TRICON Garage

What TRICON Garage does

TRICON Garage is a private, Mooresville, North Carolina-based professional stock car racing organization that fields five full-time entries in the NASCAR Craftsman Truck Series (NCTS) and serves as Toyota's designated flagship Truck Series partner. The team operates across three buildings totaling approximately 60,000 square feet, with on-site paint and body fabrication, chassis preparation, and vehicle assembly capabilities aligned to Toyota Tundra TRD Pro specifications and NASCAR technical compliance. The organization also functions as a driver development platform within Toyota's broader NASCAR ladder, having accumulated 21 victories, 17 poles, 80 top-five finishes, 139 top-ten finishes, two Regular Season Championships, and three consecutive Championship 4 appearances at Phoenix Raceway since aligning with Toyota.

TRICON generates revenue through three principal streams: corporate sponsorship (primary and associate deals, with custom-quoted, non-public pricing), race winnings and prize money from the NCTS calendar, and direct-to-consumer merchandise sales via shoptricon.com. Sponsorship revenue is anchored by a multi-year Toyota/TRD extension announced in October 2025, supplemented by race-specific and category-specific partners including Dollar Tree, Broadstreet Infamous Whiskey, Gardner White Furniture, Black's Tire, Safelite Foundation, and Call Before You Dig. The team competes in 23+ NASCAR events annually across U.S. circuits, with documented expansion venues including San Diego (Naval Base Coronado), Lime Rock Park, and Rockingham.

Operationally, TRICON is led by partners and team owners David Gilliland and Johnny Gray, with Kevin Ray serving as Partner and General Manager. The active driver roster comprises Kaden Honeycutt (#11), Tanner Gray (#15), and Gio Ruggiero (#17), all retained for the 2026 season, with multi-race additions including Adam Andretti and a one-off for Dario Franchitti at St. Petersburg. The team maintains a documented strategic alliance with Jimmie Johnson and LEGACY MOTOR CLUB, reinforcing integration with Toyota's broader NASCAR ecosystem.

Name

TRICON Garage

Legal name

TRICON Garage

Website

https://tricongarage.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

TRICON Garage is a Mooresville, NC-based NASCAR Craftsman Truck Series team serving as Toyota's flagship Truck Series partner, fielding five full-time entries and generating revenue through corporate sponsorships, race winnings, and merchandise sales.

Ownership category

akta.pro rank

Product category

Motorsports Racing Services

NAICS

Motor Vehicle Body and Trailer Manufacturing (33621)

SIC

Truck & Bus Bodies (3713)

akta.pro primary industry

Truck Body & Upfit Manufacturing (Box/Dump/Service/Refuse) (IMACAGAC)

Keywords

• NASCAR truck racing
• Motorsports team operations
• Race vehicle fabrication
• Driver development programs
• Sponsorship marketing services

Headquarters

HQ city

Mooresville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Sponsorship Revenue: Primary revenue stream from corporate sponsors who pay for truck dec space, driver associations, and race-day marketing exposure. Sponsors include primary brands (Dollar Tree), associate sponsors (Broadstreet Infamous Whiskey, Black's Tire, Gardner White Furniture), and manufacturer backing (Toyota).
2. Race Winnings and Prize Money: Earnings from race victories, stage wins, playoff points, and championship finishes in the NASCAR Craftsman Truck Series. Performance-based income tied to competitive results.
3. Merchandise Sales: Direct-to-consumer merchandise sales through the official team store (shoptricon.com), selling driver apparel, team merchandise, and racing collectibles.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

TRICON Garage operates a professional NASCAR Craftsman Truck Series racing team, fielding five full-time Toyota Tundra TRD Pro truck entries that compete in 23+ annual races across the NASCAR schedule. The organization also delivers race truck paint, body, and fabrication services from its Mooresville, NC facility, and monetizes the racing platform through corporate sponsorships, race winnings, and direct-to-consumer merchandise.

Product overview

TRICON Garage is a professional NASCAR Craftsman Truck Series racing organization that operates as Toyota's flagship Truck Series partner. The company fields five full-time NASCAR Craftsman Truck Series entries and provides driver development services as part of the NASCAR development ladder. Headquartered in Mooresville, North Carolina, the organization operates out of three buildings totaling 60,000 square feet and is involved in racing, fabrication, and transportation industries. The core offering is competitive racing team operations, supplemented by technical services including paint and body work for race vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• NASCAR Craftsman Truck Series Racing Team Operations Professional NASCAR Craftsman Truck Series racing team that fields five full-time Toyota Tundra TRD Pro truck entries across 23+ annual race events. Provides corporate sponsors with race-day brand visibility, driver associations, and Toyota-aligned manufacturer marketing exposure.
• Race Truck Paint and Body Fabrication Services NASCAR race truck paint and body technician services including bondo application, sanding, custom paint work, and repair of racecar components and equipment to team specifications and NASCAR regulations. Performed at the Mooresville, NC facility for in-house race teams.
• TRICON Garage Team Merchandise

Quantifiable outcome

• 21 victories since joining Toyota family
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor, flagship and core.

• Gardner White Furniture / Black's TireminorGTM or Marketing Partner · 1 June 2026Gardner White Furniture, Elite Rewards, and Black's Tire teamed up with TRICON for Michigan International Speedway race sponsorship. Partnership includes primary and associate sponsorship for the No. 11 and other TRICON entries.
• Safelite FoundationminorStrategic or Co-development Partner · 27 April 2026TRICON and Kaden Honeycutt teamed up with the Safelite Foundation to support the foster care community. Partnership combines racing platform with community outreach and social impact initiatives.
• Call Before You DigminorGTM or Marketing Partner · 25 March 2026Call Before You Dig continued partnership with TRICON for Lime Rock Park racing events. Partnership provides marketing visibility through TRICON's racing operations at the Connecticut road course.
• Broadstreet Infamous WhiskeyminorGTM or Marketing Partner · 16 February 2026Georgia-based Broadstreet Infamous Whiskey returned as associate sponsor for the No. 15 Truck Series entry driven by Tanner Gray at Atlanta's EchoPark Speedway. The Greensboro-based bourbon brand has a growing presence across motorsports through TRICON partnership.
• Adam AndrettiminorStrategic or Co-development Partner · 16 February 2026Adam Andretti signed a multi-race deal with TRICON Garage, making his NASCAR Truck Series debut starting at Atlanta as part of a five-race schedule. Andretti brings motorsports experience from other racing disciplines.
• Dollar TreeflagshipGTM or Marketing Partner · 3 February 2026Dollar Tree served as primary sponsor for Dario Franchitti's NASCAR Truck Series return at St. Petersburg street race. The nationally recognized value retailer operates 9,000+ stores across 48 contiguous states and supports motorsports through partnership with LEGACY MOTOR CLUB and TRICON.
• Jimmie Johnson / LEGACY MOTOR CLUBflagshipStrategic or Co-development Partner · 3 February 2026Partnership between TRICON, Jimmie Johnson, and LEGACY MOTOR CLUB enabled Dario Franchitti's NASCAR return. Johnson, seven-time Cup Series champion, facilitated the opportunity through his relationships with Toyota, Dollar Tree, and TRICON's racing infrastructure.
• Toyota / Toyota Racing Development (TRD)coreStrategic or Co-development Partner · 27 October 2025Multi-year contract extension making TRICON the flagship Toyota NASCAR Truck Series operation. Partnership includes driver development, technical support, and manufacturer representation. Since joining Toyota family, team has achieved 21 wins, 17 poles, 80 top-fives, 139 top-10s, and secured two Regular Season Championships with Heim and Honeycutt. Toyota captured 14th Truck Series Manufacturers' Championship with TRICON's support at Martinsville.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Team Penske: Premier multi-series NASCAR team with operations across Cup, Xfinity, and IndyCar. Comparable to TRICON as a top-tier professional motorsports organization; included for context on the broader NASCAR competitive set.
• Hendrick Motorsports: The largest NASCAR Cup Series organization and benchmark team. Comparable to TRICON as a top-tier NASCAR team; included to anchor the broader competitive landscape, though Hendrick operates at far greater scale and primarily in Cup.

Direct peers

• ThorSport Racing: Sandusky, Ohio-based multi-truck NCTS team with deep Toyota ties. Direct competitor for Toyota flagship attention, driver talent, and Truck Series race wins against TRICON.
• Kyle Busch Motorsports (KBM): Long-standing Toyota-supported NCTS powerhouse that has historically been the dominant Truck Series team. Direct peer of TRICON within the Toyota NCTS ecosystem and a direct competitor for Toyota driver development slots.
• LEGACY MOTOR CLUB: Jimmie Johnson-co-owned NASCAR team competing in the Cup Series and with Toyota ties. Directly comparable to TRICON as a Toyota-aligned NASCAR team and explicit partner in the Dario Franchitti St. Petersburg race.
• Spire Motorsports: NASCAR team that fields both Cup and Truck Series entries, including a Toyota NCTS truck. Comparable to TRICON as a multi-series NASCAR team operating in the same Truck Series space.
• McAnally-Hilgemann Racing: Toyota-aligned NCTS team fielding multiple full-time trucks. Directly comparable to TRICON as another Toyota-supported multi-truck Truck Series operation competing for manufacturer points.
• Front Row Motorsports: NASCAR team fielding entries in the Cup and Truck Series, recently expanding with the addition of a Toyota alliance. Comparable to TRICON as a multi-series NASCAR team with growing Toyota ties.
• Rackley WAR: NASCAR Craftsman Truck Series team with multiple entries in recent seasons. Comparable to TRICON as a multi-truck NCTS competitor vying for race wins, stage points, and sponsor dollars.
• Niece Motorsports: Established NCTS multi-truck team that has competed for wins and playoff spots. Directly comparable to TRICON as a similarly sized, similarly resourced Truck Series team.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TRICONGarage
• Facebookfacebook.com/TRICONGarage
• Instagraminstagram.com/tricongarage/?hl=en
• LinkedInlinkedin.com/company/davidgillilandracing

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TRICON Garage