The 'New' Dale Jr.
2/25/2008There's a "new" Dale Earnhardt Jr. and it's the boldest change of an American favorite since "new" Coke 20 years ago.
(Yes, I know, Junior's now a Pepsi man.)
Reformulating the iconic beverage proved to be a marketing Hindenburg. To be honest, I thought it possible Dale Jr.'s risky retooling could have gone down in flames, too.
Nope.
Despite leaving the company founded by his father to become a teammate to what some of his more passion supporters consider a hated rival, the margin of Dale's popularity over other drivers seemingly has increased. I'm sure Junior wishes he had enjoyed that big an advantage at the end of the Daytona 500.
A look at the grandstands proved it: Red is out and green is in.
As in the color of money.
Earnhardt Jr. isn't just the face of NASCAR. He's the stock car sport's name, personality, image and brand.
Virtually anything he does affects the entire industry. So when Junior did his makeover, the potential consequences were enormous. What if the public - the customers - decided they weren't buying the New Dale?
New Coke was made sweeter, to appeal to what genius executives thought were a younger generation's changing tastes. New Junior is more sophisticated. Perhaps, in part, reflecting a growing maturity and the influence of Rick Hendrick. It shows in Earnhardt's appearance, public persona, and certainly in his revamped and more upscale roster of corporate endorsements.
You could call Old Dale "Bud." A more appropriate greeting for New Junior is "partner."
Curiosity drove me to attend a Junior Nation fan gathering late last year. Not only was the Cup season about to end, so was E's tenure with DEI. Truthfully, I wondered if Jeff Gordon's teammate-in-waiting might get booed. The American consumer has been known to switch loyalties for lesser reasons.
It didn't happen. No one wanted a refund on their No. 8 souvenirs.
The inevitable question was asked. What would Dale Sr. have said?
"I'm sure everyone knows that if he was here, this wouldn't have happened," Junior said of his move to Hendrick.
The roar of approval was louder than a Chevy engine.
No matter what success he achieves for Hendrick Motorsports this year, Earnhardt already has done something remarkable: He's changed without causing people to change their positive feelings for him.
It's as if 88 has just made him twice as popular.
In fact, you might say the New Dale Earnhardt Jr. has fans amped-up.
[ Next column: March 10 ]
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(I.N. Sider is the pen name for an independent motorsports business-person who has a quarter-century of professional experience working in almost every major North American racing series. The writer is not an employee of Valvoline or Ashland Inc. The column is intended to inform, entertain, and stimulate thought on the contemporary motorsports scene. The opinions expressed are those of the author and not necessarily those of Valvoline or Ashland Inc.)
BackAbout I.N. Sider
I.N. Sider is the pen name for an independent motorsports business-person who has a quarter-century of professional experience working in almost every major North American racing series. The writer is not an employee of Valvoline or Ashland Inc. The column is intended to inform, entertain, and stimulate thought on the contemporary motorsports scene. The opinions expressed are those of the author and not necessarily those of Valvoline or Ashland Inc.