JACKSONVILLE, NC – Landon Huffman has become one of the most prolific drivers in Late Model Stock Car racing as a result of his social media popularity, but this weekend, a new challenge awaits as he makes his first career New River All-American Speedway start in the Solid Rock Carriers CARS Tour.
Huffman, 27, from Claremont, North Carolina, is the son of multi-time Hickory (NC) Motor Speedway and NASCAR Dash Series champion Robert Huffman, and the grandson of J.V. Huffman. In Late Model Stock Car racing, the third-generation driver is carving out his own career – having won a championship at Hickory in 2022 and, most recently, scoring a win in the $30,000-to-win CARS Tour Old North State Nationals at Tri-County Speedway in Hudson, North Carolina.
“I’ve never had the opportunity to go to these big races and have a shot at winning until joining Nelson Motorsports,” Huffman said. “Most of my wins have come locally at Hickory and Tri-County in my own equipment. An opportunity on a stage like that with equipment that good was pretty special. I felt like, and still feel like, I won the Daytona 500.”
This weekend will mark Huffman’s first visit to New River All-American Speedway in Jacksonville, North Carolina. Adding to the challenge, New River All-American Speedway is one of only a handful of tracks on the tour that’s not on any racing simulation platform, so Huffman will be learning a lot.
“I’ve never been there, but I feel like, with the trend we’ve been on here lately, a top-five is kind of our goal every week,” Huffman commented. “We won at Tri-County a couple of weeks back and had a breakthrough moment for us at Nelson Motorsports, and then we had a strong run at Wake County too, so we’ve got some momentum. Anything less than a top-five and I’ll be disappointed.”
While it will be his first time racing at New River, Huffman already knows tire conversation will be the key on the abrasive 4/10-mile track located in North Carolina’s Coastal Plain.
“I’m looking forward to it,” Huffman stated. “I think the CARS Tour, in general, we’ve seen a lot less riding and saving because it’s so hard to pass at the end of these races. But I think we’ll have to ride and save at New River. I think we’ll be good come the end of the race, hopefully.”
With over 25,000 subscribers on YouTube, over 16,000 followers on X (formerly known as Twitter), around 11,200 followers on TikTok, and over 9,300 followers on Facebook, Huffman has become one of the sport’s most popular drivers. Each week, he hosts podcasts and compiles videos of his racing adventures, which gives fans a different perspective.
That popularity, and the rise of video content, has been something Huffman has been able to leverage when it comes to marketing and sponsorship, which is a key component in auto racing – where financial backing is as critical as talent and skill.
“I think it’s proving you can provide value at a regional level to a corporate partner, and the accessibility of the fanbase, whenever you’re able to create worthy content, is unlimited,” Huffman explained. “I’m a proven study that, if you’re able to engage and relate to a fanbase, they will support you. That will directly relate in being able to go after more money and build a marketing program around regional racing.”
Huffman is one of 20 drivers who will compete in Saturday night’s Milam Equipment Rentals Carolina 125 at New River All-American Speedway, which also features racing for Bombers, Champ Karts, and INEX National Qualifier races for Legends and Bandoleros.
Tickets for the Milam Equipment Rentals Carolina 125 are available online through Friday for $25 and at the gate on Saturday. Grandstands open at 4pm and the green flag will wave at 7pm.
New River All-American Speedway is Jacksonville’s Action Attraction featuring racing and other events. For more information about New River All-American Speedway, check out the speedway’s website, like/follow “New River Speedway” on Facebook, follow @newriverswy on Twitter, or follow the track on Instagram.
