Richard Childress Racing Unveils Latest Wraps Powered by Roland
According to David Hart, director of corporate communication for Richard Childress Racing, the quality of each vehicle wrap is vital to RCR’s overall success. “Sponsorship is the life blood of our organization, and big, bold, colorful graphics are essential for promoting the companies that support us,” said Hart. “Our wraps directly represent and reflect the brands of our sponsors, so everything has to be perfect. With the cost of sponsorship for a NASCAR Sprint Cup series team at $20 million or more, getting the graphics on the car just right, including color-matched logos, is critical.”
For this season, RCR’s graphics professionals worked on redesigns (variations upon existing wraps) for returning sponsors, as well as completely new wraps for two new Nationwide Series sponsors joining the team for 2013—Shore Lodge and White Tail Resort. Additionally, the crew created a special “Honey Nut Cheerios” wrap for the car full-time Nationwide Series driver Austin Dillon will use in his attempt to qualify for his first Daytona 500.
The race car that gets the most attention year after year is Harvick’s No. 29 Budweiser Chevrolet. “That’s our flagship wrap,” said RCR Graphics Manager Nick Woodward. “The fact that Kevin drives that car has a lot to do with it, but the high-quality design and colors of the wrap certainly add to the attraction.”
RCR’s graphics team take advantage of the off-season to design and install wraps for its new and repeat sponsors. They also work diligently during the season to make sure the wraps look good for every race. That isn’t an easy task, considering the wear and tear NASCAR racing puts on these vehicles. “Under normal ‘city street’ conditions, vehicle wraps are durable and long lasting,” said Woodward. “But NASCAR conditions are far from ordinary—it’s a world of scratches, bang-ups and full-on crashes. We completely re-wrap every one of our cars prior to each race, which means we’re installing wraps on an average of seven to nine vehicles per week.”