Race Weekend Central

Fire on Fridays: If You’re Complaining About Kevin Harvick’s Millennial Car, I Feel Sorry for You

In case you live under a rock, Kevin Harvick and Busch Beer unveiled their “Millennial Car” that the 2014 champion will run in this weekends All-Star Race at Charlotte Motor Speedway.

And it was glorious.

Check out Harvick’s candid reaction when he saw the car for the first time.


love the fact that he clearly hates this whole concept, but he’s embracing it. And why wouldn’t he? His multi-billion dollar sponsor literally put “AF” on their logo (if you don’t know what it means, look it up). Talk about being politically correct… I think not.

Heck, this entire concept came from a single tweet ahead of the Championship 4 last season, when Busch hopped on the “#OldGuysRule” train Harvick started earlier in the season.

Selfishly, I really wanted them to run that actual paint scheme. But I ain’t going to complain about a pink race car that has endless memes on it like “Skrrt Skrrt” on the side skirts, “Turnt Left,” the ? and ? emojis, endless ?, avocado toast (??) — and my personal favorite — a big ‘ole “YEET.”

People: I don’t even know what the heck “YEET” means, but I say it E.V.E.R.Y.D.A.Y. Do I know why? Nope. Am I going to stop? Nope.

I know what you’re thinking. “Man, who the hell is this damn millennial kid spewing all this garbage? What the hell does he know? Race cars ain’t meant to look like a batch of cupcakes baked by a middle schooler.”

I’ve seen countless complaints and confusion about this. From not knowing what certain terms mean, to being upset about the sport, brand and/or driver being made a mockery of or even pondering that the sport has gone to a point of no return.

I honestly can’t help but laugh and feel sorry for you people.

Do you ever laugh? Smile? Have a little fun in your life every now and then?

About 99 percent of the feedback from this marketing campaign has been overwhelmingly positive, with that one percent, admittedly, in a small minority. I’m no marketing guru. Heck, I took one online marketing class my senior year of college and didn’t get any of it (shoutout to Forrest Carter for being one of the worst professors at Michigan State University, keep on keepin’ on). But I know this is good marketing.

This works.

I’d be willing to bet a sum of money I don’t have that Busch’s sales will increase when people around the country turn their televisions on Saturday night and see this pink car running in a NASCAR race that features the best of the best. I’d be willing to bet the sales of this diecast will be in the top 10 when Lionel releases their list at season’s end (someone @ me if I’m wrong, please).

Here’s the bottom line, folks. This is funny. Whether you like it or not, I guarantee you at least cracked a smirk at first glance. It’s off-the-cuff, it’s original, it’s never been done before. And it’s only for one race.

But while it’s here, I’m going to pre-order my diecast, kick back, enjoy a nice piece of avocado toast while I sip on an ice cold, crisp BUSCHHHHHHHHH.

… maybe not, but you can bet I’m going to enjoy seeing that car on track.

About the author

Davey is in his fifth season with Frontstretch and currently serves as a multimedia editor and reporter. He authors the "NASCAR Mailbox" column, spearheads the site's video content and hosts the Frontstretch Podcast weekly. He's covered the K&N Pro Series and ARCA extensively for NASCAR.com and currently serves as an associate producer for SiriusXM NASCAR Radio and production assistant for NBC Sports Washington. Follow him on Twitter @DaveyCenter.

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Did Stewart Haas sell out to Clyde Torkel?

“The Fastest Millennial in the South!”

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