DETROIT -- Max Siegel, a groundbreaker for African Americans in the motorsports industry, will receive the Pioneer Award at the 15th Annual Urban Wheel Awards, at 7 p.m. on Sunday, Jan. 9 at the MotorCity Casino Hotel in Detroit.
 
As NASCAR'S highest-ranking African-American executive, Siegel oversaw the entire Dale Earnhardt Inc. (DEI) organization, including competition, marketing, sales, sponsorships and distribution for all DEI's properties including motorsports teams, licensing, promotion, business development and the Dale Earnhardt Foundation.

"Siegel embodies all of the attributes of an automotive urban pioneer," said Randi Payton, president and CEO of Decisive Media, organizers of the Urban Wheel Awards. "After successfully taking the reins of a major motorsports conglomerate, he is continuing to blaze a trail by reaching out to include more minorities in the sport."

In 2009, Siegel formed the 909 Group, a marketing firm catering to companies and individuals in the sports and entertainment industries. NASCAR retained the firm to administer the motorsports industry-wide "Drive for Diversity" initiative, aimed at developing and introducing minority and female drivers and crew members to competitive NASCAR opportunities. Seeking to bring more credibility to NASCAR'S diversity program, Siegel developed the competition reality show, Changing Lanes for BET. The show chronicles his search for the next generation of women and minority racing drivers. Siegel's Revolution Racing coaches, mentors and develops drivers so they may one day enjoy the same success as the pioneers of the NASCAR industry.

"Motorsports have long been my passion and it is indeed an honor to receive such an award for something I truly enjoy doing," said Siegel. "I look forward to being a part of the Urban Wheel Awards and using the platform to advance the goal of including more minorities in the industry.

The Urban Wheel Awards bring together celebrities, automotive executives, international media, government representatives and the multi-cultural community to celebrate diversity in the automotive industry. According to R. L. Polk & Co., consumers in the multicultural market purchase one-quarter of new vehicles annually. The Urban Wheel Awards promotes awareness of their inclusion and honors the companies and individuals who have made progress toward embracing this reality.

The day's activities will begin with a multicultural-focused Green Car Show at 10 a.m. to 3 p.m., followed by a celebrity Green Carpet and VIP reception at 5 p.m. The Urban Wheel Awards, which begins at 7 pm, will honor four companies for leadership in environmental and fuel-efficient technologies. Winners of the Urban Car, Urban Truck and Urban Green Vehicle of the Year will also be honored along with the Minority Supplier and Dealer of the Year, Lifetime Achievement and the Urban Pioneer of the Year.