Pro Stock newcomer Matt Latino believes his rookie season in the NHRA’s Mission Foods Drag Racing Series has proven one thing: he belongs. The second-generation racer has quietly built a case for NHRA Rookie of the Year honors through performance, perseverance, and adaptability.
Joining the powerful KB Titan Racing organization, Latino has competed in 10 national events this season, qualifying in the top half of the field more than half the time and earning multiple round wins. “I like going fast, and although I’d never run at a professional level before, this whole deal has been exciting,” Latino said.
Latino, who earned his Pro Stock license earlier this year and debuted at the NHRA Arizona Nationals in Phoenix, has made steady progress under the mentorship of six-time world champion Greg Anderson, 2021 Rookie of the Year Dallas Glenn, and veteran tuner Dave Connolly. But his strongest influence remains his father, Pro Mod driver Eric Latino.
“I’ve wanted to get behind the wheel for a very long time,” said the Canadian-born driver, now living in Charlotte with his wife and children. “Growing up around my dad when he was racing Pro Mod, so many people asked when I was going to drive. I always dreamed of running Pro Mod, but when we had the opportunity to get into Pro Stock, I realized how cool these cars are — and I’m loving it.”
In just his second event, Latino qualified for race day and earned his first elimination-round win. One race later, at the NHRA Four-Wide Nationals in Las Vegas, he advanced to the final round. By season’s end, he added a semifinal finish in St. Louis and multiple victories over championship contenders, including Jeg Coughlin Jr. and Aaron Stanfield.
A portion of Latino’s season was spent filling in for his father, who was sidelined on medical leave, earning points on his behalf while continuing to build his own skill set. “Driving the car is awesome, and it’s such a cool thrill,” Latino said. “I’ve been able to work on myself as a driver and show that I can adapt — I’ve been in three different cars already in my rookie year.”
Latino’s progress has been backed by corporate supporters including FASS Diesel Solutions, PowerEdge, Clean Diesel Specialists (CDS), and Ace Race Parts. Those partnerships have allowed him to fully fund his rookie campaign while learning the business side of professional drag racing.
“I couldn’t even choose a high point of the season,” he said. “It’s all been pretty surreal, but one thing I’ve really been loving is bringing on new sponsors, bonding with them, and building those connections.”
Latino said his rookie year has exceeded all expectations, transforming what began as a limited schedule into a full-season effort. “I like to think I’ve done a good job adapting in a really tough sport and being able to fund it entirely on my own by bringing on valuable sponsors,” he said. “I started the season hoping to run one or two races and ended up running more than 10. I’m grateful to be here, and I’m excited for the future.”
