So Far, So Good; Dodge says its return to Winston Cup is right on track.

It was 90 minutes before the Daytona 500 and DaimlerChrysler's racing PR machine was in schmooze overdrive. Little wonder: Chrysler CEO Dieter Zetsche was lurking, eyebrow-deep into his first NASCAR race. Swigging a canned Pepsi and wearing a long-sleeve red shirt, he was in Daytona Beach to check out his besieged company's new best friend. "I used to be a Formula One fan," he said. "Now, though, I am a big NASCAR fan. This is a great day with a great crowd and, so far, great performances by our cars.''

Dodge's grand coming-out party in Daytona Beach was indeed impressive, though the news had to take a back

seat to the Earnhardt tragedy and its aftermath. Bill Elliott and Stacy Compton qualified on the front row, Sterling Marlin won a 125-mile qualifier, all 10 Dodges made the show and three finished in the top-10.

And it didn't stop at Daytona. Nine Intrepid R/Ts qualified at Rockingham and at the most recent Las Vegas race, and from 28 total starts this season, Dodge can claim eight top-10 finishes. It also has the Cup points-leader in Marlin, though his Daytona qualifier remains the company's only victory so far.

Being in contention from the out-set is what the suits in Auburn Hills, Michigan, envisioned when they decided in October 1999 to return to NASCAR after a 16-year absence. Despite its well-documented financial woes-more than $1.8 billion in third- and fourth-quarter losses-and the prospect of laying off some 26,000 people, DaimlerChrysler is gambling big on racing. In so many words, Zetsche acknowledged the company must spend money to make money.

"This is a good marketplace that will help us build brand identity and sell cars," he said, motioning to the packed stands at Daytona. "Maybe not Monday, but certainly in time. It is good for us because it shows what one team and one family can do working together. We need to be aggressive and not passive. We have good products, so now is the time to move ahead. We cannot stand still."

Dodge's return took root in January 1999, when then-DaimlerChrysler president James P. Holden gave the project his blessing, assuming the dealership network would help fund it. When the dealers did, by unanimous votes, we're told, it cleared the way for Dodge division vice president Jim Julow and Lou Patane of Dodge Motorsports to go to work.