In Pixar's Cars, The King represents the fictional sponsor Dinoco. The veteran racer, whose name is Strip Weathers, is a respected Piston Cup champion and serves as one of Lightning McQueen's principal rivals in the film.
Dinoco is depicted with a blue color scheme and a dinosaur logo. The brand is one of the most prominent fictional companies in the Cars universe and becomes especially important because Lightning hopes to replace The King as its sponsored driver. The sponsor's identity helps distinguish The King from Lightning's Rust-eze team and Chick Hicks's competing branding.
The King is modeled partly on the tradition of veteran stock-car champions, while his vehicle design is based on a Plymouth Superbird. Richard Petty, a real stock-car legend, provides the English voice for The King. Dinoco also reappears in later Cars stories, making it one of the franchise's recurring racing brands.