Kelley Earnhardt Miller knows the value of a good ride. Whether it’s a high-speed sprint around a NASCAR track or a multi-day journey with a bus full of eighth graders, transportation has been at the heart of her life’s story.
“Some of my favorite memories aren’t just from racetracks, they’re from the road,” Earnhardt Miller said with a smile, addressing a packed ballroom at the 2025 UMA Motorcoach EXPO. “And honestly, you all in the motorcoach industry are the real champions when it comes to road trips.”
Her keynote address, sponsored by Prevost, highlighted her deep appreciation for the motorcoach industry, drawing connections between the teamwork and dedication required in both racing and passenger transportation.
“I have created a lot of memories in the motorcoach world, obviously on the luxury side with NASCAR,” she said. “But I do have to thank this group for a tremendous ride to Washington, D.C., as the eighth-grade parent chaperone. These are awesome buses, right? The fact that you make it to D.C. and Philadelphia and these places in four days on a school trip like that with eighth graders – you guys are the real heroes.”
Steve Zeigler, Prevost Vice President for North America Bus Shell Division, who introduced Earnhardt Miller to the audience and led the Q&A portion, said Prevost was honored to once again serve as the Presenting Sponsor for the UMA EXPO keynote speaker.
“Kelley’s ‘lead from the heart’ leadership style in her family business delivered a message we believe is particularly relevant for business owners in the motorcoach industry today,” Zeigler said.
Guiding principles
Earnhardt Miller’s keynote wasn’t just about memories; it was filled with leadership insights drawn from her book, “Drive: 9 Lessons to Win in Business and in Life” published in 2020. The book outlines key principles that have guided her career, including authenticity, integrity, and connection.
“One of the first things I feel like to become your best self is just to be real, be authentic, be approachable,” she said. “A lot of times, for me, that’s just being honest. And that’s something that’s hard to come by in our world.”
Leading with heart is one of the central themes of her book, and one she describes as essential in building trust and long-term relationships.
“People value character, and that’s very important to me,” she said. “I’ve found in my own work that it’s really important that you are approachable for people. You create relationships with people that they value and trust.”
While her connection to racing is well known — she is the oldest child of the late Dale Earnhardt Sr. and sister to Dale Earnhardt Jr. — Earnhardt Miller’s appreciation for motorcoaches goes beyond the luxury team haulers NASCAR teams use.
“In NASCAR, those buses are part of the lifestyle,” she said. “But as a mom, I saw the motorcoach industry in a whole new light when I rode along on that school trip. Your work helps connect families, create experiences, and bring communities together. I respect the professionals who do it every day.”
Remembering the struggles
Earnhardt Miller remembers her dad working hard to become a race car driver during her childhood. Her parents divorced when she was 4 years old, and her dad remarried.
“There was a lot of sacrifice for our family at the time. We stayed with a lot of nannies. We didn’t have the kind of nine-to-five parent that would come home for dinner,” she said. “Often, it was just Dale Jr. and I at the dinner table.”
Those experiences created a close bond between the siblings.
Her journey to leading JR Motorsports came from tragedy and determination. Six months after her father’s death in a crash at the Daytona 500 in 2001, Earnhardt Miller and her brother, Dale Jr., decided to go into business together.
“I was a new mom at the time with a 5-year-old,” said Earnhardt Miller, who had built a marketing career in the industry. “I told Dale, ‘We need to be doing this together. There’s no way that you’re going to make it on your own without some help, and there’s no way I can make it on my own without some help.’”
Today, Earnhardt Miller is not only a successful executive but also a mother of three.
“I understand the challenges many of you face in balancing business and family,” she said. “But I believe being authentic, being real, and staying true to your values is the way to succeed in both.”
Relationships build success
Under her leadership, JR Motorsports has become one of NASCAR’s top teams, winning multiple championships in the Xfinity Series. But Earnhardt Miller quickly pointed out that success is never a solo act.
“I tell my team all the time that people are your best asset,” she said. “And that’s something I see reflected in the motorcoach industry. Your drivers, technicians, dispatchers; everyone plays a role. It’s the relationships you build that keep the wheels turning.”
She described how her father built a loyal following by understanding the importance of connecting with people.
“My dad modeled this really well for us as kids, watching him on and off the track in that interaction with his business partners, with fans, his team members,” she said. “He knew people, knew their names, knew families, knew their kids. And I’ve found in my own work that it’s really important that you are approachable for people.”
Right attitude for growth
Earnhardt Miller spoke with pride about JR Motorsports’ recent top-10 finish at the Daytona 500, the team’s first entry into NASCAR’s Cup Series and how that milestone offered new opportunities for growth.
“We’ve been talking for years about whether JR Motorsports would take the step into the Cup Series,” she said. “The Daytona 500 experience gave us confidence. It’s a reminder that sometimes, you have to take the big leap even when the road ahead isn’t entirely clear.”
Her remarks about adaptability and decision-making reflect the bus and motorcoach industry, which is still navigating the effects of the COVID-19 pandemic, economic shifts, and evolving customer expectations.
“Just like in racing, the motorcoach industry has had to pivot,” she said. “The last few years have been challenging, but you kept moving forward. That takes courage and heart.”
Earnhardt Miller closed her keynote by encouraging audience members to make decisions that reflect their values.
“Leading from the heart is what drives success in business, in life, and everywhere in between,” she said. “People don’t care how much you know until they know how much you care. And I can see that the people in this room care deeply about what they do.”
Photos by Jill Kelly of Terrapin Blue. Click here to see more photos from the luncheon.
