February 10, 2003

NASCAR Photography/Sherryl Creekmore

Last fall, a renowned racing portal posted a preview of the new 2003 paint schemes for the three Dale Earnhardt, Inc. (DEI) Winston Cup cars. Dale Earnhardt Jr., Michael Waltrip, and Steve Park’s Chevys appeared to be losing the diagonal stripes that had become the DEI trademark. In their place was a horizontal set of three stripes – slightly rounded on both ends, forming an 'E' to the left of their number and a to the right of the car number.

Fans, up in arms over the change, bombarded racing sites and bulletin boards with opinions. "I could like it," one posted, explaining that the "3" in the back at least means there will be a '3’ – or three '3’s – on the track. Means Dale won’t be forgotten." Others contributed diametrically different points of view. "They can’t mess with the stripes. Dale loved the stripes. What are they doing?" Without context, fans merely reacted to the change.

Not three days later, the racing portal that provided the "preview" removed the link with explanation that the paint schemes were not final.

Months later, just before the NASCAR Winston Cup Awards Ceremony, Teresa Earnhardt announced the Dale Earnhardt Legacy Program. At that time, she unveiled the Legacy Program logo – with an image of Dale, his arms raised high in celebration, with a curved 'E' in the background, its three horizontal stripes highlighted.

NASCAR Photography/Sherryl Creekmore

After the Legacy Program announcement, images of all three DEI cars were finally released to fans and the public. Indeed the stripes had changed, but not in the way fans had seen in September. The #1, #8 and #15 now sport the same three stripes, more horizontal than before, with a rounded capital 'E' on the driver’s side and rounded '3' on the right side of the car. It was nearly an exact mirror of the Legacy Program logo.

In sequentially presenting the Dale Earnhardt Legacy Program, its logo, and the three new DEI paint schemes for 2003, Dale Earnhardt Inc. demonstrated a phenomenal marketing move. Perhaps most importantly, they provided a lesson to others in the sport on how to create impact, gather fan and media support, and influence reaction with change. DEI methodically plotted when to release the information to the public and, as a result, garnered tremendous enthusiasm for the change.

The organization carefully explained the integration between the Legacy Program and the change in three cars’ paint schemes. "As an additional tribute to Dale, the motorsports program at Dale Earnhardt, Inc. has updated the paint schemes and striping patterns of is [sic] three NASCAR Winston Cup cars for the first time since the inception of the racing program in 1997. The new paint scheme will sport a new striping pattern that creates and [sic] 'E’ effect on the sides of the car in honor of the man who founded and led Dale Earnhardt, Inc." Once the stripe change was put in context of the larger initiative honoring Dale, fans immediately embraced the change and eagerly looked forward to seeing the new DEI cars take to the track.

Those stripes – Dale’s stripes – sure did look great under the lights Saturday night.

You can send feedback to L.M. Burke at: Insider Racing News

Free!! Sign Up Now For 2003 Season

click here