NASCAR WCUP: Benson to Drive James Dean Car in Brickyard 400

Posted By Terry Callahan
Motorsports Editor, The Auto Channel

July 18, 2001

American film icon James Dean's image will be on Johnny Benson's No. 10 Valvoline Pontiac for the Brickyard 400, Aug. 3-5, at the Indianapolis Motor Speedway. The unique Dean graphic design on Benson's Valvoline NASCAR Winston Cup racer is the centerpiece of several Dean-related promotions, which includes a collectible die-cast model car from Action Performance, and September's "James Dean Run" in Fairmount, Ind.

Benson's Valvoline co-owned and sponsored Pontiac will appear at the Brickyard in striking red, silver and white colors, with classic Dean images on the hood and quarter-panels. Dean, who was born in Marion, Ind., starred in 1950s classic movies "East of Eden," "Rebel Without a Cause," and "Giant." A fan of fast cars, he died -- at age 24 -- in September 1955, and was buried in Fairmount.

Valvoline and its Eagle One brand of premium car care products are sponsors of the 22d annual Dean "Run," scheduled for Sept. 28-30, at Playacres Park in Fairmount. The event features a classic car show, '50s music, sock hop, flame throwing contest and other activities.

Action Performance will offer a limited-edition model of the No. 10 Dean-image NASCAR race car.

TNT, which is joining with NBC to televise the second half of the Winston Cup season, will premier a new film on Dean's legendary life Aug. 5. Actor James Franco, whose credits include the NBC TV series "Freaks and Geeks" and movies "Never Been Kissed" and "Whatever It Takes," plays the title role.

James V. Rocco, Valvoline senior vice president and director of Valvoline's racing programs, cited the Dean promotion as an example of the innovative marketing program Valvoline envisioned when it became co-owner of the No. 10 this season. Valvoline is the first major consumer products company to co-own a Winston Cup team. "Valvoline's landmark move into Winston Cup team ownership included a business plan which would enable us to participate in new opportunities," Rocco explained. "This marketing and promotional effort, which links the Valvoline NASCAR team, Action Performance, and the 'James Dean Run,' is a perfect example of what we had in mind. This type of extensive cross-promotion typically is not available through traditional team sponsorship."

Benson said: "I think the car looks pretty neat and I'm sure it can't hurt that we will be racing in Dean's home state of Indiana. I hope that he can ride with us to victory lane at Indianapolis. I know he had a lot of fans across the country and maybe some of them will root for us now."

Text provided by Michael Knight

Editors Note: To view hundreds of hot racing photos and art, visit The Racing Photo Museum and the Visions of Speed Art Gallery.