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 Tuesday, January 30, 2001
No Dodging who NASCAR is watching
By Jack Arute
Special to ABC Sports Online
The gang at Daimler-Chrysler have a penchant for catchy marketing phrases. You may remember their previous buzz phrase -- The New Dodge. Their new millennium one is Dodge-Different. But as the Detroit auto giant prepares for their return to NASCAR's elite Winston Cup circuit, some of their marketing whizzes should consider a new catch phrase.
|  | | Ray Evernham is looking to repeat his success with Dodge. |
Dodge's NASCAR fortunes will be handled by a trio of owners: Petty Enterprises, Bill Davis Racing and Ray Evernham Racing. The Petty affiliation is a no brainer. King Richard was the Dodge leader the last time MOPAR was part of NASCAR's stock car circus. Bill Davis' participation provides Dodge with a Burton and a Blaney as well as valuable input for any future expansion in NASCAR's Busch Grand National Series.
The burden of Dodge's venture rests squarely upon the shoulders of a guy who departed the most potent Cup team more than two years ago to start the countdown to Daytona 2001 for Dodge -- Ray Evernham.
Evernham seemed forever joined at the hip of Jeff Gordon. Their Hendrick Motorsports-DuPont Chevy team was at the top of its game when Ray left in September 1998. In the two seasons before his departure, Hendrick, Evernham and Gordon posted double digit win tallies.
Then Ray left to start the Dodge project. He started with a blank sheet of paper and what many think was a virtually unlimited budget. By the same token, it was Evernham's insider's knowledge that certainly helped Dodge negotiate the hazardous NASCAR waters while developing both their engine and chassis/body packages.
When Evernham departed Hendrick, Gordon was supposed to follow his friend over to the "Land of the Ram", but "Wonder Boy" had a change of heart and Evernham started his journey without Gordon. Over the ensuing 29 months, Evernham has not only succeeded in getting NASCAR approval for the Dodge package, but he has also landed Bill Elliott and "kid star" Casey Atwood.
In the early '80s, Evernham sported a bushy head of bleach blond hair and a burning desire to follow in the footsteps of his hero, Richie Evans. Behind the wheel of an open-wheel modified car, the New Jersey native's racing career started. But a fiery crash left Ray with painful burns, a destroyed racecar, and no visible means of employment.
Instead of wallowing in despair, Evernham hooked up with Jay and Barbara Signore's International Race of Champions outfit, helping to prep the stable of identically prepared Chevys for their annual made-for-TV series. Evernham quickly moved up the IROC ladder to eventually head the 25-man IROC crew, learning critical lessons in organization and preparation.
"Close wasn't good enough for Ray," says Dave Marcis, a long-time IROC test driver from Wausau, Wisc. "With Ray, it was perfect or back to the drawing board."
At the time, IROC was developing the Penske Racing Shock -- now a mainstay on the Cup circuit. It also was where the original seeds of his Dodge affiliation were first sown. When IROC switched to Dodge Daytonas, Evernham was there to ram-rod the transition.
Preseason testing has been positive. The outlook is favorable for the "New Dodge" but the litmus test comes in less than a month, when in front of more than 150,000 rabid stock car fans and millions more watching on TV, Dodge competes in NASCAR's "Great American Race" -- the Daytona 500.
There will be incredible pressure from more than 3000 Dodge dealers who want, no expect, immediate results. Cash-strapped Daimler Chrysler management will be salivating, as well as suffering anxiety, as they wait to see what their multi-billion dollar gamble produces. Anything short of running up front will stall the positive momentum that Dodge's return to NASCAR has thus far enjoyed.
It's an even bet as to whether Dodge will enjoy a moment in the Daytona sun or shadows cast by dark clouds of disappointment. Luck plays a big role in the outcome.
But count on the fact that regardless of which way "the return" turns out, Evernham will find himself at the center of it all. No need to worry. He will not rest on his heels either way the Daytona Debut ends up. Nothing will satisfy him until he and Dodge win every race on the NASCAR Winston Cup schedule.
The goal is unlikely to ever be met, but stands there as the measure by which Evernham measures everything. Maybe the folks at Dodge should consider a new moniker for their stock car return. "Dodge -- The Pursuit of Evernham Perfection"
Jack Arute mans the pits for ABC Sports' auto racing coverage. He will contribute a regular column throughout the 2001 season for ABC Sports Online.
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Ray Evernham praises his new team.