NASCAR is no longer the leader in the motorsports market across the United States, as it once used to be. Multiple motorsports series are now rivaling NASCAR for the top spot. We have seen Formula 1 and IndyCar announce ambitious plans for the upcoming season. F1 in particular is growing out to be a good prospect, not just for the fans but for car manufacturers as well.

Ever since the United States Grand Prix returned with COTA, F1 has expanded its presence with three events in a calendar year. And while NASCAR has been able to retain its current OEMs (Chevy, Ford, and Toyota), there are clear indications of their interest in entering the F1 paddock. Ford has already announced its plans to enter F1 in 2026; Toyota is already a technical partner with the Haas F1 team, and GM will become the 11th team on the paddock from the 2026 season.

So you see, there’s a clear indication of how NASCAR’s trusted partners are already invested in a rival series. But will this move see them pull out of NASCAR completely? And what steps is NASCAR taking to retain them and make the sport sustainable?

NASCAR is exploring options such as EVs to retain OEMs

There have been rumors about a fourth OEM joining NASCAR for quite some time. Japanese automaker Honda has been heavily linked with a move to NASCAR. But before the governing body could aid and welcome a new partner, they want to satisfy the current OEMs. After all, NASCAR could take a financial hit with all three of them investing resources in a rival motorsports series.

Will this switch to F1 make any dent in how NASCAR conducts its business? This is what NASCAR COO Steve O’Donnell had to say about it to SBJ. “When you look at the value that NASCAR provides and the racing product we put on track, I’m confident that that will continue to deliver for them.” Perhaps one way to retain these loyal carmakers is through technological advancement, which includes a switch to EV or hybrid car engines.

It has to be noted that NASCAR did debut its prototype EV car during the Chicago street race last year. So, they are working on bringing on this new project with OEM partners behind closed doors. But Steve O’Donnell was tight-lipped when asked about going the EV or hybrid route. “I wouldn’t say it’s definitely on the table but the engines and engine architecture is certainly a big topic for us with our existing (OEMs) and potential (OEMs) coming into the sport and that would mostly revolve around some type of hybrid model.”

He did express his wish to see more of the ABB EV prototype vehicle, especially on the racetrack. “I’d like to see it on track more; I’d like to see it maybe testing some of the boundaries of electrification and stock cars, chasing some speed records, so there’s a lot on the table that we can look at with ABB.” O’Donnell added.

NASCAR isn’t immune to the threats and changing dynamics of the automotive industry. This point was highlighted by RFK Racing co-owner and driver Brad Keselowski while speaking to Kelley Earnhardt on Dirty Mo Media.

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Brad Keselowski explains the threats NASCAR OEMs will face in the future

The automotive market dictates the fate of the NASCAR OEMs, and in recent years there has been a switch of consumers opting for EV vehicles. Elon Musk’s Tesla has been an outright success, and with the growing demand for more electric cars, this could lead to detrimental effects for NASCAR partners. Not only that, the current partners opting to make their presence in rival motorsports series is indeed a huge concern.

“The OEM picture and landscape is a significant threat. NASCAR’s been operating with three OEMs now for probably a decade, decade and a half. I would say it’s a bit of a precarious position to be in. I feel like the sport needs about four, maybe five OEMs to be kind of its max healthy position.” Keselowski shared while speaking to Kelley Earnhardt. The last time NASCAR had more than three OEMs was when Keselowski won his maiden championship for Team Penske in a Dodge car in 2012. After that season, Penske shifted to Ford and Dodge was out of the sport.

Keselowski also added how Elon Musk’s Tesla could change the tides in how carmakers operate, especially with growing demand in Asian markets. “As we’re seeing companies like Tesla take off and take market share, we’re seeing the Asian market really take off, and take market share from the NASCAR OEMs and potentially even move into the United States and take market share.” He added. One of the main reasons for Honda’s interest in NASCAR is its growing presence in the U.S. market. Their sales in the country shot up by 8.8% in 2024, with more than 25% of total sales being attributed to electrified models.

So it’s fair to say that NASCAR is indeed in a precarious position where they will have to figure out a road map that could retain OEMs and attract new partners.