This study explores the development of the NASCAR industry in the city of Charlotte and its surrounding region through the second half of the twentieth century. I argue that NASCAR and Charlotte were seeking the same goals in the late twentieth century: greater national prominence and a strong relationship with corporate America. As a result, NASCAR found a technological and cultural home in Charlotte by proving its worth as a desirable and highly profitable industry. I explain how Charlotte Motor Speedway emerged from bankruptcy and became an exemplary venue for NASCAR by solidifying its reputation as the showplace of NASCAR. I also describe the culture of specialization that the Holman-Moody race team fostered in Charlotte. Later generations of Charlotte NASCAR teams would continue to embrace innovative methods for managing a race team. Finally, I discuss Charlotte’s importance as a growing urban center of the Piedmont and NASCAR’s contributions to building Charlotte’s regional identity.