Richard Childress Racing Aims to Reconnect with NASCAR’s Blue-Collar Fanbase

Richard Childress Racing (RCR) has long been one of NASCAR’s most iconic teams, built on grit, hard work, and a no-nonsense attitude. Under the leadership of new team president Mike Verlander, RCR is doubling down on that identity, aiming to re-assert itself as the home team for NASCAR’s core blue-collar fanbase.

Verlander, who took over as team president in 2024, is making it clear that while some teams may focus on sleek branding and flashy marketing, RCR is staying true to its roots.

“Our team—it is what it is. … There are teams with slicker taglines and flashier shoe games, but that’s not who we are,” Verlander said.

RCR’s Legacy of Hard Work

Founded by Richard Childress in 1969, RCR has always embodied the working-class spirit of NASCAR. From Childress’ early days as an independent driver to the team’s legendary partnership with Dale Earnhardt, RCR has been synonymous with toughness and perseverance.

Even in today’s era of high-tech engineering and corporate-backed operations, RCR prides itself on a no-frills, hard-nosed approach to racing. That mentality resonates with the sport’s traditional fanbase—blue-collar, hardworking, and deeply passionate about racing.

Looking to the Future

RCR’s commitment to its roots comes at a pivotal time, as the team seeks to return to championship-contending form. With Kyle Busch and Austin Dillon behind the wheel and an emphasis on reconnecting with fans, RCR is positioning itself as the team for those who appreciate the sport’s raw, unfiltered essence.

Verlander’s leadership marks a renewed focus on what has always made RCR great—determination, authenticity, and a relentless drive to win. While other teams might lean on flashy marketing, RCR is betting that its blue-collar ethos will keep fans in its corner for years to come.