DEI In Danger Of Losing Key Drivers And Sponsors
Company Must Retain Martin Truex Jr, Army
When Dale Earnhardt, Inc., Chance 2, signed Martin Truex, Jr. in 2004, the future appeared bright and the possibilities endless. They already employed Dale Earnhardt, Jr., NASCAR's most beloved driver, and Truex, Jr. rapidly built a large fan base while dominating the Busch, now Nationwide Series.
In 2006, after winning two successive championships in NASCAR's secondary series, Truex, Jr. made the jump to the NASCAR Sprint Cup series as Dale Earnhardt, Jr.'s teammate. Earnhardt, Jr. easily qualified for the Chase for the Championship, and Truex, Jr. displayed flashes of potential as the season progressed. Moreover, DEI planned to promote their budding Nationwide Series driver, Paul Menard, to the Sprint Cup Series in 2007. It seemed as if the company was good hands as far as drivers were concerned.
Meanwhile, there were several personnel changes. Out went Richie Gilmore and Steve Hmiel, and in came Max Seigel and John Story.
As the 2007 season commenced, DEI owner Teresa Earnhardt made a comment that may have changed DEI forever. She told the Wall Street Journal that her stepson needed to decide if he wanted to be a driver or a public persona. The comment was the beginning of the end for the Dale Earnhardt, Jr. /DEI relationship.
Over the next four months, tension between Earnhardt, Jr. and Teresa was manifest, and NASCAR's favorite son revealed his intentions to depart the company that his father built and join Hendrick Motorsports. The loss of Earnhardt, Jr. bruised the organization, as a large percentage of NASCAR's fan base would no longer buy DEI merchandise. However, Truex, Jr. was emerging as a weekly contender. Unlike Earnhardt Jr, Truex Jr qualified for the 2007 Chase for the Championship. DEI still had a driver of star quality.
In 2008, Truex Jr’s performance has dropped off and he has been right in the center of silly season talk. Some have speculated that he may wind up at Hendrick Motorsports, Richard Childress Racing, Penske Racing, or Tony Stewart’s upstart team. Even though he has yet to formally announce his departure from DEI, it almost seems inevitable. The Bass Pro Shops sponsorship could follow Truex Jr if he does land a ride with Stewart. The simultaneous loss of a driver and a sponsor is demoralizing, especially when it happens two years in a row.
To add to the bleeding, Mark Martin will unlikely return to his part-time status with DEI. Rumors have him driving the 5 car for Hendrick Motorsports. Furthermore, the Army sponsorship is reportedly seeking another team. If DEI is unable to retain the Army sponsorship, that could be the loss of three high-profile drivers, and three high-profile sponsors in two years.
This is not what the late Dale Earnhardt, Sr. had in mind when he and Teresa Earnhardt built this organization. Unless Truex Jr has already made up his mind about leaving, the next month is pivotal for DEI’s future. They must perform or Truex Jr will bolt. They cannot afford to lose a driver of that caliber. Additionally, they must do everything to convince the folks at Army to stay on board. With Cuban driver Aric Almirola driving the 8 car in 2009, the Army may see the potential in a young driver with a Latin background.
If Truex Jr leaves, there are several options. Ryan Newman is a free agent. However, DEI would have to show a dramatic enhancement in their performance because Newman wants an upgrade in performance and DEI is not outperforming Penske Racing. Casey Mears is out of a ride at Hendrick Motorsports and he is a more realistic possibility for DEI. You cannot forget their developmental driver, Jeffrey Earnhardt. He is 19 years old, and DEI is cautiously monitoring his development.
