"Sterling is a brilliant businesscar who runs Rust-Eze Racing Center—one of the most successful elite training facilities in the country. Despite his dapper appearance and obvious wealth, Sterling comes across as unassuming and laid back. But business is business, and Sterling is driven to ensure all of his investments pay off."
According to Nathan Fillion, Sterling tries to be "interested", not "interesting", and says things that actually sound "charming". Although Sterling presents himself as a friendly and considerate person, his main concern is that his business ventures are successful. He approaches problems in terms of financial gain and doesn't get involved at the personal level. His charm appears to be a facade to maintain a friendly relation with his clients. This is shown chiefly when Sterling introduces himself to Lightning McQueen as a fan but later appears more concerned about McQueen's brand than McQueen's desires. Sterling is shown to become very severe if his subordinates do not follow through with his planning, as shown by his anger when Cruz Ramirez steps out of line. Nevertheless, since he puts business before everything else, Sterling quickly changes his tone when Cruz goes from disobeying his orders to winning the Florida 500.
- According to director Brian Fee, Sterling's design was made to feel timeless, and takes inspiration from European cars of the '60s, which Fee describes as "incredibly stylish, with almost a dainty quality. Small, kind of sporty, extremely confident", qualities which he found reflected well Sterling's personality.
- The design is very similar to the BMW CS Homage design with the exception of the elimination of the kidney grille to disguise it