NASCAR Rumors: $41B Japanese Giant to Outrun Dodge to Become NASCAR’s 4th Manufacturer Days After New Reports

“To be able to see a new OEM or two with our car owners and bring some interest into the sport, it remains a goal,” NASCAR COO Steve O’Donnell gave us all an insight into his plans back in the State of the Sport press conference at Phoenix Raceway in November 2023. No secret, ever since Dodge’s departure in 2012, NASCAR has been eyeing expansion to grow the sport. At this point, it has become the racing world’s version of The Boy Who Cried Wolf. But now thirteen years of wait might finally end as the stock car racing community might see more than the Chevys, the Toyotas, and the Fords on the asphalt. However, the chase is still on for the top. In the lead so far was Dodge. A name that has showcased legends like Lee Petty, Bill Elliott, and Brad Keselowski in the past. But it took just four days for another automaker to emerge as the heavy favorite. Although this $41B Japanese OEM might be a rookie in NASCAR’s truck series, its prior established connections did not fail to bring the familiarity to the table. But will it be enough to outrun the 75-year-old connection in Dodge?

The rumor mill is again churning out ideas of Honda joining the motorsports space as it plans an exit from IndyCar by 2026. Interestingly, the thought of the two uniting has been alive since the late 2010, then the 2012, and then 2022. In fact, the NASCAR followers now call it “the annual “hype cycle for a new manufacturer that doesn’t materialize” because that is exactly what has been happening. Back in 2010, the Japanese OEM did not want to join NASCAR because well, who did? Then it was their financial implications that kept Honda away from the stock car racing. But the weather finally seems favorable.

With NASCAR’s cost cutting measures in place, Honda might see an entryway open. Moreover, there’s the promise that O’Donnell made previously: “[Automakers] know that at the end of the day, being in NASCAR sells cars. It’s a proven thing and it’s a place OEMs want to be and should be.” Hence, there is no denying why Honda Motorsports Manager Chuck Schifsky also chimed in, “We’re looking for a wholesale change to the engine regulations so that we can eliminate fives and tens of millions of dollars of annual technical costs, because if we don’t, then it’s too much money, and we will go do something else. That something else could be NASCAR, or a further investment in our Formula 1 effort. Or something that isn’t motorsports at all.”

And although these were all conversations from the past, the fire was reignited as Adam Stern shared Marshall Pruett’s words from his podcast last year: “If you’re a Honda fan and you like NASCAR, you’re probably going to be really happy here in the future.” While there was no confirmation of Honda truly wanting the piece of some Truck Series pie, rumors might be turning into realities soon. Ahead of the Daytona 500, there were media reports that NASCAR had received an official entry request for a fourth manufacturer. Fresh waves of rumors suggest that Japanese automobile giant Honda is the front-runner to join the sport.

Days after the Daytona 500, NASCAR insider Spider recently revealed a major twist in the ongoing saga. On his podcast Rubbin is Racing, he stated, “I also heard that despite what Adam Stern is saying about Dodge and RAM potentially joining the truck series, the leader for the new manufacturer to join NASCAR is neither of them, in fact, it’s Honda. That came from again, another reliable source who has given me information in the past. I’m not super confident in that since Adam Stern is saying otherwise but something definitely to watch out for.”

Earlier this week, Stern tweeted Chris Knight of Catchfence’s article writing, “NASCAR has received a formal submission from a manufacturer aiming to join Chevrolet, Ford and Toyota in the [Truck] series next year. According to sources, Dodge is the leading candidate to return to the sport.” Dodge cut itself out of NASCAR when Penske switched to Ford in 2013 but now it not only has targeted the Truck Series but a successful run might also lead to Cup Series re-entry (potentially by 2028) which it left in 2012 after Brad Keselowski’s championship chase.

“I’m skeptical of that (Honda inclusion) just because other trusted beat reporters, i.e., Adam Stern, are reporting otherwise by saying RAM and Dodge could potentially join the Truck Series. However, who’s to say Honda (isn’t?) Steve Phelps said NASCAR could potentially welcome a fourth and fifth manufacturer. We could theoretically get two. More the merrier. I think Honda would be great,” Spider opined on welcoming two OEMs.

If true, this would mark a major shift in the sport’s direction. Notably, Honda is one of the most dominant manufacturers in motorsports. They have built a strong reputation in Formula 1 as their engines powered Red Bull Racing to four consecutive championships with Max Verstappen. Honda has also been a major player in IndyCar. They have won multiple championships, including the 2023 title with Alex Palou at Chip Ganassi Racing. Apart from open-wheel racing, the $41B Japanese Giant has a massive presence in the American automotive market. Honda manufactures nearly two-thirds of its vehicles in the United States, making NASCAR a logical next step. The stock car series has always been an effective marketing tool, and Honda could benefit greatly from expanding into this space.

Additionally, Honda can study Toyota’s successful transition into NASCAR. The Japanese automobile giant has been phenomenal with teams like Joe Gibbs Racing and others. Recently, Chase Briscoe clinched Toyota’s first pole in Daytona just to get penalized by NASCAR for illegal changes in the car. Despite the setback, the car’s speed was visible, and it reflected Toyota’s competitiveness. Notably, Honda’s potential entry could bring in fresh talent, additional sponsorship money, and greater competition.

In attempts to build the sport, NASCAR is also navigating other means. Apart from introducing new OEMs is expansion where we just might see other countries hosting more races. Another new development in NASCAR is the potential use of EVs moving forward. While many are cheering on for motorsports to grow in many ways, noises have mostly been negative for electric versions and a legend of the sport has joined those against the idea.

Dale Earnhardt Jr. warns NASCAR

While many NASCAR fans are excited about the prospect of a fourth manufacturer, Dale Earnhardt Jr. has voiced concerns. The NASCAR Hall of Famer believes that bringing in a new OEM could lead to significant changes that may not sit well with traditional fans. On a recent episode of the Dale Jr. Download podcast, he questioned the motivations behind a new manufacturer’s entry.

“The main concern for me is, what are we willing to do to get them in? Oh man, I’m not going to like any of it. Is it hybrid engines? Is it less horsepower? What is their hesitation? In NASCAR, we’ve had V8 engines and carburetors forever…That’s kind of American. You got to be careful about how you evolve away from that,” Dale Jr. said.

Notably, over the years, NASCAR has gradually reduced horsepower limits, moving from 900 hp in 2014 to just 670 hp in 2022. With manufacturers increasingly focused on hybrid and electric technology, a new OEM could push NASCAR further in that direction. During the 2024 Chicago Street Race, NASCAR unveiled its first hybrid prototype. They also displayed the ABB NASCAR EV at this year’s Daytona 500.

While the move was seen as a step toward modernizing the sport, Earnhardt Jr. believes it could lead to an identity crisis. For now, NASCAR’s search for a fourth manufacturer continues. Whether it’s Honda, Dodge, or another surprise entrant, one thing is certain—big changes could be on the horizon.