LSR
Our Story: The LSR Project
The LSR Project isn’t just about breaking records—it’s about rewriting the history of speed, redefining what’s possible, and inspiring a new generation of dreamers, doers, and racers. Born from a shared passion for innovation and a relentless drive to push boundaries, the LSR Project is a bold mission to conquer the legendary 500 mph land speed barrier at the iconic Bonneville Salt Flats.
A Legacy of Racing Excellence
The journey began with Doug Herbert, an NHRA drag racing legend who has spent his life chasing speed and building a legacy of excellence. Doug’s drive to honor his father, Chet Herbert—a revolutionary pioneer in the world of drag racing—fueled the vision for this audacious project. The LSR Project is the culmination of decades of experience, ingenuity, and an unrelenting pursuit of greatness.
Doug is joined by an all-star team of racing icons, engineering masterminds, and fabricating virtuosos, including NASCAR Hall of Famer Ray Evernham, aerodynamic expert Dr. Eric Warren, metals specialist Greg Fornelli, fabrication legend Jeff "Pancho" Weaver, and motorsports visionary H.A. "Humpy" Wheeler. Together, they’ve pooled their talent, passion, and innovative spirit to create a machine capable of shattering the limits of speed.
Engineering the Impossible
At the heart of the LSR Project is THE BEAST NextGen, a cutting-edge streamliner designed to harness raw power and unparalleled precision. Built with a carbon fiber body crafted by Formula One engineers, cutting-edge aerodynamic systems, and a relentless focus on innovation, this car represents the pinnacle of engineering ingenuity. Every nut, bolt, and component has been meticulously designed and crafted to handle the extreme conditions of the Bonneville Salt Flats while delivering the performance needed to achieve speeds that defy imagination.
The Bonneville Salt Flats: A Stage for Legends
The Bonneville Salt Flats have long been a sacred ground for speed enthusiasts—a place where dreams meet reality and records are meant to be broken. This iconic stretch of salt has witnessed some of the most historic moments in racing, and the LSR Project is proud to carry on that legacy. For Doug and his team, the Salt Flats are more than a racetrack; they are a canvas for achieving the extraordinary.
A Mission with Heart
The LSR Project isn’t just about chasing records; it’s about honoring the past, inspiring the future, and celebrating the unbreakable spirit of racing. For Doug, this mission is deeply personal—a way to honor the memory of his two sons, Jon and James, who tragically lost their lives in 2008. Through this project and his nonprofit organization, B.R.A.K.E.S. (Be Responsible And Keep Everyone Safe), Doug continues to spread a message of safety, perseverance, and the power of community.
Cleared by the Officials
This August, the team loaded up and headed west with a single objective: put THE BEAST NextGen in front of SCTA officials and take it through tech inspection. Tech is where a land speed car stops being a vision and becomes a race car — every safety system, every structural decision, every detail of the build examined by the people who have spent decades keeping racers alive at speeds most of the world will never experience.
THE BEAST NextGen came through it. The officials loved the car, and they didn't stop at approval — they gave us clear, specific guidance on exactly what it will take to finish the build and get on the salt. That guidance is the real prize from the trip. We now have a defined path from where the car sits today to where it needs to be, validated by the people who will ultimately sign off on a record attempt.
Testing is next, and it's coming very soon.
Join Us on the Journey
The LSR Project is more than a team or a car—it’s a movement. It’s a testament to what happens when the brightest minds and boldest hearts come together to chase the impossible. As we prepare to take on the 500 mph challenge, we invite you to join us on this thrilling journey. Follow our progress, witness the breakthroughs, and be part of a historic moment that will leave a lasting legacy in the world of motorsports.
This is our story—a story of passion, perseverance, and the unrelenting pursuit of speed. Together, we’re not just chasing records; we’re making history. Buckle up. It’s going to be a wild ride.