Recent news that Dodge would no longer support the NASCAR Craftsman Truck Series is strongly suggesting that America’s number three automaker is seriously reconsidering every single one of its marketing and publicity ventures. The NASCAR exit shouldn’t come as a surprise to anyone in light of the automakers’ big losses and huge need to raise capital.

But, Dodge’s departure from NASCAR does shine the light on what could be additional changes to the motorsports industry: cash strapped Ford and GM might also be looking at ways to trim nonessential expenses, turning the Dodge void into a gaping hole, one that could threaten NASCAR’s survival or at least its broad appeal.

Dodge’s parent, Chrysler LLC, hasn’t been a big player in the truck series of late, supporting only one team, Bobby Hamilton Racing. The automaker is well represented in both car series, winning several races this year while accumulating numerous top ten finishes. Still, even in auto racing Toyota, GM and Ford dominate, lavishing their teams and cars with cash in a bid to pull down more wins each year.