Vehicle wraps define NASCAR car stars

NASCAR racing boasts 75 million fans worldwide and more Fortune 500 sponsors than any other motor sport. Vehicles with exciting graphics and logos keep fans watching and sponsors recognized for their ongoing support. That’s why Richard Childress Racing (RCR), a group with more than 200 victories and 15 championships in NASCAR events, partnered with Roland DGA Corp., Irvine, Calif., to establish a team graphic studio staffed with specialists in vehicle wraps and five state-of-the-art Roland wide-format digital printers.

The 2014 NASCAR Sprint Cup racing season kicked off in February at Daytona, where RCR re-introduced fans to the iconic No. 3 Chevrolet made famous by the legendary Dale Earnhardt. The all-new vehicle wrap for No. 3 features a new sponsor (Dow), an ongoing sponsor (Cheerios) and a new competitor in the Sprint Cup series, Richard Childress’ grandson, Austin Dillon. The RCR Graphics by Roland crew is working 14-16 hours a day, seven days a week, to produce and install vehicle wraps. “Over the course of a single season, we’ll typically do about 325 full vehicle wraps,” says RCR Graphics manager Nick Woodward. Car graphics were once painted or attached to the vehicle. Vinyl printed wraps weigh less, can easily be replaced between races and produce vibrant shiny colors that keep crowds coming.