In Pixar’s Cars, Lightning McQueen hopes to replace The King as Dinoco’s sponsored racer.
Dinoco is a fictional petroleum and racing brand in the Cars universe. Its blue logo and status make it the most desirable sponsorship in the Piston Cup competition. Lightning begins the film obsessed with obtaining that opportunity because he believes the Dinoco deal will confirm his importance.
The King, whose real name is Strip Weathers, is Dinoco’s established champion. Lightning’s rivalry with Chick Hicks and his ambition to secure Dinoco’s sponsorship drive much of the opening story. After Lightning learns humility and becomes more connected to the Radiator Springs community, he receives a different choice from Dinoco.
Rather than abandoning the Rust-eze team that supported him, Lightning stays with Rust-eze and accepts Dinoco’s help in another form. This resolution shows that his values have changed. Dinoco remains a recurring brand in later Cars stories.