Seth Gold drives pace car

Hardcore Pawn’s Seth Gold is official pace car driver


Seth Gold will drive the 2013 Ford Fusion Energi pace car at the 2013 Quicken Loans 400 on June 16.

Gold will lead the field to the green flag for the Quicken Loans 400, which begins at 1 p.m.

MIS President Roger Curtis drove the pace car to American Jewelry and Loan to give to give Gold a sneak peek of the car and walk him through his driving duties. Fans can see more about that visit at

“Being born and raised in Michigan, I’m absolutely thrilled to be driving this Ford at the Quicken Loans 400. Roger and his staff have been great and I cannot wait to see be a part of the great NASCAR tradition at Michigan International Speedway, it’s going be an awesome event!“

Gold, his father Les Gold and sister Ashley Broad are the stars of ‘Hardcore Pawn’, a show about the family-owned pawn business located on Detroit’s Eight Mile Road. The show gives an inside look at the operations of American Jewelry and Loan, a pawn shop that first opened in 1978.

The Quicken Loans 400 is on Father’s Day, so the entire Gold family will be at MIS to celebrate.

 “It was fun meeting the Gold family and we’re pleased they’ll be our guests at MIS for the NASCAR weekend,” Curtis said. “While our businesses aren’t exactly the same, the Golds have a customer-focused and family-first philosophy that resonates with us at MIS. And Seth has a great marketing mind and he understands the power of NASCAR.”

Gold is a 2003 graduate of the University of Michigan and has worked at American Jewelry and Loan since earning his degree. Despite initially pursuing a career in the medical field, he decided to change his focus to the family business. Although respectful of the business his father has perfected over the past 40 years, Gold never hesitates to point out to Les where there's room for improvement.

Seth Gold prides himself on bringing a modern, corporate structure to this family business, which often drives Les crazy. Seth Gold is meticulous and pragmatic, whereas Les Gold is spontaneous and shoots from the hip.

Fans of the show and the speedway will be in for an even bigger treat. One lucky NASCAR fan will be driving home from the Pure Michigan 400 NASCAR Sprint Cup Series race at MIS on Sunday, August 18, in the official pace car. The plug-in hybrid is part of a partnership between four awesome Michigan-based companies: Michigan International Speedway, Quicken Loans, Pure Michigan and Ford.

Visit for your chance to win the MIS pace car. Online entries can be submitted until July 18. One winner will be drawn monthly as a finalist.

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