San Diego-based Qualcomm Technologies, Inc. aims to deliver some serious speed while demonstrating the power of its AI (artificial intelligence) technologies as America’s most popular motorsports series visits the company’s hometown.

In addition to serving as the Official Circuit Partner of the upcoming NASCAR San Diego race weekend, Qualcomm announced a new partnership with NASCAR team Trackhouse Racing for the inaugural Cup Series race at Naval Base Coronado. Former Formula 1 and current FIA World Endurance Championship (WEC) driver Kevin Magnussen will make his NASCAR debut as the driver of the Project 91 Qualcomm Chevrolet, while Qualcomm technology will help the team improve its performance behind the scenes.

As the primary partner for Magnussen and the No. 91 entry, Qualcomm will aid the three-car organization’s on-track performance with its Dragonwing AI on-prem appliance. Trackhouse Racing will get AI-powered insights into real-time data while the car is on the track, enabling faster and more strategic in-race decision-making. The AI technology will analyze and distribute complex data and radio communications to race engineers at both the track and Trackhouse Racing’s shop in North Carolina and will be shared with the team’s other two cars in the San Diego race.

Data plays a big part in today’s auto racing. Engineers and team strategists focus on information transmitted from sensors on board a race car at speed, such as tire pressure, brake temperature, engine temperature, damper performance, and oil pressure. In addition, weather and environmental data, including ambient temperatures and wind direction, are collected by sensors around the track and in the pit lane.

Announced at CES 2025, the appliance is a localized, enterprise-grade hardware and software solution designed to run generative AI LLMs (large language models) and computer vision workloads directly on-site without the need for cloud connectivity. Major elements are the on-premises desktop or wall-mounted hardware solution and Qualcomm’s AI inference suite, a set of software and services for AI inference spanning from near-edge to cloud.

The new offering allows small- and medium-sized businesses, enterprises, and industrial organizations to run custom and off-the-shelf AI applications on their premises. Running AI inference on premises can deliver significant savings in operational costs and overall total cost of ownership, compared to the cost of renting third-party AI infrastructure.

“For a wide variety of AI automation use cases such as in-store assistants, worker coaching, site-specific information, safety compliance, and sales and service enablement at store, dealerships or factory-floors, our AI on-prem appliance solution significantly reduces AI operational costs for enterprise and industrial needs,” said Nakul Duggal, Group General Manager for Automotive, Industrial IoT and Cloud Computing, Qualcomm Technologies, Inc. “Enterprises can now accelerate deployment of generative AI applications leveraging their own models, with privacy, personalization and customization while remaining in full control, with confidence that their data will not leave their premises.”

Trackhouse Racing’s Project 91 is a specialized, part-time NASCAR Cup Series entry program launched by team owner Justin Marks in 2022. Its primary mission is to attract world-class international motorsport stars—such as Formula 1 and IndyCar drivers—to race in NASCAR.

“I’m thrilled to be able to bring back Project 91 again this year, especially at San Diego,” said Marks. “We were waiting for the right opportunity with the right partner and driver to bring this Project 91 entry to fruition. Qualcomm is a worldwide brand, and Kevin Magnussen is a global driver, and both are elements we look for when it comes to running Project 91.”

Previous drivers include Kimi Räikkönen, Shane van Gisbergen, and Hélio Castroneves. Magnussen will join Trackhouse Racing’s full-time Cup drivers van Gisbergen, Ross Chastain, and Connor Zilisch for the 75-lap race.

“Project 91 is about pushing boundaries—bringing world-class drivers, bold ideas, and cutting-edge technology into one of the most competitive arenas in racing,” said Don McGuire, Qualcomm’s EVP and Chief Marketing Officer. “With Kevin Magnussen behind the wheel and Trackhouse leading the charge, we’re excited to showcase how Qualcomm’s AI-powered innovations can help teams unlock real-time insights and elevate performance on race day. From our hometown of San Diego to the global stage, this is a powerful example of how advanced computing and connectivity are transforming the future of motorsports.”

Magnussen, a native of Roskilde, Denmark, made his Formula 1 debut in 2014 with McLaren at the Australian Grand Prix. He finished second, becoming the first Danish driver ever to score an F1 podium finish. In 2017, Magnussen joined the Haas F1 Team, and in 2022 he won the pole position at the São Paulo (Brazil) Grand Prix during a wet qualifying session, capturing the team’s first pole position.

Formula 1 is not the only motorsport on Magnussen’s resume. He has one start in the NTT IndyCar Series at Road America (Elkhart Lake, WI) with Arrow McLaren where he led six laps before being sidelined with mechanical problems. Magnussen currently competes in WEC in the Hyperclass car in addition to select IMSA WeatherTech SportsCar Championship endurance races in the GTP class.

“I’m incredibly excited and honored to have the opportunity to compete in NASCAR,” said Magnussen. “What Justin Marks and Trackhouse have done with Project 91 is unique—to provide drivers from outside of the NASCAR world with a chance to compete at this level. I’m proud to have this opportunity. I’ve already spent time with the team in North Carolina—meeting everyone, doing the seat fit, going through pit stop procedures and all the details that come with preparing for a NASCAR weekend.”

Magnussen and the Trackhouse Racing drivers will take the green flag on June 21 for the 3.4-mi naval-base street course in San Diego, with coverage beginning at 1 p.m. ET on Amazon Prime.