Going Cold?: What’s Going on with Cole Custer in 2023?

When Cole Custer left the stage of the NASCAR Cup Series for the Xfinity Series in 2023 to re-establish his career, many thought he would set the world on fire like he did in 2019. The return season however, has not went as expected early on.

 While most of the pieces were seemingly put in place to replicate his 7-win season in 2019, things have not quite come to fruition for Custer and his #00 Stewart-Haas Racing Ford team yet…but what has caused the rough start?

The first piece of the puzzle lies in the fact that Custer’s #00 team is actually a brand-new, second team for SHR’s Xfinity Program, in addition to the #98 currently driven by Riley Herbst. While the team is far from a slouch on track, the fact remains that this is a first year team (despite a heavy veteran team member influence). In the current fast-paced Xfinity Series climate, it is very difficult to gather speed and consistency for a first-year team.

Another large piece is the loss of veteran crew chief Mike Shiplett. Shiplett was a key part of not only Custer’s 7-win season in 2019, but followed him to the Cup Series where the duo also has a win. Shiplett has since moved on to work with Richard Childress Racing, leaving a void in the team.

For 2023, Jonathan Toney was hired to crew chief Custer’s “new” 00 team. While things seemed to start well with a Top 10 at Daytona, the next five races all produced finishes outside of the Top 10 (including a 32nd at COTA). The team may be starting to gain momentum, as Custer goes into Dover on the strength of three straight Top 5’s.

The final piece, lies within the NASCAR and the Xfinity Series itself. As has been well documented this season, there is simply a lack of respect on track. This has started to bleed into the Xfinity Series, which was already a very competitive series. Custer has to adapt to racing around a new group of fast, fairly aggressive drivers. The proof in this lies in the fact Custer has actually completed all but 2 laps this season (1503 out of 1505), led 90 of those laps, and has only a rough average finish of 13th in 9 starts.

Also interesting to note that during 2021 and 2022, Custer has performed exceptionally with lower-tier teams that received some SHR support. In 6 starts with cars fielded by Rick Ware Racing (2021) and SS-Green Light Racing (2022), Custer has 1 win, two Top 5’s, and 4 Top 10’s.

There is certainly still time for Custer and his 00 crew to make an impact in 2023, but the team will have to gain some wins and consistency fairly soon. If there is not an improvement in results, Custer could be looking at 2024 for his first championship.

2022 Results by Track: