Pfaff Motorsports Partners with Online Automotive Retailer

Pfaff Motorsports and Lithia & Driveway, a North American automotive retailer, have formed a partnership built around the team’s 2022 campaign in the IMSA WeatherTech SportsCar Championship GTD-Pro category, the organizations announced.

LAD’s online platform – – offers consumers across the United States the ability to buy, sell and service their vehicle from home, the company said.

This announcement comes after Pfaff Motorsports won the 2021 WeatherTech Championship GTD title and started its 2022 campaign with a victory at the 24 Hours of Daytona in January. The team has finished on the podium the last six races in IMSA competition and enter the 2022 12 Hours of Sebring as defending winners.

“We’re delighted to welcome Lithia & Driveway to our 2022 program,” said Chris Pfaff, team principal of Pfaff Motorsports and president and CEO of Pfaff Automotive Partners. “As our off-track auto retail colleagues, Lithia & Driveway’s values are very much aligned with ours. They are a passionate group of individuals who value innovation, performance, precision, and speed, and we’re excited to introduce Lithia & Driveway to race fans across the country. We feel that in Pfaff Motorsports they have a partner with a great history and presence that can connect them with their customers and prospects in new and engaging ways.”

As Pfaff Motorsports looks to defend its title at the 12 Hours of Sebring, the Driveway brand will be featured on Pfaff Motorsports’ No. 9 Porsche 911 GT3 R livery, in addition to placement on team gear and equipment throughout the paddock. Throughout the year, LAD customers and business partners will have the opportunity to attend races and go behind-the-scenes with Pfaff Motorsports, and the two organizations will also work together to create in-person activations and engaging digital content for fans, the company said.

“In Pfaff Motorsports, we’ve found the perfect partner to introduce our Driveway brand to passionate and loyal race fans,” said Bryan DeBoer, president and CEO, Lithia & Driveway. “Race fans are intensely engaged with and loyal to the teams they support – and Pfaff has one of the most passionate fan bases in the IMSA paddock. IMSA’s family-friendly environment and the exceptional access that fans have to the teams and drivers will let us build a uniquely engaging platform.”

A.J. Hecht

A.J. Hecht is the managing editor of THE SHOP and host of the In Gear with THE SHOP podcast. Have an idea, a tip, or a question you’d like to see answered? Contact A.J. at

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