For over a decade, NASCAR has been stuck with a three-manufacturer lineup—Chevrolet, Ford, and Toyota. The departure of Dodge in 2012 left a void that has yet to be filled, despite constant discussions with potential new entrants.
Now, as the sport enters a new era of fierce competition and razor-thin margins, the question looms larger than ever:
Can NASCAR realistically attract a fourth OEM, or is the sport’s unpredictability scaring manufacturers away?
2024’s Tight Competition: A Blessing or a Curse for New OEMs?
Last season, NASCAR delivered one of its most competitive campaigns in history.
- All three manufacturers had cars in the Championship Four
- 18 different race winners from 10 different teams
- The average margin of victory was just 1.3 seconds
- Three of the five closest finishes in NASCAR history happened in 2024
The parity between manufacturers is undeniable—something Ford Performance’s Global Director, Mark Rushbrook, sees as a positive for the sport.
“The closeness with the finishes and the competition amongst the OEMs… I just think it was great for the sport.”
From an outsider’s perspective, this level playing field should be a selling point. Unlike Formula 1, where Red Bull’s dominance has scared away competition, or IndyCar, where teams rely on just Chevrolet and Honda, NASCAR offers an open battlefield where a new manufacturer could be competitive almost immediately.
Sounds perfect, right?
Not exactly.
Why a New Manufacturer Might Be Hesitant
Despite the appeal of a competitive balance, potential new OEMs face significant barriers to entry:
- Huge Investment with No Guaranteed Success
- NASCAR’s strict regulations limit the advantage a new manufacturer could gain through technology or aerodynamics.
- A massive financial commitment is needed before even turning a lap, with no promise of winning quickly.
- Dr. Eric Warren, GM’s Director of Global Motorsports Competition, summed it up perfectly:“Each situation is complicated, obviously, and things come up that you didn’t expect.”
- Existing OEMs Are Fully Committed
- Chevrolet, Ford, and Toyota have deep-rooted partnerships with their teams and are fully embedded in the sport.
- Breaking into NASCAR means convincing teams to switch brands, which is easier said than done.
- NASCAR’s Next Gen car was supposed to make it easier for new OEMs to enter, yet no new manufacturer has committed.
- The Challenge of NASCAR’s Unique Racing Style
- NASCAR’s stock car format is unlike any other major racing series.
- The draft-heavy superspeedway races, tire management on intermediates, and short-track brawls require an entirely different approach than open-wheel or endurance racing.
- Manufacturers like Honda, BMW, or Audi—who thrive in road-course-heavy series—may see NASCAR as too far removed from their engineering strengths.
What’s Next? Will NASCAR Finally Add a Fourth OEM?
The interest is there.
NASCAR has reportedly been in discussions with Dodge, Honda, and even luxury brands like BMW and Porsche.
But until one of them commits, NASCAR remains locked into a three-manufacturer landscape—one that, while competitive, isn’t growing.
If a fourth OEM does step in, they’ll have a golden opportunity to shake up the field. But the question remains: Who’s willing to take that risk?
