Chevrolet has launched a NASCAR driver development programme, aimed at getting young talents into competitive seats on the ladder to the Cup series.
Known as 'Driver's Edge Development', the programme will be run in conjunction with Chevrolet teams JR Motorsports and GMS Racing - covering the NASCAR ladder from Late Models and the K&N Pro series grassroots championships up to the second tier Xfinity series.
Chevrolet's latest attempt at driver development follows Toyota's ongoing commitment to the next generation of NASCAR drivers.
JR Motorsports co-owner Dale Earnhardt Jr said: "We wanted to give these drivers the opportunity to see what building a brand is all about.
"There are a lot of things that are important outside of the racecar when it comes to building a brand, how to use social media to your advantage, being able to carry a conversation with the media.
"I was real fortunate before I started racing in the Xfinity Series in 1998 to go through a programme that helped me a tremendous amount as far as my interviewing skills and carry myself in front of media.
"There are a lot of drivers that come through this sport and we just want to give them the ability and the tools they need outside of the racecar as well."
Chevrolet has announced its first six drivers in the programme, headlined by Xfinity series drivers John Hunter Nemechek and Noah Gragson.
Sheldon Creed, a full-time Truck series driver, is also on the programme alongside 19-year-old part-time Xfinity driver Zane Smith.
The remaining duo Sam Mayer and Adam Lemke, 15 and 16 respectively, will continue to race at a grassroots level.
The six drivers are not under contract to Chevrolet, meaning they can move to a rival manufacturer with ease in the future.
Pat Suhy, Chevrolet's NASCAR group manager, explained the reasons for the programme and admitted the firm's first attempt at something similar 12 years ago was flawed.
"We did that [development] successfully, but we didn't have anywhere to give them a ride basically," he said.
"What this does, it's kind of a stair-step. It provides access to really good equipment from Late Models up to Xfinity.
"We kind of put a wrapper around it and put some of our technical resources to it, like our driver simulator.
"Our marketing and communication side will help with the off-track training aspect of it as well."
Chevrolet's newest programme means all three manufacturers now have a driver development scheme as Ford launched its own in 2017 with Brad Keselowski Racing to help Chase Briscoe's career.
Ford has been unclear on the extent of its programme since, while Toyota has recently been regarded as the leading light in NASCAR driver development.