What is now the No. 14 Chevrolet Impala debuted in 2010 as the No. 35 Chevrolet Impala. At the time it was a completely new entry, consisting of veteran Jason Keller as the driver and former Rusty Wallace Racing crew chief Bryan Berry atop the pit box. During their first attempt at Daytona, the No. 35 missed the race due to not having a top-35 points position and being unable to qualify on time. The team would go on to miss the races at Daytona, Las Vegas, and Texas, while successfully making the race Stater Brothers 300 in California, starting 21st and finishing 20th during the team's first race. The team would eventually make the top-35, a notable accomplishment for a team that missed 3 races during the season. The No. 35 and Keller got their first top 10 finish in the form of a top 5, finishing 4th at Talladega. At the inaugural event at Road America, the team selected Tony Ave to drive the No. 35, Ave being a road course ace with much success at the track. He qualified the car in 10th place, and was running 5th when he was spun on the last lap of the race, finishing 20th. Ave returned to the seat at the 2010 NAPA 200 in Montreal, leading 1 lap but finishing 36th. He drove at the Watkins Glen too, finishing 15th.