In Pixar's Cars, Lightning McQueen is competing to replace The King as Dinoco's potential new sponsor.
The King, whose real name is Strip Weathers, is the reigning Piston Cup champion when the film begins. His calm professionalism contrasts with Lightning's ambitious but selfish attitude.
Dinoco is one of the film's most prominent fictional racing sponsors. Lightning, The King, and Chick Hicks finish tied in points, forcing a final race in California to decide the championship.
The King is voiced by Richard Petty, a real NASCAR champion. The character's design and status deliberately echo Petty's racing legacy, making the Dinoco sponsorship especially meaningful within the film's motorsport setting.