With a genuine admiration for McQueen's racing legacy, Sterling positions himself as an ardent enthusiast, boasting an impressive grasp of not only McQueen's achievements but also the illustrious journey of McQueen's mentor, Doc Hudson.

A billionaire of formidable stature, Sterling assumes the reins of Rust-eze after the company's founders, Rusty and Dusty Rust-eze, relinquish ownership to venture into the creation of the state-of-the-art Rust-eze Racing Center. This elite training hub, characterized by cutting-edge technology, reflects Sterling's meticulous approach to business. Intriguingly, he plans to conduct Rust-eze's operations from his personal quarters within the Racing Center, underscoring his hands-on involvement.

Sterling's financial ascent was forged through his renowned prowess as the 'mudflap king' along the eastern seaboard. While Lightning McQueen might not have been privy to Sterling's reputation, Tow Mater is well acquainted, offering praise for the quality and affordability of Sterling's mudflaps.