When the engines roar to life at Circuit of the Americas (COTA) on March 1, the grid is going to look a little more “outlaw.” Chili’s® Grill & Bar has officially announced its return to the track, extending its partnership with Spire Motorsports and driver Carson Hocevar through a multi-year deal that kicks off with a striking new aesthetic for the No. 77 Chevrolet ZL1.
Building on the viral success of last year’s western-themed debut, the 2026 campaign leans into a fiercer, “black-and-white” mentality that matches Hocevar’s aggressive driving style.
More Than a Drink, It’s a Rallying Cry
At the heart of the partnership is the Presidente Margarita, affectionately known as the ‘Dente. A menu icon since 1994, the ‘Dente is a powerhouse for the brand; in 2025 alone, Chili’s served nearly 30 million margaritas, cementing its status as the top margarita seller among U.S. restaurant brands.
What started as a premium cocktail—featuring reposado tequila, brandy, and orange liqueur—has transformed into the fan-favorite slogan: “Ride the ‘Dente.”
“We love how fans have taken the campaign and made it a rallying cry for hard racing,” said Tim Forman, Chili’s Director of Media. “This year, we’re updating the design to reflect the intensity Carson brings to the track.”
The “Outlaw” Transformation
The 2026 “Ride the ‘Dente” scheme swaps last year’s brighter tones for a classic, intimidating black, white, and red palette. The design features:
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Heritage Vines: Pepper vines crawl across the chassis, a tribute to the fashion sense of Chili’s founder Larry Lavine.
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The “Outlaw” Suit: Hocevar’s firesuit receives a rugged update, featuring black faux-denim jeans, a Spire bolo tie, and an updated “Texas-sized” Ride the ‘Dente belt buckle.
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A Personal Touch: In a nod to the brand’s backbone, the pepper logos on the car doors are composed of the names of nearly 1,100 general managers from corporate-owned Chili’s locations.
Eyes on the Prize in Austin
Hocevar, known for being one of the most distinctive personalities in the garage, is eager to get the new look on the 3.41-mile road course.
“I don’t think you’ll find another car or campaign in the garage that is as detailed and unique as this one,” Hocevar said. “When we take it to Victory Lane, fans can join us at the nearest Chili’s for some margs and Triple Dippers.”
How to Watch: The “Ride the ‘Dente” No. 77 Chevy will compete in the 95-lap battle at COTA on Sunday, March 1. Coverage begins at 3:30 p.m. ET on FOX.
Whether you’re trackside in Austin or watching from home, the “Ride the ‘Dente” experience is available nationwide at your local Chili’s.
