Loni Unser

Loni Unser is a fourth-generation member of the legendary Unser racing dynasty, carrying forward a family motorsports tradition that dates back to 1915. Now 26, she’s built a diverse racing resume spanning everything from Spec Miata and vintage Porsche to off-road UTVs and the Porsche Sprint Challenge, proving she’s inherited the Unser family’s “run anything” philosophy.

EARLY YEARS

Born around 1998, Loni grew up in a small town in Idaho as a Rocky Mountain alpine skier, with additional time spent in Utah—about as far from the Indianapolis Motor Speedway as an Unser could get. The daughter of Johnny Unser, a former Indy 500 driver, she was around racing from birth, but her parents initially steered her away from the family business. Instead, she excelled in alpine skiing, swimming, and running, developing the competitive edge and leadership skills that would eventually translate to the track.

Still, racing was impossible to escape. As a kid, she attended the Indianapolis 500 as what she called the “family reunion,” rode in the Indy pace car with her great-uncle Al Unser Sr., and sat in her father’s Indy car. At 10, she raced go-karts, and during a team-building indoor karting session with her ski team, she was the fastest. “I’ve been around racing since I was born… that was the coolest thing,” she later recalled. But it wasn’t until her senior year of high school that everything changed. Johnny offered her a spot in a high-performance driving school in Southern California and at Mid-Ohio—not to launch a racing career, but to teach her road safety. After the first day, she was hooked. “Even after the first day, I was hooked. I said, ‘I have to do this,'” she remembered. She begged her dad to let her race.

OTHER INTERESTS

Before racing took over, Loni was a serious athlete. She grew up as a Rocky Mountain skier in Idaho, and also competed in swimming and running with noted success. Her background in individual and team sports—particularly her time on the ski team—helped build the focus and leadership skills that serve her well in motorsports. Beyond that, details of her hobbies and interests remain largely private, though her commitment to academic excellence was evident during her time as a freshman and sophomore at the University of Colorado in 2017.

EARLY SUCCESS

At 19, Unser made her professional racing debut in March 2017, running Spec Miata in the NASA Rocky Mountain Region at Pueblo, Colorado, with NRG Motorsports and coach Alex Nelson. Despite being a rookie, she contended for top-10 finishes in 30-car fields, an impressive showing for someone who’d started serious racing just months earlier. That same year, she planned to tackle World Racing League endurance events and ran SVRA vintage racing at Indianapolis Motor Speedway on Father’s Day weekend, piloting a 1960 Porsche 356 alongside Marcus Pillion. Pegasus Marketing Group and Speedway Motors came on board as early sponsors, recognizing the next generation of Unser talent.

Her father’s strategy was clear: get her seat time in everything. “This summer, we’ll get her as much experience as we can in a variety of cars,” Johnny said in 2017. Loni embraced the challenge, determined to follow the family tradition of versatility. “I just love being behind the wheel. I’m like my family members. They ran anything. I want to be the same way,” she explained. She also became a spokesperson for Cooper Tire’s Tread Wisely app, adding off-track responsibilities to her budding career.

Her racing philosophy was refreshingly grounded from the start: “Talent can certainly help… but it’s those who work hard get the furthest.” It’s a mindset that’s defined her career ever since.

NOTABLE ACHIEVEMENTS

• 2017: Made professional racing debut at 19 in Spec Miata with NRG Motorsports at Pueblo, Colorado, contending for top-10 finishes in 30-car fields.
• 2017: Competed in SVRA vintage racing at Indianapolis Motor Speedway on Father’s Day weekend in a 1960 Porsche 356.
• 2023–present: Competed in Unlimited Off-Road Racing in UTV Pro Stock, recording a 9th best class finish.
• 2024: Raced the Mint 400 in UTV Pro Stock, completing four laps before disqualification.
• 2025: Became the second woman from the Unser family to compete at the Pikes Peak International Hill Climb, following Jeri Unser, marking her third appearance at the legendary event with BBI and driver Betim Berisha.
• 2025: Joined Kellymoss Racing to compete in the Porsche Sprint Challenge in a Cayman GT4 RS with a “Be Your Own Hero” livery sponsored by Speedway Motors, currently sitting 3rd in the Cayman Pro-Am Class.

INSPIRATIONS

Loni draws inspiration from the legends who raised her. Her great-uncles, Al and Bobby Unser, are racing royalty, and their stories fueled her passion long before she turned a wheel in anger. Her father, Johnny, has been her biggest supporter and mentor, building her initial Spec Miata program and guiding her through the early years. The memory of riding in Al Unser Sr.’s Indy pace car as a kid and attending the Indy 500 as an elementary schooler left an indelible mark. “I firmly believe it’s those who work hard get the furthest,” she’s said, a philosophy clearly passed down through the generations.

More recently, she’s found inspiration in Victoria Thomas, co-owner of Kellymoss Racing and a leader working to change the face of motorsports. “I am incredibly lucky to be surrounded by incredible people… Victoria is working hard to change the face of motorsports,” Unser said. She’s also become involved with Shift Up Now, a non-profit supporting women in motorsports, representing the organization as both a competitor and advocate.

REPUTATION

Loni Unser is regarded as the torchbearer for the next generation of one of racing’s most storied families. Media coverage has been overwhelmingly positive, celebrating her as a late starter who’s thriving through sheer determination and work ethic. Her father summed up the family’s faith in her simply: “We’ll just let her take the wheel… see where it all goes.” Pegasus Marketing Group echoed that sentiment when they signed on in 2017, excited to support the continuation of the Unser legacy.

Peers and industry insiders recognize her talent, but it’s her versatility that stands out. From Spec Miata to vintage Porsche to off-road UTVs to the Porsche Sprint Challenge, she’s proven she can adapt to anything—just like the Unsers before her. Her involvement with Shift Up Now and partnership with leaders like Victoria Thomas have earned her respect as someone committed to opening doors for other women in the sport. There are no controversies, no drama—just a driver working hard, racing smart, and proudly carrying a name that’s synonymous with speed.

As a fourth-generation Unser and the second woman from the family to tackle Pikes Peak, she’s a pioneer in her own right, even as she walks in the footsteps of giants. The challenge she faces openly is the same one every aspiring racer confronts: funding. “The toughest part for every aspiring racer—funding,” she’s acknowledged. But she’s navigated it so far with the help of loyal sponsors like Speedway Motors and teams like Kellymoss and BBI, who believe in her potential.

FUTURE GOALS/PLANS

In 2025, Unser is racing on multiple fronts. She’s competing in the Porsche Sprint Challenge with Kellymoss Racing in a Cayman GT4 RS, currently sitting 3rd in the Cayman Pro-Am Class, and she’s returned to the Pikes Peak International Hill Climb for her third attempt with BBI and Betim Berisha. Both campaigns are part of her stated goal: “In 2025… both help me in becoming the best possible driver I can be.” She’s focused on becoming well-rounded, gaining experience across disciplines to eventually reach the highest levels of motorsports. Whether that means sportscars, open-wheel, or off-road remains to be seen. But if the first eight years of her career are any indication, she’ll run anything—and she’ll work harder than anyone to get there.

References:

Unlimited Off-Road Racing – Loni Unser Driver Profile
KUTV – Loni Unser: Carrying on the Family Legacy
LeCar – Interview with Loni Unser
Shift Up Now – Meet the Athlete: Loni Unser
First Superspeedway – Pegasus Marketing Group Press Release
Autoweek – Loni Unser Profile
Pikes Peak International Hill Climb – Behind the Wheel
ESPN – Loni Unser Feature
Pep Boys – Loni Unser Sponsor Feature