On February 9, 2026, Joey Logano, a three-time NASCAR Cup Series champion, made a bold move into a new arena by launching his own automotive retail venture in Huntersville, North Carolina. This transition marks the next chapter for Logano, a figure synonymous with racing excellence, as he follows in the footsteps of industry legends by leveraging his experience, connections, and reputation to build a lasting presence off the track.
Now 35 and recognized for both his victories and substantial legacy within NASCAR, Logano isn’t just slowing down or stepping away from the limelight. Instead, he is channeling his competitive drive and strategic acumen into a business endeavor that closely mirrors the careers of other racing icons. The Joey Logano automotive retail venture represents more than a typical post-racing project—it’s the foundation for generational wealth and a testament to meticulous planning, reminiscent of the careers of his mentors and celebrated team owners like Roger Penske.
A Fresh Perspective on the Car Business
Joey Logano’s foray into car dealership ownership is more than a celebrity endorsement or a detached investment.
It’s been enjoyable for me. And I’ve really taken that as something really exciting to see the other side of the car world. I feel like I’ve seen it as a customer. I’ve seen it as a race car driver, but I’ve never seen it from the retail side before. And that’s been pretty fun to get to learn.
– Joey Logano, NASCAR Driver & Team Owner
Not content to simply lend his name to the dealership, Logano purchased an ownership stake in a Ford dealership in Huntersville, partnering with general manager Stacy Cowen. This move deepens his local ties, as Logano grew up in the area, built relationships with the dealership’s staff over the years, and has collaborated with them through the Joey Logano Foundation on various events and initiatives. His history with this specific store, including borrowing cars for events and engaging with staff, made the transition into ownership both natural and strategic.
Now operating under the Krause Auto Group, a well-respected organization in the automotive retail landscape, the dealership benefits from Logano’s detail-oriented background at Team Penske and his renowned ability to connect with fans and customers alike. The connection is reinforced by the classic racing mantra:
“win on Sunday, sell on Monday,”
as Logano’s success on the track naturally fuels credibility, recognition, and trust within the automotive community.
Logano dedicated the last year to meticulously learning the retail business, intensifying his focus on Ford’s lineup—most notably the Mustang Dark Horse, a product closely associated with his racing achievements. This preparation positions Logano to actively contribute to the dealership’s operations and long-term strategy, rather than serving as a passive investor.
Learning From Pioneers in Racing and Business
Joey Logano’s decision echoes the path carved by some of NASCAR’s most prominent figures, such as Roger Penske. Penske, widely known as “The Captain” for his leadership on and off the racetrack, began his automotive business journey after retiring from racing by acquiring McKean Chevrolet in Philadelphia in 1965 with support from his father. This single purchase served as the catalyst for what would become the Penske Automotive Group, now boasting approximately 250 dealerships across the United States, United Kingdom, Germany, and more.
Penske’s vision extended beyond racing, transforming a successful driving career into a generational business empire. His story serves as a guiding light for younger champions like Logano, demonstrating that strategic moves off the track can secure both financial success and an enduring legacy.
Fellow drivers have also found post-racing prosperity in business ventures. Brad Keselowski, another NASCAR champion and Logano’s former Penske teammate, shifted gears in 2018 by launching Keselowski Advanced Manufacturing (KAM) in Statesville, North Carolina. Specializing in metal 3D printing and advanced machining for automotive, aerospace, and defense industries, Keselowski’s company attracted over $10 million in investment before its acquisition by ADDMAN Group in 2024.
Rusty Wallace, a key figure in NASCAR history and a fellow Penske alumnus, established the Rusty Wallace Family of Dealerships across East Tennessee after ending his own racing career in 2005. His dealership network, which represents major brands such as Ford, Toyota, Kia, and Honda, showcases how name recognition combined with smart business tactics can yield lasting success.
These stories have laid a clear blueprint for Logano to follow. With his ownership stake in the Huntersville dealership, he’s forging a similar path, demonstrating that a fulfilling and prosperous life is possible beyond the racing circuit for those who approach the business world with the same determination they brought to the track.
A Strategic and Personal Undertaking
Unlike some sports personalities who treat their business ventures as side projects, Logano’s commitment to the automotive world is rooted in both strategy and sentiment. His return to Huntersville connects personal history and professional ambition, enriching the dealership with his unique perspective as a racer, customer, and now, business leader. His collaboration with established organizations like Krause Auto Group and longtime community partners further solidifies his place within the region’s automotive industry.
The move into the automotive retail space is not merely a matter of financial diversification for Logano. It’s a deliberate play that seeks to build on his reputation as a champion, leveraging his deep ties and trusted relationships, all while preparing for long-term generational success.
What Lies Ahead for Joey Logano’s Automotive Empire
By combining the lessons learned from legends like Roger Penske and drawing inspiration from peers who have successfully transitioned to business ownership, Joey Logano illustrates the evolving opportunities that await professional athletes beyond their competitive years. His hands-on approach to the dealership business, paired with a strong sense of community and brand loyalty, positions the Joey Logano automotive retail venture to grow well into the future.
With a proven record of achievement and a loyal following from his NASCAR days, Logano’s expansion into retail underscores the dynamic relationship between sports, business, and community. As he continues to build his presence in the automotive industry, all eyes are on how Logano’s experience and drive will shape his new empire—one that could one day rival the successful blueprints he so clearly admires.
