SBD/August 2, 2012/Marketing and Sponsorship

"Knight" Rider: Dale Jr.'s Batman-Themed Car Leading NASCAR Diecast Sales

A special paint scheme which promoted "The Dark Night Rises"on NASCAR driver Dale Earnhardt Jr.'s No. 88 Sprint Cup Chevy during the June 17 Quicken Loans 400 has been Lionel NASCAR Collectibles' “best-selling diecast since the end of the 2011 season,” according to Bob Pockrass of SPORTING NEWS. The rankings are only for its "Action Racing Collectibles brand and take into account sales from the end of last season through July 10.” The "Dark Knight" paint scheme used at Michigan Int'l Speedway was in place when Earnhardt got his first Sprint Cup victory in 143 races. Diecasts of Dale Earnhart Jr. cars account for four of the top 10 spots, while two versions of the late Dale Earnhardt No. 3 Chevy holds two spots. Lionel also announced a “20th anniversary Action Racing Collectibles diecast car -- the company began selling diecasts 20 years ago as Action Performance -- and also announced that all diecasts produced over the next year will have a 20th-anniversary bottom stamp” (SPORTINGNEWS.com, 7/31).

TOP 10 MOST-POPULAR NASCAR DIECASTS
RK
DRIVER PAINT SCHEME
1
Dale Earnhardt Jr. No. 88 Diet Mountain Dew /
“The Dark Knight Rises” Chevrolet Impala
2
Dale Earnhardt 1989 No. 3 Goodwrench Chevrolet Monte Carlo
3
Tony Stewart No. 14 Office Depot 2011 Championship Chevrolet Impala
4
Dale Earnhardt 1989 No. 3 Goodwrench Chevrolet Lumina
5
Matt Kenseth No. 17 Best Buy Ford Fusion
6
Dale Earnhardt Jr. No. 88 AMP Energy Chevrolet Impala
7
Richard Petty 1986 No. 6 STP Chevrolet Monte Carlo
8
Mark Martin No. 55 Aaron’s Toyota Camry
9
Dale Earnhardt Jr. No. 88 National Guard/NASCAR Unites Chevrolet Impala
10
Dale Earnhardt Jr. No. 88 AMP Energy/7-Eleven Chevrolet Impala

 

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