USAC President & CEO Kevin Miller Discusses Growth, Innovation, and Youth Development
Kevin Miller, President and CEO of USAC (United States Auto Club), joined EPARTRADE’s 5th Annual Race Industry Week to reflect on the organization’s remarkable 2024 season and share plans for the future. Miller highlighted USAC’s growth across multiple disciplines, technological advancements, and its pivotal role in youth motorsports development.
A Year of Expansion and Success
USAC continued its upward trajectory in 2024, driven by a broad spectrum of racing disciplines including sprint cars, midgets, road racing, rally, and off-road. Notable achievements included the introduction of the Porsche series and the announcement of the Mustang Cup series set to debut in 2025.
“This year, we saw significant growth in car counts, fan engagement, and diversification of our series,” Miller shared. “From our circle track roots to emerging platforms like road racing and rally, 2024 was about expanding opportunities for drivers and fans alike.”
Innovative Use of Technology
A key factor in USAC’s success has been its adoption of cutting-edge technology to improve efficiency and scalability. Miller outlined USAC’s technological evolution, which began with a proprietary timing and scoring system and now includes partnerships with global leaders like Alchemical Systems.
“In 2025, we’re building a remote race control and production hub at our Speedway headquarters,” Miller revealed. “This will allow us to manage races remotely, much like the NHL handles video reviews. It’s about being more efficient and enhancing our services while maintaining high-quality production.”
USAC also demonstrated its technological prowess with cost-effective live broadcasts, including a six-hour Porsche endurance race at Circuit of the Americas using advanced drone and in-car camera setups. “We delivered high-quality coverage on a budget under $10,000,” Miller noted, underscoring USAC’s commitment to innovation.
Youth Development: The Foundation of Future Growth
Miller emphasized the critical role of youth racing in USAC’s strategy, particularly the NASCAR Youth Series featuring quarter midgets. “In 2008, I realized USAC needed to rebuild from the ground up,” he said. “Our youth racing programs now include over 60 tracks, and many drivers from these ranks are making waves in NASCAR, sprint cars, and midget racing.”
USAC is also focused on providing young drivers with valuable tools for self-promotion and marketing. In 2025, the organization plans to launch a “Showcase Series” that highlights clubs and drivers on Flow Racing without the pressure of national points standings.
A Commitment to Sustainability and Growth
While maintaining its grassroots appeal, USAC is exploring new avenues for sustainability. “We’re focusing on making existing events bigger rather than adding more events,” Miller explained. “The goal is to enhance fan experiences, increase payouts, and grow the sport in a balanced way.”
Harnessing the Power of Social Media
Social media remains a vital tool for USAC’s growth, with a focus on measurable impact. Through partnerships with platforms like Meltwater, USAC tracks its digital reach, which includes hundreds of millions of annual impressions. “We’ve seen tremendous value in leveraging social media to engage fans and provide exposure for our sponsors and drivers,” said Miller.
USAC is also helping drivers and clubs amplify their digital presence by offering customizable marketing templates to promote events and build their brands.
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