For decades, the roar of engines at Daytona or Talladega has echoed with more than just horsepower. America’s biggest automakers have put pride, tech, and billions of dollars on the line in pursuit of NASCAR glory. Chevrolet has been there since the sport’s earliest days, Ford’s blue oval has graced victory lanes from Petty to Logano, and Toyota muscled its way into the club and is going strong. These manufacturers have shaped the identity of NASCAR as much as its iconic drivers. These three OEMs have been the backbone of the sport, and one of them does not look happy about the current situation unfolding.

President Trump’s latest move on auto tariffs has sparked nationwide debate. Announced on April 3, the new 25% tariffs target automotive imports, sending ripples through the U.S. economy. While the goal is to pressure foreign manufacturers, American companies are now caught in the middle of a brewing financial storm.

NASCAR finds itself caught in the crosshairs of a political showdown, it isn’t a driver, a race, or a team. Rather, it’s one of its biggest financial backers sending shockwaves through the garage. Ford Motor Company, a cornerstone NASCAR sponsor with nearly $40 billion in market clout, isn’t staying quiet.

They issued a memo after President Trump’s new auto tariffs, hinting that if the issue escalates, the effects could ripple from car dealerships to pit road in a heartbeat.

According to a memo obtained by Reuters on Wednesday, Ford warned dealers it might raise prices on new vehicles starting in May. Discounts will run through June 2, but the memo states tariff-related adjustments could hit showrooms by July. It’s a sign of growing tension within America’s largest industries.

“Customers will have a lot of choices, and we have plenty of inventory to choose from through June 2. The tariff situation is dynamic and we continue to evaluate the potential impact of tariff actions,” a Ford spokesperson said. Ford offered significant discounts across its entire vehicle lineup earlier this month, with the program set to run through June 2. However, according to the recent memo, while the discount initiative will continue, pricing on new models manufactured from May onward may be adjusted.

In the memo, Ford Executive Andrew Frick clarified, “In the absence of material changes to the tariff policy as articulated to date, we anticipate the need to make vehicle pricing adjustments in the future, which is expected to happen with May production.”  But this isn’t just about price tags, it’s about power.

If Ford increases its costs, it could ripple into sponsorship budgets and event investments. When one of NASCAR’s top backers feels squeezed, the racing world notices. Well, auto analysts predict U.S. carmakers could face a $108 billion tariff-induced hike this year. Ford, though well-positioned with 80% domestic production, says prolonged tariffs would force adjustments.

Ford is still evaluating the president’s policies, but according to Frick’s memo, the company anticipates that “certain tariffs are likely to remain in place for the foreseeable future.”

Both U.S. and international automakers have moved quickly to ease consumer fears over rising dealership prices by rolling out price guarantees and generous discounts. Although the immediate impact of the tariffs has temporarily boosted sales, American carmakers have quietly cautioned lawmakers that, if the tariffs persist, they’ll have no choice but to implement significant price hikes.

Now that all this is at its peak, it looks like we finally know why the charter deals are getting costlier. “It cost us $18 million a year to put a car on the racetrack, we’ve asked NASCAR to just cover our costs. Nothing more. … And the answer has been repeatedly no. ‘You will get what we give you and you will like it,'” Denny Hamlin said.

As the co-owner of 23XI racing, and as fans, we might be on the same page, questioning the costs. But do you know what’s interesting? It’s highly unlikely that NASCAR’s governing body was not warned by the government or OEMs previously. Provided POTUS has strong ties with sports bodies.

Sports viewership is a priority for POTUS

President Donald Trump has long been known for his connection to sports. He has often appeared at major events and maintains ties to various teams. In 2025, he made a notable appearance at the Daytona 500, where he was seen cheering on drivers and immersing himself in NASCAR culture. This visit marked another chapter in his longstanding relationship with the sport. He is rumored to be paying a visit to the Indy 500 as well.

Trump’s love for college football was also evident when he recently hosted the Ohio State University Buckeyes at the White House. The event was a celebration of their championship victory, showcasing his ongoing support for American sports teams. Trump expressed his admiration for the team due to the challenges they overcame. This includes their losses to the Michigan Wolverines and the Oregon Ducks during the season.“The team up north. But you refused to let the Buckeye Nation down. You got better and better and tougher and tougher as the season went along,” Trump remarked.

Earlier this year, he also hosted the Florida Panthers, making them the first professional sports team to visit Trump at the White House since he regained office. These recent visits were not isolated incidents. Trump has consistently made appearances at major sporting events, from the Super Bowl to the U.S. Open. His interactions with athletes and teams have made it clear that sports hold a significant place in his life, further emphasizing the intersection between politics and athletics.

For now, racing continues uninterrupted. But geopolitical tensions and policy changes could potentially create new challenges. It’ll be interesting to see how Ford’s next steps shape the future of American racing and the auto market alike. We hope for the best!