BROOKLYN, Mich. — Joe Custer made a relatively short yet powerful promise Saturday when he announced the 2025 Haas Factory Team Xfinity Series lineup.
“We plan on dominating next year.”
That’s certainly a formidable proclamation, but he’ll have a cast of drivers capable enough of doing so.
Custer, who will serve as president of the restructured organization, has tabbed Sheldon Creed and Sam Mayer to drive the team’s two full-time Ford Mustang Dark Horses in 2025. With Cole Custer, Joe’s son, returning to Cup next season with the enterprise, it all but confirms Riley Herbst’s departure from the organization as the Gene Haas-funded company turns the page without Tony Stewart.
Creed, who had been widely speculated to take one of the two seats, will be with his third team in as many seasons. He spent two years with Richard Childress Racing before jumping over to Joe Gibbs Racing in 2024. The California native will pilot the No. 00 next year – currently occupied by Cole Custer.
“There is a lot that goes into a decision like this,” Creed, who scored a record 11th runner-up finish Saturday before recording a series victory. “Obviously, the angle is Cup, so what is Haas Factory tied to? Where is it going? They have an alliance with RFK (Racing) moving forward. And I think for me, it was a multiple-year contract going forward. Where can I grow more in Xfinity? Where can I win races? And Haas Factory seemed to be the place for me.”
“I think it’s going to be probably even more enjoyable being a little smaller, a little less people to answer to. I think it is smaller, but it’s still big relatively … We’re building a team around us, too. I know it’s probably very similar to Stewart-Haas (Racing), just a different name.
Soon after turning 18, Mayer made his Xfinity Series debut with JR Motorsports in 2021. He’s in his third full-time season with the organization, having won six times – all in the last 11 months. He’ll drive the No. 41.
“It’s really important to continue development for me as a race car driver and Haas Factory is providing that for me on and off the racetrack,” Mayer explained. “I think that they’re going to do a really good job setting the table for me to go out there and perform and dominate. Obviously, this year’s not done yet, I have a lot more to prove, but I’m really looking forward to next year to go get checkered flags, get stage wins.
“At the end of the day, go get a championship. I feel like I have a lot to prove. Cup Series racing is something that I really, really, really want to do, and this is a huge step in that direction for myself.”
While the Haas Cup operation downsizes from four cars to just one, not much will change on the Xfinity side, Joe Custer explained. The organization will run with SHR’s assets and operate out of its shop. He wouldn’t confirm crew chiefs for the two drivers but said that he expects most of the team’s 60+ Xfinity employees to return next season.
Of the Cup assets, Front Row Motorsports – where Noah Gragson will drive next year – is a recipient of an SHR charter. Haas will keep one, meaning the destination of the remaining two charters are undetermined.
While Custer has had to work through the personnel and financial aspects of the change, he’s kept the Xfinity Series program a priority.
“The Xfinity program is a jewel for us,” Custer said. “It’s been something that we believe in and that we encourage these guys to reach their goals, and that is to move to Cup but first win races and dominate and sit on poles, which they’re doing as of today.
“We’re going to wear them out. I’m looking forward to it. Our group this year has done a good job of setting the table and these guys are going to take advantage of it and I’m welcoming them and looking forward to a great year.”
And if Haas doesn’t dominate? Custer said he’ll shoulder the blame.
“If we don’t, I’ll be responsible for that because we certainly have the drivers that can get it done,” he said. “I didn’t think I could get this level of driver in our cars this next year, candidly. I thought there’d be a little bit of a concern about stability, so we addressed that, we attacked it with our people, with our infrastructure, with our resources and now with our drivers.
“The future’s bright. We’re batting 1.000 right now for putting our full-time drivers in the Cup. And I truly believe these guys will keep that record intact.”