In Pixar’s Cars, Dinoco is the racing sponsor painted on The King’s car.
The King is a veteran Piston Cup racer, modeled visually on the Plymouth Superbird and voiced by Richard Petty. His blue car carries the Dinoco branding, including the sponsor’s distinctive turquoise color and dinosaur logo. Dinoco is one of the most recognizable fictional companies in the Cars universe.
Rust-eze sponsors Lightning McQueen at the start of the first film, so the two brands can be confused. Dinoco becomes especially important because McQueen hopes to replace The King as its sponsored champion. After the final race, McQueen chooses to remain with Rust-eze rather than abandon the team that supported him.
Dinoco also appears in other Pixar contexts, including Toy Story, where it is associated with a gas station. In Cars, however, the brand’s most prominent racing association is The King and his long Piston Cup career.