In the midst of the 2025 NASCAR season, Kyle Larson has emerged as Hendrick Motorsports’ top-selling driver, overtaking longtime favorite Chase Elliott. This shift marks a major change within the team and the broader NASCAR landscape, highlighting Larson’s growing appeal across diverse fan bases and racing disciplines.
The Factors Behind Larson’s Rising Popularity
Larson’s surge in popularity stems from his broad reach beyond NASCAR, including a notable performance in the Indianapolis 500 and his ambitious effort to compete in the full NASCAR Cup Series season. These achievements have expanded his audience, allowing him to outsell full-time IndyCar veterans and lead all drivers in merchandise sales during the Indy 500 weekend. His influence spans multiple racing platforms, captivating fans with both on-track success and off-track presence.
Intensifying Competition Within Hendrick Motorsports
Adding to the internal competition, William Byron has also made significant strides with consistent track performances and a rising profile among younger fans. This emerging rivalry within Hendrick Motorsports reflects a dynamic shift in driver prominence and challenges the once dominant Elliott-led fan base established after Dale Earnhardt Jr.’s retirement.
Strategic Challenges and Brand Impact for Hendrick Motorsports
Hendrick Motorsports now faces a critical juncture in managing its branding, sponsorships, and driver relationships amid this changing hierarchy. Vice President Gary Davis has acknowledged Larson’s substantial role in expanding the team’s brand visibility in 2025. NASCAR officials confirm Larson’s leading position in mid-season merchandise sales, emphasizing his importance as a commercial and competitive force.
The Ambitious Pursuit of the “Double” and Its Implications
Larson’s attempt to complete the grueling “Double”—racing the Indianapolis 500 and NASCAR’s Coca-Cola 600 on the same day—though unsuccessful this year, illustrated his commitment to pushing limits. Despite the setback, his determination highlights the evolving nature of driver ambitions and the physical and mental endurance demanded by elite NASCAR competitors.
A New Era at Hendrick Motorsports and NASCAR
The 2025 season’s unfolding story signals a transformation within Hendrick Motorsports and the wider NASCAR community, driven by shifts in fan engagement centered on performance and cultural resonance. Larson’s rapid rise as the top-selling NASCAR driver in 2025 suggests he could conclude the season setting new commercial records, redefining success for future stars of the sport.
“Larson has become a force that transcends series.”
—NASCAR licensing executive
