Racing Skills Reimagined
Hendrick Motorsports’ Workforce Drives Innovation in Cabarrus County
Hendrick Motorsports has long been synonymous with speed, precision, and NASCAR excellence. But in recent years, the Concord-based company has evolved far beyond the racetrack.
A bold pivot into advanced manufacturing — particularly in the defense sector — has not only preserved jobs but created new opportunities, elevated workforce capabilities, and fueled innovation in Cabarrus County.
From the Track to Tactical Vehicles
The turning point came in 2020, when leadership at Hendrick Motorsports began planning for the future as NASCAR shifted to a single-source supplier model. After 30 years of building their own race cars, the company faced the possibility of up to 150 team members losing their roles.
Hendrick Companies President Marshall Carlson recalled briefing Hendrick Motorsports Owner Rick Hendrick in February 2020 about a mitigation plan. “Hendrick asked, ‘Is there anything else we could do with their skills?’” That question became the spark for Hendrick Motorsports’ expansion into contract manufacturing.
Though the company had previously completed small defense projects, a new opportunity emerged when GM Defense was competing for a government contract to produce Infantry Squad Vehicles (ISVs).
GM needed a partner that could perform to the program’s ultra-high requirements. Hendrick Motorsports’ deep expertise in building safe, lightweight, and high-performance racecars made it a natural fit.
Just days before the COVID-19 shutdown, Hendrick Motorsports staff flew to Detroit for a pivotal meeting with GM Defense. By June 2020, they had won the contract — and what began as a stopgap project to preserve jobs had become a thriving new business line.
“The Infantry Squad Vehicle is a perfect example of what we can accomplish for our Soldiers when we focus on their needs and work with great teammates,” said Steve duMont, GM Defense President.
“We are very grateful for the strong partnership we’ve had with Cabarrus County and the state of North Carolina, as well as the talented workforce at Hendrick Motorsports, who apply their experience building championship-winning race cars to assist in the fabrication of key components of the ISV.”
The partnership worked out so well that GM Defense has named Hendrick Motorsports its 2022, 2023, and 2024 Supplier of the Year.
Launching Hendrick Motorsports Technical Solutions
To meet the needs of defense manufacturing, the organization launched Hendrick Motorsports Technical Solutions at the beginning of this year. Starting in the original 34,000 sqft NASCAR chassis shop when the project initiated, demand grew to the point where a new 160,000 sqft facility was required to meet the growth needs for GM Defense and other customers.
One key driver behind Hendrick Motorsports’ success has been its people. The culture of accountability, innovation, and high performance from racing translated well to aerospace and defense. As Carlson noted, “Racing is a high-demand environment. Our teammates are highly skilled, and they like to compete; we want to win for our customers.”
Embracing Operational Excellence
To scale responsibly, the company had to introduce new standards of documentation, process quality, and repeatable excellence. Megan Horn, who joined Hendrick Motorsports in 2014 as its first industrial engineer, proposed the creation of the Department of Operational Excellence in late 2019.
“We had to manage product and process quality in a completely different way,” Horn said. “I was brought in to establish process. For instance, things that were being done in the engine shop could be implemented across the campus.”
Under her leadership, the company obtained ISO certifications and became one of GM’s top-tier suppliers within six months — an extraordinary turnaround given their initial high-risk designation.
Retaining and Growing a Skilled Workforce
Throughout the transition, Hendrick Motorsports focused on retaining existing talent and preparing them for new roles. Many employees were trained in TIG welding, which replaced the MIG and short-weld techniques used in NASCAR chassis construction. According to Miller Electric Manufacturing, the shift to materials like 4130 steel and aluminum required new tools and skills — and Hendrick Motorsports delivered.
“These are AI-proof careers,” noted President of Hendrick Motorsports Technical Solutions Scott Lampe. “They require people. There’s a lot of longevity and pride in this work.”
Today, the Hendrick Motorsports Technical Solutions workforce has grown to 230 employees, many of whom were hired locally. The organization has also worked closely with Rowan-Cabarrus Community College (RCCC) and technical schools like the Universal Technical Institute (UTI) Mooresville (formerly the NASCAR Technical Institute) to build a talent pipeline. Students start part-time in roles like welding that grow into long-term, highly-skilled positions.
Lampe points out that the leadership at Hendrick Motorsports has been in place for at least a decade and that fosters an element of trust with their employees. “So many companies have lost the culture and trust that you will do the right thing by people,” he said.
Investing in People and Culture
A consistent theme throughout the organization’s evolution is a commitment to people. “Our answer is always ‘grow.’ No one ever cut their way to prosperity,” said Carlson. “Rick Hendrick’s leadership philosophy has always been people over profit.”
Even employees who are new to the company notice the difference. From air-conditioned workspaces to clean, bright environments, Hendrick Motorsports Technical Solutions provides conditions that are unusual — and valued — in the world of industrial manufacturing.
Horn described how Hendrick Motorsports invited Advanced Welding Students (AWS) to shadow fabricators for a day. “That half-day experience helped us fill our entry-level pipeline. They could see what a career here could be.”
Community Partnerships and Regional Impact
Hendrick Motorsports has long been a strong community partner, and its latest evolution continues that tradition. The company works closely with local government, the Cabarrus Economic Development Corporation (EDC), and the State of North Carolina, which has provided incentives for growth.
“There’s a level of trust here — with staff, elected officials, and economic leaders — that you don’t always see in other jurisdictions,” said Carlson. “They lean in, they listen, and they get things done.”
The impact goes far beyond the company’s own facilities. The GM Technical Center, GM Defense and GM Performance Power Units have co-located in Concord, bringing hundreds of high-paying jobs to the area. The Concord-Padgett Regional Airport is another draw, offering key logistical advantages.
Driving the Future of Diversified Manufacturing
Hendrick Motorsports’ success offers a blueprint for how race teams can diversify into other sectors, creating jobs and fueling innovation in Cabarrus County and beyond. By blending the urgency and agility of racing with the rigor and structure of serial manufacturing, the organization has created a hybrid model that is both resilient and scalable.
Carlson summed it up best: “Like racing competition, when we tell someone what we’ll do, it becomes a personal commitment, and we aim to win for our customer.”