Joey Logano, the accomplished NASCAR driver for Team Penske, has entered into a new chapter by becoming part-owner of a Ford dealership in Huntersville, North Carolina, in a move designed to expand his alliance with the automotive brand. This strategic step strengthens the Joey Logano Ford dealership partnership, connecting his racing expertise with the retail car world within the Krause Auto Group.
Logano Expands into Car Retail
After years of supporting his local dealership, including borrowing cars for appearances and collaborating on charitable vehicle giveaways, Logano took the plunge into dealership ownership. He spent more than a year learning the ins and outs of car retail so he could make a meaningful contribution from day one. Stacy Cowan, general manager for Huntersville Ford, will operate the store with Logano supporting growth and marketing from his unique vantage point as a driver.
Leveraging Racing Networks for Business Value
Even as he admits that his primary skill is on the racetrack rather than in dealership management, Logano recognizes the unique value he brings.
“As a race car driver, you have an unfair advantage in business because I’m able to pretty much connect with about anyone I want to connect with, which is a great tool to have,”
said Logano per Autoweek. He emphasized his intent for incremental improvement:
“The goal here is to take what Huntersville Ford already is in the Krause Auto Group, that’s grown an incredible business, and try to add a little bit more to it…”
Logano’s deep familiarity with Ford’s lineup, shaped by years of racing their vehicles, underpins his contribution to the dealership. He noted his direct connections to manufacturers through NASCAR, adding,
“My tool and my resource that I’m able to bring to the table comes from winning on Sundays…”
His high profile in the sport and close industry ties are expected to enhance the business’s credibility and marketing power.
Active Engagement in Dealership Operations
Logano is intent on learning all aspects of the business rather than taking a passive role. He requested early on to experience each department—including service and sales—to truly understand what drives the dealership’s success.
“I’m not going to go in there and completely change the place and tell everyone how to do everything, but use me as a little bit of fuel that can be on the fire that’s already there,”
he continued.
While Logano will remain focused on his Team Penske driving responsibilities, particularly during the NASCAR season, he believes on-track performances may correlate to increased customer interest and possibly higher sales at the dealership.
Dealership Growth and Marketing Initiatives
The arrival of Logano has already sparked plans for rebranding the dealership and introducing aggressive marketing strategies that feature his image and story. Huntersville Ford, as part of the Krause Auto Group, currently moves between 1,500 and 1,750 new vehicles annually. With Logano’s involvement, the store expects both foot traffic and sales figures to rise.
This partnership provides an example of how sports figures like Logano can bring their networks, reputations, and industry knowledge to bear in traditional business sectors. As the store’s rebranding and marketing initiatives roll out, both the dealership and Logano are poised to discover how the world of racing can turbocharge car sales in North Carolina.
