Racer. Champion. Entrepreneur. Mentor. Visionary.

There are accomplished racing drivers, and then there are individuals whose careers become part of the culture of motorsports itself.

Boris Said is one of those rare figures.

For more than four decades, Boris has built a career defined not simply by victories and championships, but by extraordinary versatility. From NASCAR and Trans-Am to IMSA and international endurance racing, he has competed against—and beaten—some of the world’s finest drivers on some of the world’s most demanding circuits.

Yet the accomplishments tell only part of the story.

At 6-foot-2, with his unmistakable presence, trademark personality and fiercely competitive nature, Boris became one of the most recognizable personalities in American road racing. NASCAR itself once described him as a “bona fide hero” and “one of America’s most successful road racers.”

His remarkable connection with racing fans created something almost unheard of for a road-racing specialist: his own passionate following.

They became known simply as the “Said Heads.”

Wearing oversized curly-haired wigs in tribute to Boris’s trademark hair, Said Heads filled sections of grandstands—particularly at Watkins Glen—and became part of NASCAR culture. When Boris announced what was expected to be his final NASCAR Cup start at Watkins Glen in 2017, NASCAR described him as one of the sport’s “most beloved competitors.”

That loyalty was earned not only through success, but through something harder to manufacture: authenticity.

Boris has always been unmistakably Boris.

A CAREER DEFINED BY VERSATILITY

Few American drivers of his generation can match the breadth of Boris Said’s racing résumé.

He is a three-time SCCA National Champion, a Trans-Am Series Champion, and a Rolex Sports Car Series GT Champion, with victories across some of the most important endurance races and road courses in motorsports.

His career includes class victories at the Rolex 24 at Daytona, success at the 12 Hours of Sebring, the Six Hours of Watkins Glen, Petit Le Mans, and countless races throughout North America and abroad.

But one achievement stands apart even within that extraordinary résumé.

THE NÜRBURGRING

In 2005, Boris joined BMW Motorsport teammates Pedro Lamy, Duncan Huisman and Andy Priaulx aboard the legendary factory BMW M3 GTR for one of the most demanding automobile races on Earth: the 24 Hours of Nürburgring.

The Nürburgring Nordschleife is unlike virtually any modern racing circuit—a relentless combination of elevation changes, blind corners, changing surfaces and unpredictable weather stretching more than 25 kilometers through Germany’s Eifel mountains.

Twenty-four hours later, their BMW had completed 139 laps.

And won.

The victory placed Boris among an extraordinarily select group of American drivers to conquer one of international motorsport’s most formidable endurance events and added his name permanently to BMW Motorsport history.

BMW finished first and second overall that year, a defining chapter in the history of the BMW M3 GTR.

For Boris, it represented something larger: proof that an American road racer who had spent his career mastering different cars, disciplines and circuits could compete successfully anywhere in the world.

THE ROAD-RACING SPECIALIST NASCAR CALLED WHEN IT MATTERED

When NASCAR began arriving at its road courses, Boris Said became one of the drivers everyone knew could be dangerous.

He competed across all three of NASCAR’s major national series—the Cup Series, Xfinity Series and Craftsman Truck Series—earning pole positions and victories while developing a reputation as one of America’s premier road-course specialists.

He won in the NASCAR Truck Series and later delivered one of the most memorable victories of his NASCAR career by winning the 2010 Nationwide/Xfinity race in Montreal.

But Boris’s influence within NASCAR cannot be measured only by his own results.

As stock-car racing increasingly embraced road courses, drivers sought out the specialists who understood the details that separate merely surviving a road course from mastering one.

Boris became one of those teachers.

Over the years, he shared the techniques, racecraft and instincts accumulated through thousands of competitive laps with NASCAR drivers seeking to improve their road-racing skills.

Braking points. Weight transfer. Heel-and-toe technique. Car placement. Passing strategy. Tire management. Reading a road course several corners ahead.

The small details that decades of racing eventually turn into instinct.

In that role, Boris’s legacy expanded beyond the races he personally won.

Part of his knowledge began traveling around racetracks in other drivers’ cars.

FROM PROFESSIONAL RACER TO AUTOMOTIVE ENTREPRENEUR

Boris’s understanding of automobiles ultimately extended beyond driving them.

He became an automotive entrepreneur and co-owner of BMW of Murrieta, partnering with Rick Hendrick and Hendrick Automotive Group, one of America’s premier automotive organizations.

The partnership brought together two people whose lives had been shaped by automobiles, competition and an obsession with performance.

BMW of Murrieta subsequently developed into one of BMW’s most recognized dealerships in the United States.

The dealership is now a 10-time consecutive recipient of BMW’s prestigious Center of Excellence designation, an award reserved for BMW retailers demonstrating exceptional performance across the ownership experience.

When BMW of Murrieta opened its current state-of-the-art facility, Boris described more than two years of planning, design and attention to detail devoted to creating what he envisioned as one of America’s premier BMW dealerships.

That same philosophy—experience matters, details matter, and the environment surrounding the automobile matters—would eventually inspire something much larger.

FOUR DECADES LEADING TO ONE IDEA

Professional racers experience automobiles differently.

They understand that a great circuit isn’t simply asphalt connecting one corner to another.

It has rhythm.

Elevation.

Technical challenges.

Fast sections that demand commitment and slower sections that reward precision.

It creates moments a driver remembers long after climbing out of the car.

After four decades spent racing on many of the world’s greatest circuits, Boris has accumulated something that cannot be replicated through market research or engineering drawings alone:

the perspective of the driver.

He knows what makes drivers want to complete one more lap.

He understands what makes a paddock become a community.

And through his career in the automotive business, he understands that extraordinary experiences require far more than a racetrack.

They require hospitality.

Service.

Attention to detail.

Relationships.

And people who share the same passion.

Those experiences have now converged into the next chapter of Boris Said’s career.

ELSINORE RING

Elsinore Ring is the culmination of a lifetime spent around automobiles.

Conceived as a private motorsports country club, Elsinore Ring is being created around a simple philosophy:

Designed by a driver, for people who love to drive.

It is envisioned not simply as another racetrack, but as a destination and community where performance, camaraderie and luxury intersect.

A place where exceptional automobiles can finally be experienced the way their engineers intended.

Where members can develop their driving abilities in a controlled environment.

Where enthusiasts can arrive because of their shared passion for automobiles and leave having created friendships that may last a lifetime.

And where the culture surrounding the automobile is every bit as important as the automobile itself.

For Boris, the project represents the convergence of everything that came before it:

Four decades of racing.

Championships.

International endurance victories.

NASCAR.

BMW Motorsport.

Driver development and mentorship.

Automotive retail leadership.

And a lifetime spent understanding why people fall in love with cars in the first place.

Boris Said has spent much of his life learning what makes a great driver’s experience.

With Elsinore Ring, he now has the opportunity to create one.

Not simply for professional racers.

But for an entire community of people who share the same passion.

Elsinore Ring isn’t the beginning of another chapter in Boris Said’s racing career.

It is what more than forty years of racing have been preparing him to build.