Last year, Dale Earnhardt Jr. spearheaded the acquisition of the CARS Tour, a grassroots asphalt late model stock car racing series, and emphasized the importance of Kevin Harvick by inviting him as a partner. Their Kevin Harvick CARS Tour partnership aims to boost local racing, drawing on each owner’s unique strengths to revitalize the sport at its core.
The Formation of a Unique Ownership Group
The CARS Tour was established in 2014 and saw a significant change in 2023 when a coalition of prominent NASCAR personalities, including Dale Earnhardt Jr., Kevin Harvick, Justin Marks, and Jeff Burton, purchased the series from Jack McNelly. This group was united by the desire to uplift grassroots stock car racing, and each member was hand-picked for their expertise as drivers and business figures.
In an interview conducted last month, Dale Earnhardt Jr. recounted the moment he discussed bringing Kevin Harvick on board.
“Honestly, this conversation happened in a golf cart,”
Dale Earnhardt Jr., NASCAR Champion and CARS Tour co-owner, said. He described how the discussion took place at Bristol Motor Speedway, highlighting their established friendship as the basis for their collaboration.
Earnhardt Jr. elaborated further, saying,
“We have had our bumps in the road as competitors over the years. But he is a very ambitious businessman, and I thought he could bring a lot to the group we put together.”
– Dale Earnhardt Jr., NASCAR Champion and CARS Tour co-owner. These candid words show how both respect and prior rivalry contributed to the selection of partners who could deliver something distinct to the venture.
Alongside Harvick, Jeff Burton was chosen for his comprehensive experience in the racing industry. Justin Marks offered innovative ideas in marketing. According to Earnhardt Jr., their collective skills have been instrumental in the continued growth and appeal of the CARS Tour, making the journey especially rewarding for its owners.
Staying Loyal to Grassroots Racing
The four co-owners share a deep connection with grassroots racing, committed to promoting and preserving the unique atmosphere found at local tracks. This vision was clearly articulated by Dale Earnhardt Jr. at the Florence Motor Speedway.
“We run a particular car. It’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. We love the grassroots connection. We love the vibe and energy that you get when you’re at a racetrack like Florence,”
stated Dale Earnhardt Jr., NASCAR Champion and CARS Tour co-owner.
Despite aspirations for recognition beyond their current audience, the group intends to retain the organic, community-driven character of the series. Rather than expanding into larger or more commercial venues, they believe the heart of the series lies in small-town tracks and local fans. Florence, for instance, exemplifies the kind of energy and authenticity they prize.
Objectives and the Road Ahead
The leadership has set clear goals for the CARS Tour: protect grassroots racing traditions, act as a springboard for rising talent, and secure visibility and sponsorship for local event organizers and drivers. These aims come from a deep understanding of the sport’s heritage and the opportunities it can provide to emerging athletes. The involvement of Kevin Harvick, alongside experienced figures like Jeff Burton and creative minds like Justin Marks, strengthens the tour’s direction by combining business acumen, industry connections, and passion for motorsports.
As the CARS Tour continues to develop, the partnership between Dale Earnhardt Jr. and Kevin Harvick stands as a critical force in its momentum. Their shared vision ensures the series remains true to its community roots and offers a valuable, developmental path for future stars, promising continued relevance and excitement for fans and drivers alike.
