It’s almost assured a 1/24 diecast will be highly sought-after when it is produced but never goes on sale to the general public. Couple this scenario by with the diecast attached to one of the biggest names in NASCAR and the “King of Rock N’ Roll,” a venerable sponsor and a great looking scheme? It’s the makings of one of the most prominent Holy Grails in NASCAR diecast collecting: Kevin Harvick’s 2007 Reese’s/Elvis ride.

In 2007, Reese’s released its “Elvis Cups,” special Collector Editon Cups with peanut butter and banana crème flavor. The promotion paid homage to Elvis’ reported love of peanut butter and banana sandwiches. Packaging featured images of Elvis and highlighted the “Live Like The King” promotion, which gave Elvis Cups buyers a chance to win “more than 10,000” Elvis-themed prizes. Some were desirable to the King’s faithful, including a scarf the musician owned. At least one was strange — a cancelled check he once signed. The grand prize was a pink, custom 1957 Cadillac “Elvis Presley Tribute Car” built by famed hot rod designer Boyd Coddington. It was no diecast, to be clear, but an actual 1:1 Caddy. Though it sported Cadillac’s 1950s bodywork, it was updated with amenities like a TV, MP3 compatibility, a GPS system and a minifridge.

To further promote the King’s crème cups, Kevin Harvick sported an Elvis and Reese’s scheme at the 2007 Allstate 400 at the Brickyard. Harvick looked poised to race for the win while at the front of the pack late in the race. However, this race spurred Tony Stewart’s memorable, “Here, kitty, kitty,” radio call as he chased down Harvick for the lead. Stewart eventually passed him for the win with Harvick placing seventh.

To coincide with Harvick’s Elvis scheme, Action produced 724 1/24 diecasts (a 1/64 version was also manufactured). These 1/24s were never sold to the general public. Instead, some of the diecasts were given away to Hershey’s employees while the 1/64 could only be “won” through the promotion.

So, Kevin Harvick collectors wanted it. Elvis memorabilia collectors wanted it. Reese’s fans wanted it. Many diecast collectors weren’t in any of those groups, but still wanted to get their hands on the Reese’s/Elvis ride, if nothing else, because it was a great looking, one-off scheme.

And none of them could have it unless it was purchased second-hand at an inflated price. Of course, that only further ballooned the dollars these 724 examples commanded.

Even decals to make a custom 1/24 of the car or fully made customs of the Reese’s/Elvis ride are pricey. Decal dealer MikesDecals.com offered a PowerSlide set for $35, and unsurprisingly, the sheets sold out. One made custom, described by diecast seller Buyenum M&S as, “not…perfect but pretty dang close,” still commanded $200 when it was sold late last year.  

The market has cooled a bit in recent years for the Elvis/Harvick 1/24. They were regularly selling for upwards of $600 or $700 in the late 2010s, but recent eBay sales (as of this writing) show several recent completed auctions with buyers paying about $400 on average. Still, these sales underscore Harvick’s 2007 Reese’s/Elvis 1/24 remains a Grail.