Tour. Regular dialogue ensures decisions reflect not just their own ambitions, but also the realities and wishes of the broader racing community. Earnhardt values the challenge, realizing complete satisfaction for everyone may be elusive, but improvement is always possible.
“It’s fun, I love the challenge of getting the Tour happy,”
—Dale Earnhardt Jr, Co-owner
“You’re never going to make everybody happy, but we’d love to get the Tour to where the people here that are running it (track owners) love it, it makes sense financially, but we’re not all the way there yet. There’s always work to do.”
—Dale Earnhardt Jr, Co-owner
“We love the grassroots connection. We love the vibe and energy you get at a racetrack like @FmSpeedway2025 .”
—Dale Earnhardt Jr, Co-owner
This ongoing dialogue has led to discussions about tweaking the schedule, considering factors like summer heat and family commitments. Earnhardt and his team are exploring the idea of starting the season earlier or possibly reducing the number of summer events, giving participants more space for personal time without sacrificing the series’ excitement.
Prioritizing Quality Over Quantity in Race Scheduling
Adjusting the CARS Tour calendar is a delicate exercise. Earnhardt believes the current count of 14-15 Late Model Stock races and a similar number for the pro competitors strikes the right balance. The emphasis is on delivering high-quality events rather than simply increasing quantity—a philosophy shared across the tour’s leadership and many teams.
“We don’t want to increase our races, I think our footprint of 14-15 races in Late Model Stocks is good, and the pros run 13 or so every year,”
—Dale Earnhardt Jr, Co-owner
This focus extends to the prize structure, with continuing feedback sessions held with teams about how purse distributions can be improved at all levels of the field. Earnhardt is keen on understanding what motivates drivers and what enhancements would inspire greater participation, mindful that both the front-runners and mid-pack racers deserve meaningful rewards and recognition.
“We talk about a lot of things. I ask the teams about what they want in terms of purse increase, whether it’d be the back, middle or to win. What is it that gets these guys to come out to compete?… What is it that drives them to the racetrack? We’re trying to figure that all out and the kind of thing would be helpful for the Tour.”
—Dale Earnhardt Jr, Co-owner
The Road Ahead for the CARS Tour
Dale Earnhardt Jr CARS Tour vision represents a sustained commitment to grassroots motorsports, as he and his partners juggle the tension between tradition and innovation. Their efforts in preserving the authenticity of short-track racing, while providing real opportunities for drivers and teams, continue to shape the future of the series. With input from all corners—drivers like Jeff Burton and Kevin Harvick, promoters at historic venues, and loyal fans in cities like Florence—the CARS Tour’s journey is one in constant evolution, focused on sustainability and long-term success for the racing community it serves.
