Dinoco is the famous race car sponsor in Pixar’s Cars.
Dinoco is represented in the first film by the blue No. 43 racer Strip Weathers, better known as The King. The brand is a major prize in Lightning McQueen’s racing ambitions because winning the Piston Cup can lead to a Dinoco sponsorship.
The Dinoco logo and color scheme are recurring elements throughout Pixar’s Cars universe. The company is a fictional fuel and service-station brand, and its name echoes real-world petroleum branding without representing a real racing sponsor. Rust-eze is another important fictional sponsor, associated with McQueen at the beginning of his career.
The brand also appears elsewhere in Pixar history. A Dinoco sign is visible in Toy Story, where it identifies a gas station. This recurring studio easter egg links Cars to Pixar’s broader visual universe, although the Dinoco role is much more prominent in the Cars films.