Ray Evernham Enterprises has been retained to consult for the Hendrick Companies, a management company formed in 2005 to oversee strategic initiatives for chairman Rick Hendrick.

Founded in 2008 by Ray Evernham, REE will consult on special projects related to Hendrick's core businesses. In that role, REE's initial focus will be development of the Hendrick Performance retail brand of high-performance parts, vehicles, products and related services.

"Hendrick Performance parts and cars will have a racing pedigree, and Ray is someone who will help ensure that on behalf of our customers and dealers," Hendrick said. "He's assembled a terrific group of people at REE, and I see a lot of opportunities for them to be a valuable resource for our organization on projects like this. I know the kind of high standards Ray sets."

With Hendrick as car owner, Evernham won three Cup Series championships in the 1990s as crew chief for driver Jeff Gordon. He left the Hendrick organization in 1999 to found his own team, Evernham Motorsports, and most recently was a television analyst for ESPN.

"Rick and I have had many conversations over the years about our passion projects, and there's so much crossover with what we enjoy working on," Evernham, 53, said. "We both sense an opportunity to do some unique things, whether it's with performance parts and cars, his dealership business [Hendrick Automotive Group] or other ways to build the Hendrick brand."