Charlotte Motor Speedway Just Opened Gearhead Heaven

Forbes

02-04-2025

(HHP/Jacy Norgaard)
NASCAR tracks don't survive on race weekends alone. While the roar of stock cars brings in packed grandstands and lucrative TV deals, the reality is that modern racetracks have evolved into year-round businesses with a variety of revenue streams—everything from corporate events and driving experiences to concert venues and rental opportunities. But Charlotte Motor Speedway has just unveiled a new venture that puts all the others to shame.
If you are a lifelong gearhead, a lover of speed, or the kind of person who thinks the best sound in the world is a naturally aspirated V12 screaming at 8,000 RPM, then welcome to what might just be your version of heaven: Ten Tenths Motor Club.
Opening this week next to Charlotte Motor Speedway, Ten Tenths isn't just another storage facility for people who have garages bigger than most of our homes. It's an automotive utopia, a playground for those lucky enough to own the kind of cars the rest of us spend our free time drooling over on YouTube. And yet, it's more than just a clubhouse for the rich—it's a shrine to speed, to racing, to the kind of motoring passion that makes you wake up early just to go for a drive with no destination in mind.
The vision for Ten Tenths began over a decade ago when Marcus Smith, CEO of Speedway Motorsports, saw what was happening with exclusive driving clubs around the country. "I thought, man, what a great concept this is," Smith recalls. "I love cars. I'm a big race fan and a big sports car fan, and I just thought there must be some application here for us." He wasn't alone. A quick conversation with his neighbor—who just happens to be Rick Hendrick—sealed the deal. "I said, 'Do you want to do this together?' and he said, 'Yeah, let's do it.' In about half a second."
NASCAR Hall of Famer Rick Hendrick and Marcus Smith, Speedway Motorsports, Inc., President & CEO ... More (Photo by Jared C. Tilton/Getty Images)
Ten Tenths offers something beyond mere car storage. It features a world-class driving circuit designed by former F1 and Le Mans racer Alex Wurz, a bespoke lounge, private wine storage, a cigar lounge, and, of course, access to some of the finest driving experiences money can buy. It's a place where you don't just own a Ferrari—you actually get to drive it the way Enzo intended. Whether you crave the grip of a mid-engined masterpiece slicing through corners or the sheer brute force of a big-block American muscle car thundering down a straightaway, this is a place where horsepower is truly celebrated.
And to kick things off, the club is hosting The Heritage Invitational, a high-octane festival that aims to be America's answer to the legendary Goodwood Festival of Speed. More than 60 of the world's most sought-after collector cars will be on display, including legendary Porsche racers, an array of Lamborghinis, and Rick Hendrick's personal supercar collection. There will also be historic Trans Am racing, a Celebrity Pro-Am race featuring legends like Jeff Gordon and Kyle Petty, and enough motorsport action to make even the most jaded car enthusiast grin like a kid in a candy store.
But this isn't just a static display of automotive excellence—it's a full-throttle experience. Expect to hear the unmistakable wail of a vintage F1 car echoing across the speedway, the guttural roar of classic V8s ripping through gears, and the shriek of modern hypercars proving their worth on the track. The Heritage Invitational isn't just about looking at cars; it's about feeling them, hearing them, and—if you're lucky—riding shotgun in one of the world's most breathtaking machines.
"What's been really fun is that we've been able to build this without having to pre-sell anything," Smith says. "We're just building it. We haven't even opened up membership yet, but we're already fielding a lot of calls." Translation: If you have the means to join, you probably should get in line now.
Ten Tenths Motor Club features a world-class driving circuit designed by former F1 and Le Mans racer ... More Alex Wurz, (HHP/Jacy Norgaard)
Of course, for the rest of us—those whose car collections consist of one or two reasonably fast machines and a pile of dreams—Ten Tenths might seem like an unreachable paradise. But Smith is quick to point out that the facility won't just sit empty between private driving days. "We'll have some of the Ford Performance driving schools on-site, we're already booking manufacturer residencies, and we'll have nights where enthusiasts can come out and drive," he explains.
And that's where the magic of Ten Tenths extends beyond its exclusive membership. It's not just a retreat for those who can afford to fill a warehouse with supercars—it's a hub for automotive culture, a place where passion meets performance, and where car lovers, no matter their budget, can experience the thrill of high-speed driving. Whether you're behind the wheel of a McLaren or a Mustang, there's a place for you here.
So while we may not all be able to afford a garage there, we can still experience a taste of what it's like to drive at full throttle in a place built for people who believe cars should be driven—not just admired. And that, my friends, is worth celebrating.
Ten Tenths isn't just a playground for the ultra-wealthy—it's a financial goldmine for the Speedway, transforming it into a high-end automotive destination that attracts both deep-pocketed members and enthusiasts eager to pay for premium experiences. And in the process, it helps keep Charlotte Motor Speedway's books in the black all year round.