Bowman seeks own legacy in No. 48
Driver replacing Johnson welcomes his big opportunity
Alex Bowman had little interest in the iracing phenomenon at the start of the pandemic because he is not very good at gaming. But most of NASCAR’S drivers were doing it, so Bowman used it to show some personality.
He spotlighted his dogs, posting pictures of them in his simulator while blaming Finn and Roscoe for iracing mishaps. It got Bowman some attention while NASCAR was on pause and, unbeknownst to him, helped land him a new job.
Bowman on Tuesday was named by Hendrick Motorsports as the replacement for seven-time NASCAR champion Jimmie Johnson in the No. 48 Chevrolet, and the personality he showed while iracing was a selling point for sponsor Ally.
“Frankly, we just thought he was hilarious, and especially when he was posting his dogs in the SIM. He got me with that,“said Andrea Brimmer, chief marketing and public relations officer for Ally. “We loved that and we knew there was something there that really reflected the same quirkiness we’ve got in our personality, and we can bring that out together with Alex.”
Ally, one of only two sponsors that funds a car for the full 38-race Cup Series schedule, was new to NASCAR in 2019 when it replaced Lowe’s as sponsor for Johnson. The No. 48 has had just two sponsors since its 2002 launch and Ally came aboard when both Johnson and the car had wellestablished brands.
With Bowman, a 27year-old Arizona native, the financial services company has a blank slate in developing a marketing plan for its new ambassador.
“It is a next chapter and while we are really proud of what we’ve done with Jimmie and how we’ve come in and taken a fresh approach, Jimmie’s legacy and the background of the 48 and Lowe’s always persisted,” Brimmer said. “This is an awesome opportunity for us to start fresh with Alex and to make it into what he wants out of the car and what he wants out of the team and what he wants his legacy to stand for.”
Bowman has followed two of NASCAR’S biggest superstars while advancing his career. He took over the No. 88 following 15-time most popular driver Dale Earnhardt Jr. and now replaces Johnson.
“The 88 had its pressures to be popular and to be almost somebody that I wasn’t, so I am really looking forward to accepting the pressures of the 48 in that they are to go run up front and win races,” Bowman said. “I don’t care to be the most popular driver. … I just want to win races and championships and succeed.”