It's been no secret NASCAR is struggling to attract the younger demographic these days, but Dodge's new association with a Supercross team – and motocross icon – might just help.
Carey Hart Hanging Out At Daytona 500, Joining Dodge Teams
Carey Hart, a legend in the freestyle motocross world, is hanging out with Penske Racing at the Daytona 500 this week. Hart recently signed a three-year deal with Dodge to sponsor his Hart and Huntington Racing Supercross team, the colors of which will adorn Sam Hornish Jr.'s Nationwide Series ride today.
Hart, who is married to singer Pink, said motocross has attracted so many younger fans because of that sport’s strong personalities.
“With motocross, there’s so many different personalities – whether you love ‘em or hate ‘em,” Hart said. “Whether it’s the tattooed guy like me or the clean, straight-laced kid like Travis Pastrana. There’s so many elements of personality to identify with, I think that’s where the connection is.”
Hart said NASCAR can’t just simply decide to go after young, edgy kids by throwing he or Pastrana into a race car. It’s going to be a slow process for the sport to make inroads with the younger crowd.
“Even look at Travis, he’s got so much seat time and all the rally car stuff he’s done, but he’s not going to go out and win races,” Hart said. “That’s the reality of it, and I know he knows that. The whole goal is to work at it and put the time in, just like Ricky Carmichael.
"Ricky Carmichael is one of the winningest riders in the history of motocross, but he's not jumping right in and winning races. The skill it takes to learn this sport, it doesn't happen overnight. There's going to be a transition period."
But Hart added that even without a free-wheeling personality in the car, his affiliation with Dodge could help "bridge the gap a little bit."
"I can't say I'm going to go out and make anybody win races, but the association with my demographic and my life and my race team...to just get that whole influence is how you start it," he said.
Hart goes by @hartluck on Twitter and has more than 181,000 followers – more than every current NASCAR driver except for Danica Patrick and Juan Pablo Montoya. He said his enthusiasm for the Daytona 500 will undoubtedly transfer to his fans.
"At least how loyal my fan base is, if I'm passionate about something, my fans are going to check it out," he said. "I raced the Lucas Off-Road Truck Series. They might even know what it is, but if I'm talking about it, they're at least going to check it out."
Sure enough, Hart has been tweeting about his NASCAR experience on Saturday morning.
"Such a cool experience," he tweeted. "Wish mamma @pink was here. Great fans here."
Would Hart ever want to try NASCAR one day? He said he'd love to race, but realizes it might be a lifestyle change he's not willing to make.
“This isn’t something you just tiptoe into,” he said. “These guys are so committed. These guys eat, sleep and breathe racing, and it’s a lifestyle commitment.”
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