Why Winning Isn't Everything for Kevin Harvick in Final NASCAR Cup Season

• Kevin Harvick says that he’s trying to tell his career story in one season so he can “re-educate half of a fan base” that didn’t exist when he began his career.

• Harvick, who won the 2014 NASCAR Cup championship, is retiring after this season.

• His next career move will be into the broadcast booth in 2024.

For three decades, Kevin Harvick has focused on promoting himself as a NASCAR champion who can consistently be a title contender, but now in his final full-time season he has discovered he needs to rebrand himself.

Currently third in the NASCAR Cup Series standings three races into the season, Harvick finds himself faced with a balancing act.

“We have to keep doing the things that we’re doing so that the competition side stays where it’s at, but also try to tell a story for 30 years,” Harvick said. “It’s somewhat of a transition.”

Harvick says that he’s trying to tell his career story in one season so he can “re-educate half of a fan base” that didn’t exist when he began his career. He wants them to understand him and his background so when he says something as an analyst on Fox Sports’ NASCAR telecasts next year “everybody feels good about what you’re telling them” and it “has some merit behind it.”