13 May 2009
9:25 PM

Good times flow for Kahne...

Good times flow for Kahne, who settles in as Bud pitchman
By Nate Ryan, USA TODAY

STATESVILLE, N.C. — Beer school is in session at Richard Petty Motorsports, and the most apt pupil also seems most likely to be carded.
Kasey Kahne, a nine-time Sprint Cup winner whose apple-cheeked mug barely seems aged enough to warrant a driver's license, carefully has emptied a can of his favorite adult beverage (full disclosure: the company also spends millions to make his Dodge go fast) into a pilsner glass under the watchful eye of Anheuser-Busch brewmaster Angelo Cayo, who is teaching a NASCAR team the finer points of mixing barely and hops.

"That's a little too much head," Kahne says with a disapproving frown.

"But a very nice pour!" Cayo says. "Right down the middle."

That brings a smile for Kahne, and perhaps some relief, too. A world-famous brand's reputation rides on how convincing he is as its beer-drinking spokesman following in the footsteps of the sport's dominant personality.


A year and a half into being Budweiser's face in NASCAR, Kahne hasn't become as ubiquitous as the man he replaced. In eight Sprint Cup seasons driving a cherry-red Chevrolet, Dale Earnhardt Jr., the Sprint Cup series' six-time most popular driver in fan voting, was linked inextricably with the beer giant and elevated his profile to a level where results (Earnhardt has one win in the past 109 races and is 18th in points) seem virtually moot.

Entering this weekend's Sprint All-Star Race, which he won last year along with the Coca-Cola 600 for a sweep of the events preceding Memorial Day at Lowe's Motor Speedway, Kahne also is struggling (16th in the standings with two top 10s). But if his No. 9 has been underpowered (a new motor debuts this weekend), he still has flexed muscle as a marketing vehicle.

Dan McHugh, vice president of media, sponsorship and activation for Anheuser-Busch, says 95% of wholesalers are using the driver in "point of sale" displays — the cardboard cutouts purchased by convenience stores and bars to help push product. Earnhardt was the first Budweiser-sponsored driver to top 90%.

"That's a real good indicator of his fit," McHugh says, noting NASCAR remains the largest of its sports programs and that demand from wholesalers remained "overwhelmingly strong" after Earnhardt. "His popularity and personality fits at meet and greets. Overall, he's a great beer guy."

Anheuser-Busch's move from Earnhardt's once-rebellious look to Kahne's cherubic visage coincides with a shift in strategy for the St. Louis-based company, which was acquired by Belgian brewer InBev in a $52-billion deal last July.

A longtime sports marketing leader, Anheuser-Busch has scaled back some high-profile programs — eliminating its 30-year sponsorship of Kenny Bernstein's NHRA drag-racing team and removing a prominent sign at Wrigley Field — while embracing a more grass-roots approach. McHugh says Budweiser's advertising campaigns have focused on "explaining to entry-level drinkers of 21-25 what the brand stands for" with an emphasis on quality.

David Carter, executive director of the University of Southern California's Sports Business Institute, says Kahne, 29, might offer a more cost-effective and demographically suited avenue despite the mass appeal of Earnhardt, 34, whose freewheeling style was used to market Bud more as a lifestyle than a product.

Carter says sponsors view a driver's value differently than fans because "fans look at sports as an emotional connection, and corporate America looks at sports as a selling vehicle on behalf of shareholders.

"(Kahne) might allow them to speak to another market," Carter says. "You're likely going to pay a premium to stay with a guy that popular, but yet his popularity might not resonate as much with the people you're trying to sell the product. You can't think of Dale Earnhardt Jr. endorsing a beer that requires a lime. InBev might have a product that leans heavily toward women, and maybe it's advantageous to plug in Kahne."

Kahne's heart-throb looks were used to memorable effect by Allstate with a series of award-winning commercials in which a trio of middle-aged women swooned over the driver, who wore a firesuit emblazoned with hearts.

The ads, though, also raised questions about whether he was rugged enough to be a beer spokesman. On the midway at a recent race, Kahne's merchandise trailer was hawking pink T-shirts with rainbows, roses and angels wings that were imprinted "IT'S ALL ABOUT KASEY".

McHugh says "the way Allstate utilized Kasey is something we looked hard at, but the consumer's reaction showed he fit exactly the profile of a Bud drinker" during focus-group research in which Kahne topped several available drivers.

"I wasn't sure if he had the right persona to be a representative for Bud," says Casey Dobie, 33, a pharmacist from Chesapeake, Va., who has rooted for Kahne for five years. "He has that clean-cut, young look. But I supported the brand. I like him as a driver, and it doesn't hurt that he has blue eyes, too."

Brand loyalty

Kahne says his association with a more masculine marketing campaign — which has included trips to the Super Bowl and hosting concerts with country star Dierks Bentley — has helped convey a sense of a blue-collar background that belies his Hollywood good looks. Growing up on a farm in Enumclaw, Wash., Kahne drove a tractor and baled hay ("he was always very diligent and focused about doing chores," says his mother, Tammy), and he is a longtime rider of Harley-Davidsons.

"I would say it's definitely built my fan base on the guy side," he says. "People are starting to realize, 'Oh maybe he isn't such a pretty boy. This guy is different than we thought.' I don't look like the guy riding Harleys or hanging at campfires til 4 in the morning, but that's pretty much what I am. I like to have fun hanging with friends and family."

Earnhardt needed no convincing after hanging out with Kahne at the annual Sturgis Motorcycle Rally in South Dakota.

"I don't know if they'll let Kasey back, he was pretty destructive," Earnhardt says with a laugh, adding Kahne has "done great" as his successor. "He's more of a Bud guy than I was at times. That's a side he has yet to let you guys see much. Kasey has an edge but has no interest bringing it to the racetrack."

Though Bud has launched a full-scale push behind Kahne — including a commercial that runs on national TV outside race broadcasts, billboards in more than 30 states and a special 16-ounce nine pack to promote his car number — McHugh says the company "uses Kasey a little differently than Dale."

Earnhardt has credited his mushrooming fame to Budweiser employing a nontraditional approach that "never really stepped out of my comfort zone. I was in my mid-20s, drinking beers, going to bars and hanging with my buddies. Those things we preached were real." In ads (and some Super Bowl commercials that ran on the Super Bowl), the third-generation driver was shown wearing James Dean-style leather jackets and backwards baseball caps without logos.

In his store stand-ups, ads and other promotions, the more understated Kahne often is seen in the Budweiser uniform he wears on Sundays.

"It's almost a kinder, gentler image," says Jade Gurss, a publicist who helped manage Earnhardt's PR for Budweiser from '99-07. "There was clearly a decision to market in a different manner. There was no possibility of recreating the Dale Jr. thing."

Kahne's merchandise has ranked among the top five sellers in NASCAR since his 2004 rookie season, and he was voted into last year's all-star race. He also concedes "we have a lot of support, but we're not Dale Jr."

In research by Joyce Julius and Associates, a firm that evaluates sponsorship exposure on TV, Budweiser ranked eighth in 2008 Sprint Cup telecasts and garnered $77 million in exposure. In 2007, Earnhardt's final season with the No. 8, Bud was third ($99.9 million) behind Lowe's ($123.8 million) and DuPont ($115.6 million), the companies adorning the cars of Jimmie Johnson and Jeff Gordon, who were 1-2 in points.

Last year, Earnhardt's sponsors Amp and National Guard amassed a combined $182 million of TV exposure, second only to the $199.2 million of Lowe's (with three-time champion Johnson).

"There's a real power with Earnhardt Jr. and his abilities for a brand," says Eric Wright, vice president of research at Joyce Julius.

In two years of polling avid NASCAR fans for the Davie-Brown Index, which measures the relevance of athletes and celebrities and their abilities to influence consumer behavior, Earnhardt ranked first in awareness and eight other attribute categories such as appeal, aspiration, trust and endorsement.

Ken Cohn, vice president for the Charlotte-based sponsorship consulting agency Millsport that compiles the DBI, says the research revealed avid fans are at least 20% more passionate about Earnhardt than any other driver.

"I'm not sure it's possible to be as popular," Cohn says. "Kasey's not going to bring Junior Nation right off the bat."

Kahne's numbers, though, are trending upward in the DBI, where he moved into the top 10 in 2008 and improved in appeal, awareness and trend-setting. In surveying the general population, Kahne scored stronger among women 18-34 in appeal, endorsement and aspiration.

"To know him is to like him," Cohn says. "He definitely looks to be captivating the female audience, and if women are making the purchasing decisions, he becomes a very interesting ambassador. It appears he's still building his brand, and Bud will help shape what it becomes."

Image-conscious

Richard Petty, a co-owner of Kahne's Charger, can appreciate the challenge of supplanting someone who's become synonymous with a sponsor. STP began backing the seven-time champion in 1972 and remained on the blue and red car after Petty retired in 1992. For the five men who drove his No. 43 as STP remained the sponsor for the next eight seasons, Petty's advice was "don't try to challenge what already has been done.

"It's hard to overcome somebody else's image," Petty says. "It takes time. Junior wasn't always the Bud man, he had to work into that.Kasey can't overcome Junior in just a few years. Even if Dale Earnhardt Sr. could get in, it's still Dale Jr.'s car for a long time."

John Andretti, who drove NASCAR for Petty from 1998-2003, says trailing an icon can be beneficial because "Richard's fans also became my fans because Richard is a brand, and that becomes part of you. Budweiser is that kind of sponsor where the brand is more powerful than you."

Kahne says he initially felt pressure of replacing Earnhardt because "of how big his name is, but I realized they weren't looking down on me for not having as many fans and saying, 'what's that going to do to our brand?' "

The soft-spoken Kahne says his own brand is "kind of laid-back.

"What Bud asks of me," he says, "is what I already am."


http://www.usatoday.com/sports/motor/nascar/2009-05-12-budweiser-kahne-cover_N.htm

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26 April 2009
6:41 PM

OMG *still trying to breathe*

If you didn't catch today's race at Dega, you missed one helluva race! I'm still trying to breathe and my hands are still shaking! It's not how I wanted it to end but everyone is a OK. The first caution was when Gordon bobbled next to Kenseth and took out a bunch of good cars like Mark Martin, Kasey and Harvick. The other good semi wreck was Shrub spinning himself out for blocking too damn much. Paybacks a bitch, baby!! Anywho, Mikey saved his car from a potential wreck and kept it straight. But the last five laps I was on the edge of the couch and holding my breath. Jr is pushing Newman who is in the lead. Suddenly, Carl and Brad [Jr's driver in the Nationwide series, future driver of the #5 in '10] are moving from the outside together. One lap to go and they are now ahead of Newman and Jr. Now they are pulling away and Jr isn't pushing Newman hard enough and know that Jr is not going to win. Then, Carl tried to block Brad from going on the outside, got spun, flipped over by Newman, knocking out the fence [like Allison did back in the day, same spot] and Brad wins! OMG! Carl is okay after all of that but Brad was like sorry Carl but you tried to block me and hope that you're okay.

Crazy thing about that, I told Dad how crazy that would be if Brad won during the race. Cause he was running up there the whole time and kept his nose clean. Jr finished 2nd and the only Hendrick driver to finish the race.

Oh and another thing, Cody Ross, right fielder for the Marlins, pitched the 9th inning. He didn't give up any runs and kept the ball over the plate! Shockingly, he was better than out bullpen combined!

*edit for pics*

The timeline of Carl's flip













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26 February 2009
12:34 AM

Is anyone here?

Um...yeah...wow. I haven't been on here in years it feels like! Last post was when Obama got elected into office. Yeah crazy stuff happened since he's in the white house now. That one press conference he did at night around 8-9 pm hour about how congress needs to approve the stimulus bill - that was funny as hell. But Dow Jones is down and my 401k looks like shit. At least I'm 23 and can recover. People in there 60s are peed-o'd cause they can't retire cause their 401k took a dump. Anyway off this topic now...

Christmas was cool. I got a Dale Jr drawing/poster by Louis hanging on my wall with my other nascar gear, My new Cannon Power shot SX10IS, [found out they are coming out with a new one that is HD 1080p grrr] some clothes, Hello Kitty button earrings from QVC, and a new Samsung A550 32" 1080p tv. I got the sound to not sound like a tin can. Still have it after the holiday return policy ;)

Um...what else...*thinks*

Yeah, went to the Marlins fan fest with Crystal, her boyfriend, and Keisha. I couldn't believe how all the players remembered her! I don't know the players well since I don't go to much games but I do know what they drive! haha I got a Marlins hat and had some of them sign it. The ones I managed was John Baker, Alfredo Amezaga, Gabby Sanchez, [who looks super cute and I got a pic with him!] Hanley Ramirez [don't know how I got it. right time, right place!] and yeah a few others but can't recognize their chicken scratch! I missed Dan Uggla for the 3rd time now! I was so close but got AMAZING pics.

It was a good time to test the camera from afar [they didn't want us to take pics in the line] and WOW they came out awesome! My camera is the shit, yall!! I should upload pics. Crystal is wanting me to go to opening day vs. Nationals. I told her we should take the day off and do the whole tailgate thing and not rush like last year.

We're planning Daytona this year. I found the Coke seats behind pit road for $305ish. I want those seats plus parking! No reply from Joey yet. Hopefully soon!

Oh and the 500 "Big One". It's both their faults. I'm a fan of Red Bull but BV needs to grow up. Dega 06 sounds familiar. If you don't know what I'm talking, about you live under a rock. EVERYONE talked about it.

Also, MAC has their Hello Kitty line and OMG I <3 it! I got all three nail polishes, lip conditioner in 'popstar', make-up case and a hello kitty tote! AHHH!!! So cute! I wanted the train case and the purse mirror but SOLD OUT! Damn.

Yeah I gotta show you pics off the camera. It's the shiznit yall.

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03 October 2008
8:44 PM

The madness of Dega

If Junior ever had a ruff day, today would be one of them. It all started in first practice when he blew an engine. Then, nine minutes into the second practice, his right rear tire blows up taking the whole back end and part of right side of the car. Luckily, I'm still there but scared shitless haha.

In political news...

A tax break for NASCAR racetracks and other motor-sports facilities is among the "sweeteners" tucked inside a 450-page financial-services bailout bill to make the package more palatable to lawmakers.

The Senate-passed bill includes an array of so-called "tax extenders." One extends for two years a tax policy that had been allowed to expire in December that lets motor-sports facilities be treated the same as amusement parks and other entertainment complexes for tax purposes.

That allowed them to write off their capital investments over a seven-year period. The motor sports industry feared that without a specific legal clarification, motor sports facilities would be required to depreciate their capital over 15 years or longer because of a recent Internal Revenue Service inquiry into the matter. That would make repaved tracks and new concession stands more expensive in the short term.
article


Um... yeah. I thought this was a bailout for banks? I didn't know my money was invested in NASCAR and they were in trouble? Oh wait. My money is invested in Junior. But still, why bail them out? Damn republicans making their "redneck" friends richer. I hope my tax money going to NASCAR gives out free tickets thanking us for our loyal donation.

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04 September 2008
11:21 PM

Where There's Smoke...

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06 July 2008
2:04 AM

Junior finished 8th in daytona

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04 July 2008
8:09 PM

Daytona Weekend #2

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03 July 2008
10:28 PM

Daytona Weekend

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15 June 2008
7:30 PM

Junior won!!!!!

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07 March 2008
11:18 PM

HMS front row

I was sleeping thru qualifying and woke up to lap 40 of the truck race. I went online to find out that Gordo has the pole and Junior starts 2nd! Woot for Junior!

Now on to Edwards controversial "missing oil pan lid".

Carl Edwards won the Vegas race and Junior finished 2nd. After post race inspection, NASCAR noticed that the oil pan lid was missing. They fined Roush and co. $100k, 100 points, and the crew chief off to a six week vacation. Now, everyone is having their .02¢ in, it's time to read what other's think of this.

Roush-Fenway's "vibration harmonics":
The bolt holding the lid in place failed in its purpose as a result of vibration harmonics generated by the car and the race track during the race. The bolt was secure enough to survive 225 miles of practice, perhaps up to 399 of 400 miles of the race and the scrutiny of numerous inspections. article


The Biff thinks:
Greg Biffle: I can assure you one thing. If they took the win away from these guys instead of penalizing them points and money, I'm pretty sure that you would see a lot less penalties and fines and money. They have kind of set the precedent that they don't take the win away, they just fine you whatever points you earned for winning technically, and fining you money. That is a good question why years ago they decided that's the way that they were going to do it. But I certainly think that they could change it and say, "Listen, for 2009, or whatever, some certain infractions can be a fine or penalty that aren't severe, but if its severe enough we are going to take the win away." article


Junior's theories:
“Him [Geoff Smith] saying that it was a mistake and the bolt was failing was ridiculous,” Earnhardt Jr. said of Smith. “It was comical. That was really comical actually. And they should not allow him to make those kind of comments." ... The truth, according to Earnhardt Jr., is that Hendrick Motorsports has tested a car with a loose oil tank reservoir lid in the wind tunnel and it added 19 pounds of rear downforce. Earnhardt Jr. also noted that Edwards’ car had loose window clips after the Las Vegas race, which Earnhardt Jr. said, “that’s not by accident.” article


Toyota's testing facts:
Lee White, GM for Toyota Racing Development, said the manufacturer's testing at wind tunnels in Germany revealed removing the cover on the oil tank (located in a steel box behind the driver's seat) resulted in 170 extra pounds of downforce, the aerodynamic measurement of keeping a car glued to the track. ... White was skeptical of a bolt failure. "I guarantee you the cover bolts didn't fall out, because if they fall, the engine leaks and you can't run," he said. "If you want something to fall off, you fix it so it can." article


There you have it. All the NASCAR funnies in one post.

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24 February 2008
11:01 PM

I hate California

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7:21 PM

Out Early

After the three hour rain delay, they started the race at 6:30 ET with tons of debris resulting in Denny Hamlin hitting the wall. A couple of laps later, teammate Casey Mears spun out taking Junior out, Reed Sorenson and Sam Hornish. Sam Hornish couldn't stop and ran into the back of Casey's car, flipped him over and Sam's car caught on fire. Thank god, they both got out fine.



Junior's right side is torn up to where you can see the roll cage inside the car. When they interviewed him, he was pissed off saying that the track is dirty and water is still seeping from the track[a problem they had all weekend long] and shouldn't have raced today. After some investigating, Casey must of hit a wet spot from the track, spun and the rest is history.

Right now, the race is red flagged. Cars are on pit road and they are cutting the track to get some of the water out.

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20 February 2008
10:41 PM

Jason Taylor on DWTS

Coming back from lunch, I hear on the radio that Jason Taylor will be on Dancing with the Stars this season. I was totally shocked that he will be on that show. I can't imagine him doing ballroom dancing. Wait. I imagined Helio Castroneves doing the same thing and won the whole shebang! I'm not really a fan of the show but I guess I have to watch it again and vote for Jason. He's paired up with Edyta Sliwinska. He should of been paired with Julienne Hough. She was really good with Helio.

In racing news...

I didn't post anything regarding the 500 because Junior didn't win the thing. He finished 9th while Ryan Newman and his Penske car won with Kurt Busch pushing him and finishing 2nd. How he finished 9th was when he "missed" his pit. He was talking to his spotter and Tony Jr. didn't tell Junior, thus having him on old tires. After a couple of caution later, he was up in the thick of things and decided to jump with Shrub who was dominate in a Toyota the whole race. Shrub didn't go up the front, lost momentum and Junior falling behind quickly. He managed to finish 9th. If he did pit and got fresh rubbers, maybe it could of been a different scenario but... oh well. I'll take it. Off to SoCal.

Oops. Forgot to add an article.
How Junior got Pepsi.

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14 February 2008
9:39 PM

2 for 2!

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13 February 2008
7:54 PM

Engine Problems

We can declare that today is national engine problem day. Everyone had some sort of problems. The first was our boy Junior. He went into the garage during first practice to change the entire rear end to help with the car. Then during second practice, he complains that the car is vibrating everywhere but the oil gauges are fine. He comes in and checks everything out. Finds out there is a problem with the lifter that pushes the rods up and down. Everyone is going crazy especially me. I get on the phone with Dad and tell his the horrible news.

I thinking to myself 'Didn't we leave TEI over this mess?! I thought we got away with engine problems. Don't tell me Junior is a jinx.' As SPEED Channel is talking, they are reporting that ALL HMS engines are having the same problem. WHAT?! Earlier, SPEED reported that Toyota was having the same problems with the lifters. So guess what? All of HMS changed engines in their cars and will start in the back for the Gatorade Duals tomorrow.

I won't be home to watch the race since I will be at work. Good luck Junior!!

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10 February 2008
2:20 AM

WOOOHOO JUNIOR WON!!!!!

I got the update from Dad at work since it wasn't on the radio. I'm so freaking happy that he won! He had a great car since the beginning of speedweeks and now all that work paid off and won the Budweiser Shootout!!! When I came home, I watched it and cried at the end. It's the best feeling when your driver wins, especially with Junior in a new car, new sponsor, new team, just new everything. Seeing Rick Hendrick walk up to Junior and congradulated him on the win was great. It's going to be a good year for team #88. Oh and teammates pushed Junior to the finish line. Thanks JJ for that! It just proves TEI that with the crew chief switch a few years back and car switch wasn't the problem. It wasn't the driver. It was TEI overall the problem. blah to TEI. HMS FTW!!!







In other racing news...

I jumped online just to post this and a few pics and saw this
Mears' No. 5 Chevrolet, however, failed the height stick test during post-race inspection. The car was deemed too low in the rear, but NASCAR vice president of communications Jim Hunter said the car might have been damaged and that NASCAR was still evaluating to determine the appropriate action.


WTF! The rear of the car is mandated by NASCAR. Something broke for that to happen. Wait, did I just defend a Hendrick car other than my Junior? Oh shiznit.

Oh and WSVN FOX blows goats. They cut into the race AGAIN to show local news. So I didn't watch Junior's VL speech. I had to watch it on SPEED. I've always boycotted that channel since Martin's Dover win last year when they didn't even air the race!

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08 February 2008
11:37 PM

Man they're wreckin' already

I'm watching final Bud Shootout practice and man they are wreckin' like crazy. The track is so bumpy and the COT cars are bouncing everywhere. They are some close calls in first practice but they cars corrected themselves. The first incident came when the 07 hit 12's corner bumper, spun him out and collected the 48, 24, and 21. Incident two came between Kurt and Tony. Tony was going to go high and Kurt tried to block him but Tony ended up tearing the back bumper off Kurt's car. Kurt got angry at him and slammed his car a couple of times. Tony got pissed and both got called to the hauler. More to come with that.

Junior's car is great for the race tomorrow night. He said is was good off the truck. Haven't heard that in awhile. Should be a good race even though I can't watch -- only hear from the back office.

Also, it's good to see Ken Squire at the track doing some commentary.

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07 February 2008
10:51 PM

Bud Shootout draw

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16 January 2008
11:13 PM

Daytona final practice

Today was the last of the testing at Daytona. It was nothing but drafting and Junior was leading the pack most of the time. Kasey was fastest in the AM draft and Junior in the PM draft.

Overall, Junior was the fastest driver for both week 1 and week 2 testing. Following him is Dave Blaney, Michael Waltrip, Brian Vickers, Dale Jarrett and Tony Stewart - all Toyotas.


In other Junior news...

Hendrick is so known for cheating right? Well,
floridatoday.com noted A set of grooved Goodyear tires in Dale Earnhardt Jr.'s garage created a buzz Tuesday. The tires, which are the same specifications as the race tires teams lease from Goodyear, are set-up tires which teams can use when pushing the car through the garage en route to inspection, thus saving wear on their race tires.

Let's wait and see what everyone has to say about this.

Racingone.com had a mini fan fourm with Junior. One of the things he talked about was his two comercials for Pepsi/ Mountain Dew. It's funny as hell. You can watch the video here.

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15 January 2008
9:55 PM

Daytona practice day 2

Junior topped the AM speed charts and Toyota dominated the top 10. Mickey was 2nd in AM speed. In the afternoon, Junior was 10th in drafting.

Here are some drafting pics of the glorious #88 with the Bud #9



And a nice, hot looking Junior smiling



And, Junior's transcript from today's press conference

NASCAR Teleconference Transcript - Dale Earnhardt Jr.

An Interview With:
DALE EARNHARDT JR.


HERB BRANHAM: Dale, if you can just start off and tell us how your first day and a half and gone testing with your new team.

DALE EARNHARDT JR.: It's been great. We've had great speed in the car. We've had Casey's car from last year and a car that we built this year, and we're real happy with both of them, happy with the guys and their work ethic and their attitude, and it's went great, it really has. We've been pretty happy with the speeds and the things we've seen the car do and how it's reacted to the changes we've been trying, so it's been really fun.

HERB BRANHAM: You have one Daytona 500 victory. This year is the 50th running of the great American race. Talk about what it would mean to win on the 50th anniversary.

DALE EARNHARDT JR.: Yeah, just to get a win here any time, no matter what it is, whether it's a Shootout or 125s at the Daytona 500, it's a great feeling to go to victory lane at Daytona, and I really appreciate it every time it happens to me. It's going to be – you know, it's going to be quite a spectacle with it being the 50th, so it'll be a pretty big deal. Whoever wins it will get a lot of fanfare and whatnot. I think it'll be great for our team, great for our season to start off like that, and I'm sure we want to win as bad as anybody right now.

Hopefully we're preparing well, and I think we are. I think the cars are – I haven't drafted yet, so I can't really comment. I don't really know how it's going to be, but I assume it'll be all right, probably about like it used to be.

If my car drives around the track and handles the same, characteristics are the same as far as how the car goes around the racetrack it feels like to me, but I heard some things from last week's test that I should be aware of and whatnot, so I don't know, might be a little bit more of a handful than we're used to. But the characteristics of the cars – the problems and issues the guys were having last week were sort of the same old problems, just a little worse, so we'll just have to see over the next day and a half.

Q. Can you talk about your frame of mind and the only contract you're worried about now is when Whiskey River is going to be done as opposed to what you faced coming into last year?

DALE EARNHARDT JR.: Yeah, it's been pretty nice to be able to concentrate on the things that are important right now and testing and working and getting to know the guys. It's definitely – there's a little bit less pressure in certain areas and more pressure in other areas. I didn't have to worry about job security when I was over at my other job, but I've got to worry about that now.

I think if I do what I've been doing, I should be fine. But with being the son of the guy who built the place, you can get away with a few more things than most guys could.

You know, I've got a really good owner that makes me feel comfortable, and so that eases a lot of other pressures, talking to him and hearing from him and listening to his thoughts on what we're doing. It takes away some pressure from that side of it.

But I don't know the guys that well, so I'm just nervous in getting to know them and hoping that they like me and like the kind of driver I am and they're happy that they have me as their driver. That's what you want from the guys working on your cars is for them to be glad you're there and that you're the one that's driving it.

So it's kind of neat. It's really fun to be going through this for me, and I'm enjoying those parts, and even the difficult things or the challenging parts are fun because of the atmosphere and because of the attitude that everybody there has. Everybody at Hendrick is really pumped up and giving me a good vote of confidence going into the test and going into the season, so it really makes it exciting to face all the challenges we're going to face.

Q. The TV ratings have gone down the last couple seasons, and at the same time, maybe not coincidentally, you haven't had a lot of success on the track. Now that it looks like you might be getting into top form again and have a chance to win races again, do you think that will bring some fans back in and that maybe your fans are more traditional fans that maybe have been tuning out?

DALE EARNHARDT JR.: I don't know. We should probably have some on-line polls or something to figure that out. Those seem to work pretty good.

I can't tell you whether that's why the television ratings are down. It would be nice to think you had that kind of influence, but at the same time, I don't want to be the downfall or the reason for it. If I can get back into victory lane I know my fans will be excited about that, and if they're not tuning in they'll be turning up personally to see it.

Any time I run a Busch race I know my fans get excited about it and they might buy a ticket to see it on Saturday or they might set up a camper outside the racetrack regardless, whereas if we had been in the field – it's just hard to say. I know those comments were made by Brian and taken out of context a little bit, but he referred to it – them two things happening at the same time maybe did have something to do with each other. But it's not – I don't feel comfortable really taking any credit one way or the other.

Q. You used to be the restrictor plate king, now it seems it's shifted over to Hendrick. Do you think this Daytona 500 is the best chance of your career to capture this second victory?

DALE EARNHARDT JR.: It's hard to say. I haven't drafted with my car yet, but I know it's going to be pretty good, I'm pretty sure. I'll have a great shot. You know, I think I had some pretty good cars down here in the past, and it's hard to say – hard to really rank them as to which was better than the other. We had some pretty good cars.

The Daytona 500 is – that race, so many things happen in that race. It's like a little mini-series. It reminds me a lot of a season in itself because of the – there's so many ups and downs and you still can find yourself with a shot to win, and if you look back at several things that happened to you during the event, you can't imagine that all that would happen in one race. But it does.

It's a special race, and it carries a lot of weight with me and how I feel about the event. I feel very strong about it and very dedicated to it and very dedicated to winning it every time I show up. I think I've got a great shot and I think I know what I need to do to get the job done.

If I have a car that's merely capable, I think I should have a shot to win every time I show up.

Q. I know you've been in Cup obviously a long time and racing at Daytona a long time, but I'm wondering if it has you feeling any more jitters than normal, or you sort of alluded to a little pressure in some new ways. And if so, is it like any kind of feeling you can compare to any big steps or big leaps that you've taken in your life, whether that has to do with late models or Busch?

DALE EARNHARDT JR.: The worst I ever was was trying to qualify for my first race in Charlotte. I was so scared and I wanted to get out of the car but it was too late. I already told them I'd drive it.

We were sitting right there at the – we were like two minutes away from going out to qualify, and I just couldn't – I was so nervous it was painful. It was painful to be that nervous. We ended up qualifying Top 10, and there were other times where I was as nervous or close to that.

Nowadays – I've been doing this for a while, like you said, and I sort of understand what's around the next corner. When we made this decision I knew what to expect and what it would be like coming back to Daytona and what it would be like coming back to – facing the fans, the press and the NASCAR community, and I knew what the expectations would be.

So I guess that sort of prepares you mentally to be able to deal with it one way or another because you've got to focus on driving and trying to do right by your team, and if they see that people's expectations are affecting your ability to make decisions on the racetrack, then you're not a good race car driver.

When I was a rookie and I was scared to go out and qualify for my first race, my fear and my nervousness was affecting my ability to go out there and run good, and somehow or another, we still did okay. But as you get – as things happen to you in life that prioritize everything for you, you know, you go through – you have like some real bad things happen to you and some really, really good things happen to you over the course of seven or eight years and that prioritizes everything in your life.

Right now I'm pretty much set on what I know I need to do. Although this is a high-profile race team and I'm a high-profile driver, I can handle it. With how I've grown up in the sport, I think I'm as prepared as anybody could be for this certain situation.

Q. Certainly there are people that have chased Hendrick here for a little bit. You've been in that role and now are inside the fences there at Hendrick. From your experience and just from what you're seeing now, what do you see that is so different or what's kind of opened your eyes about being at Hendrick that maybe you kind of wondered about when you were chasing them?

DALE EARNHARDT JR.: It's hard to say what I see that's different. They have more stuff as far as if it's a CNC machine or whatever. They have more of everything. They're able to mass-produce more, and they have the ability to cover all the bases easier with the amount of personnel and the talent in each individual. I see that.

Otherwise it's about the same. I mean, I really was proud of where I came from and proud of the team that I had last year, and it's hard for me to really put into words without – I'd rather – I choose really not to discuss it that often because I don't want anyone that I've worked with in the past to get the impression that I am in a much better place and much more happier and I've got better people, because it really just comes down to the tools and how you use them.

Now, Rick has built – Rick's deal is bigger, like I said. He's got more stuff, and he's had a lot of the same employees for a long time. When I first started winning races and running good in the Cup Series, the one thing that I started to understand that I should worry about was loyalty, and I see that they have that there. They have a lot of loyalty and there's a lot of pride in being loyal and being dedicated to that team, and there's a lot of pride in people doing it for Rick. You work with people for years and years and you see where some people are – some people concentrate and focus on how to improve their position and improve their – whether it be their way or their title or whatever. I see a lot of people at Hendrick that sacrifice – sort of the opposite, they sacrifice for the good of the company or for Rick or whatever makes that car go faster.

I know I'm just seeing things for the first time, but that's really the initial thing that popped up to me that I saw. You get to know things more and better and deeper and you start to understand it more, and I'm sure there will be more evident things that I didn't – other tools or people or whatever that I didn't realize I had before or didn't use before or that wasn't around at DEI or whatever.

But it's hard to get real specific. DEI builds race cars just like Hendrick does. They build good race cars. I drove them. We won. We ran up front.

I just think you look at the track record that Hendrick has and they're doing something different and they're doing it better. It's hard to say really where it is other than just how large a program it is. They have 20-some CNC machines cranking stuff out all the time, and DEI has nine. Or they had nine. I don't know how many they have now. That's an instance in maybe 150, 200 instances where that makes a difference when you add all that up. That's how Hendrick is so consistently dominant.

Q. I want to ask you, when you made this move you obviously anticipated your life changing to some degree. Now that you've been through it, what has changed? Is it busier? Are there more sponsors, more responsibilities, less time, and is maybe the greatest change a peace of mind?

DALE EARNHARDT JR.: There is a peace of mind. I think one of the changes, like I said, has been not being the son of the boss anymore, going to somewhere – me and Tony, Jr., both experienced sort of a little bit of a growth or maturity about just going from one door to the other overnight. You know, like I said, I got away – I grew up over the years, but when I first started you could get away with saying things and get being quoted certain ways and be able to get away with it working for my daddy. I wouldn't be able – my job now is to stay out of Rick's office as much as I can.

We have a great relationship, and he seems to – I mean, he's known me for a long time like everybody else here, and I think everybody gets the kind of person I am. And I think he made the choice to hire me as much as I made the choice to go there, and I feel like it's going to work out and be fine. But it's sort of refreshing to not have that safety net, you know?

I've always talked about trying to get credibility and people to respect you and whatnot, and by putting yourself out on a limb here, it's definitely hopefully going to get me some of that, especially if we can perform and get the job done that everybody thinks we should get done, and I think we will.

Peace of mind, I think the peace of mind comes from probably the same thing, just knowing that I'm taking the risk and it took a lot of guts to do it, so I'm pretty proud of being able to just do it, just to do that. I could have popped out or went another direction, but I went in the best direction and I took the risk to put my career and my credibility on the line to work with a company that has won a lot of races. So that should – hopefully if we win some races, it'll all work out.

Q. Fans are IM'ing, what did he wear today, did he get here early, did he get here late, is he smiling, not smiling, but one of the things that hasn't been addressed is Kyle Busch, whether people can compare you and him or if he does better or you do better early on and are you rivals, and can you sort of address that? Is that a story line that we might see? Is that fair?

DALE EARNHARDT JR.: It's up to y'all what y'all write, but I told Rick – when you were talking about what time I got up, I told him I don't like to stay at the hotels right next to the track because these race cars wake me up first thing in the morning. I thought that was funny.

But anyways, getting back to your question, I think that I've got a lot of respect for Kyle's ability, and it's been a little bit of a challenge to not let – for me not to get under his skin and for him not to get under mine, I suppose, to end the season last year, especially after I wrecked him at Kansas.

But I think that we both understand we need to be successful where we're at, where he is and where I am, and that's what our priority should be, and getting to know our teammates and getting to work well and being an asset to the company.

Joe is an amazing man regardless of his involvement in motorsports, but I think Kyle, if he doesn't know that already, he'll understand that and realize how important that is that he does well and represents the company well and is an asset to Gibbs. And for me, too, it's probably the same thing.

Q. A lot of people talked about your relationship with Jeff Gordon and Jimmie Johnson, but not much is talked about in your relationship with Casey Mears, and since you guys are going to be – your cars are going to be built in the same shop, how is your relationship with him and how do you guys interact?

DALE EARNHARDT JR.: Me and Casey, you know, I goof off with him because we've hung out before at the racetrack and we were pretty good buddies. You know, he drove for – he drove with Jimmy who was married to my sister, so we became pretty good friends through that. I've known Jimmy for a longer period of time and I've known Jeff for even longer than that, but I've never really spent time around them away from the racetrack. I know how they are as race car drivers and what their work ethic is, and I think we'll be able to work together and be pretty happy that we're teammates.

But me and Casey will probably do more goofing off and take it – I mean, he takes it pretty serious because he wants to do good. Me and him, we'll spend time together away from the racetrack where I might not do that so much with Jimmy and whatnot.

Q. A lot of people are already making predictions about how you'll do this year. Tony, Jr., said yesterday you'd win at least four. What are your expectations for the year, goals, and what would be a successful first season for you at Hendrick Motorsports?

DALE EARNHARDT JR.: I just like running up front every week. I like going to the racetrack and being in the – being toward the top of the chart, at least on the left side of the page in practices and whatnot.

And in the race I like to run up front. We did that a lot last year, and when I look at – when I take a look at all my seasons, I was better last year at showing up and being there every weekend. We weren't there every weekend, but I had a better car the majority of the season than I had had in seasons past.

That's really all I wanted out of driving race cars. I want to be up front and be toward the front and challenging, and when I show up to the racetrack I want people to expect me to run well, not just at particular tracks everywhere. It was good to go and to do that at some tracks last year that I typically hadn't been able to do that at.

I was hoping that with some of the extra ability that Hendrick has in winning championships and races on a regular basis that that could even improve my finishing. I don't want to sit here and guess how many races we'll win. We'll win some races, and I expect to win soon. I'm a good driver with a good team, and if we don't make mistakes on a Sunday we should have great finishes and win some races.

HERB BRANHAM: Thanks a lot for your time, Dale.



I'm really proud on TRD and all their improvements from last year. When I was at Daytona last year, I yelled at Mikey that my Toyota was faster than his and proved it...but than the rain came and all the Toyota cars that qualified in the top 10 went home. [owner points]

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foxy, foxy
age: 23
gender: Female
location: Fort Lauderdale
car: 07 Scion tC
past car: '98 Oldsmobile Cutlass GLS
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