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With 'Arranque de Pasion,' NASCAR races after Latino market by making its own novela

Ela Rivella is a sexy, headstrong race car driver torn between two racing brothers in a glamorous, high-stakes world of cutthroat competition and danger. Ela loved Jordi Fernandez until jealousy drove them apart, and now she's irresistibly drawn to Checo, whose clandestine romance with Ela could drive Jordi to violence.

Sound like a soap opera? Maybe some particularly ambitious Formula One fan fiction?

It's an actual novela co-produced by Univision and NASCAR to put the down-home American sport of stock car racing in front of millions of Spanish-speaking viewers who might have never watched a NASCAR race.

This remarkable blend of speed and cheese will debut on Univision's website in a series of five- to seven-minute episodes starting in April before appearing on Univision on May 5.

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