Ram Is Back … Back in America's Motorsport … Ram Is Back in NASCAR
- Strategic entry into NASCAR CRAFTSMAN Truck Series targets a valuable demographic with 40% of NASCAR fans being truck owners
- Ambitious product launch strategy with 25 announcements planned over 18 months shows strong growth initiative
- Return of the popular 5.7-liter HEMI V-8 engine for 2026 Ram 1500 addresses customer demand
- Brand maintains market leadership with segment-first features including 1,000 lb.-ft torque with Cummins Turbo Diesel
- 13-year gap in NASCAR presence may require significant investment to rebuild racing presence and fan engagement
- Previous exit from NASCAR in 2012 could impact brand credibility in motorsport
- Specific details about the racing program and team structure are not yet disclosed
Insights
Ram's NASCAR return signals aggressive product strategy with 25 new announcements and HEMI V-8 revival, targeting performance-focused truck enthusiasts.
Ram's announced return to NASCAR's CRAFTSMAN Truck Series after a 13-year hiatus represents a strategic marketing move that aligns with the brand's broader product offensive. The timing is particularly noteworthy as Ram plans 25 product announcements over just 18 months, indicating a significant acceleration in their product development cycle.
The revival of the popular 5.7-liter HEMI V-8 engine for the 2026 Ram 1500 reveals a calculated decision to cater to traditional performance-oriented truck buyers. This runs counter to industry-wide electrification trends but may prove shrewd given that over 40% of NASCAR fans are truck owners - a demographic that typically values conventional performance metrics.
The unveiling of a Ram 1500 concept race truck at Michigan International Speedway demonstrates how Ram is leveraging motorsport to enhance brand perception. The "Ram-Demption" marketing campaign ties this NASCAR return to the brand's performance heritage, referencing iconic models like the SRT10 Viper Truck that once held the Guinness World Record for fastest production truck at 154.587 mph.
Ram's expanded focus on sport trucks (Warlock, Rebel, RHO) and off-road performance vehicles indicates a strategy to capture high-margin specialty segments while simultaneously strengthening its commercial vehicle division through Ram Professional. This dual approach aims to maintain competitive positioning in both retail and fleet markets.
This announcement suggests Ram is differentiating itself through performance credentials while competitors increasingly emphasize electrification and technology. The effectiveness of this strategy will depend on how well these motorsport connections translate to showroom traffic and sales conversions for their upcoming product lineup.
- Ram returns to the NASCAR CRAFTSMAN Truck Series in 2026, after a 13-year break, as part of a powerful product launch cadence — 25 announcements in 18 months
- Drive to NASCAR begins with a high-octane reveal of a new Ram 1500 concept race truck at Michigan International Speedway that includes a wild donut trailer
- Ram brand celebrates the HEMI® V-8's historic comeback and return to NASCAR in "Ram-Demption" marketing campaign
- Performance pickups are embedded in Ram's DNA: Ram 1500 RHO and TRX, Power Wagon and SRT10 Viper Truck
Ram will join the field for the 2026 NASCAR CRAFTSMAN Truck Series, ending a 13-year break. Today, the brand unveiled a new Ram 1500 concept race truck that previews the design for next year. Returning to the racetrack marks a major milestone, part of a pedal-to-the-metal drive for Ram that covers 25 product announcements over 18 months.
The news of Ram's return to NASCAR was officially announced by Tim Kuniskis, CEO of Ram brand, during a live NASCAR event at the Michigan International Speedway this weekend. Jaw-dropping moments included a Ram 5500 hauling a custom trailer built specifically for smoky donuts, courtesy of Ram's NASCAR concept truck. Anderson Silva, Hall of Fame MMA icon, took to the track to shoot HEMI®-branded T-shirts into the crowd.
"For more than a decade, customers and our dealer network asked about getting back into NASCAR. The desire was always there, but we didn't have a plan that delivered the last tenth and following just didn't fit our DNA," said Kuniskis. "Now we have a solid plan that will set us apart from the field and will bring fresh new interest and engagement to America's motorsport."
Joining the CRAFTSMAN Truck Series, in a way that only Ram can, is a natural, strategic move for the brand, as more than
"Ram returning to the NASCAR CRAFTSMAN Truck Series is a major moment for the sport, and a sign that NASCAR remains a strong platform for blue chip brand partners," said John Probst, NASCAR executive vice president and chief racing development officer. "We are excited to welcome Ram back to the sport. Its identity includes high performance, durability and innovation – characteristics that embody NASCAR and, specifically, the CRAFTSMAN Truck Series."
Ram 1500 NASCAR Concept
The Ram 1500 concept race truck unveiled today was molded by the Ram design team. The concept resembles a production truck, adopting elements from the Ram Truck Sport lineup (Warlock, Rebel and RHO), but honed with an aerodynamic signature to slip through the air efficiently, yet with enough airflow to cool a race engine that revs over 9,000 rpm. Body lines around the fenders and grille carry a familiar appearance, framing a large Ram logo that separates this truck from the pack.
The one-off body design is covered by a two-tone Gloss Black canvas with Molten Red lower. The Ram design team created an impactful and exciting livery that complements the visual emotion of Ram's design DNA and highlights Direct Connection and Symbol of Protest logos. Mopar's Direct Connection aftermarket unit is adding performance options for Ram trucks and earns prominent signage on the concept race truck.
"There will be more details on our NASCAR CRAFTSMAN Truck Series program later this year," added Kuniskis. "We are undoubtedly having fun with this project, and I truly look forward to sharing information on our team and how getting back on track relates to the future of Ram performance."
In conjunction with the news, the brand showed off its "Ram-Demption" campaign, featuring Kuniskis behind the wheel of Ram's NASCAR concept truck at Darlington Raceway in
Ram's racing news is part of a power celebration that includes a popular demand return of the 5.7-liter HEMI V-8, as orders open for the engine's availability in the 2026 Ram 1500.
Ram exited factory support of NASCAR's CRAFTSMAN Truck Series in 2012 after a 17-year run and focused on launching the new 2013 Ram 1500. Ram's return is one part of a strategy to build on the greatest variety of sport trucks and off-road enthusiast trucks the brand has ever offered.
Ram boasts a rich history of performance trucks, including the Power Wagon, SRT10 Viper Truck, TRX, RHO, Rumble Bee, Little Red Express and Warlock.
In 2004, a Ram SRT-10, piloted by NASCAR driver Brendan Gaughan, set a Guinness World Record for the world's fastest production truck with an average speed of 154.587 mph (248.784 km/h) at the Stellantis Proving Grounds in
Ram Brand
Ram offers a full lineup of pickups and commercial vehicles; the Ram 1500, 2500/3500 Heavy Duty, 3500/4500/5500 Chassis Cab and ProMaster vans.
The Ram Light-Duty and Heavy Duty pickups are considerably improved for 2025 and offer new products in the fastest growing segment within the pickup space—Sport Trucks. Ram introduced the largest variety of off-road performance trucks the brand has ever offered, including the new Ram 1500 RHO with more horsepower per dollar than any other performance off-road pickup.
In the commercial business, Ram is launching the new 2025 Chassis Cab line with improvements to help customers and upfitters. Ram Professional is making considerable changes in process, execution and resources with a focus on commercial offerings, dedicated B2B-focused expertise, and sales and service support, which are critical to growing in this segment.
Ram continues to outperform the competition, setting the benchmark in the most important areas for truck buyers:
- Segment-first: 1,000 lb.-ft of torque with Cummins Turbo Diesel
- Most luxurious: Ram 1500 Tungsten with air suspension, 24-way massage seats and 540 horsepower
- Ram 1500 and Heavy Duty: Best ride and handling with five-link solid rear axle with available, segment-exclusive, active-level air suspension
- Ram 1500 RHO: Best off-road performance per dollar
- Ram ProMaster: The most cargo space available in any traditional full size cargo van
- Ram Power Wagon: Most off-road capable full-size pickup
Ram is improving market competitiveness and growth while maintaining pricing power through products, services and electrified offerings. Aligned under the global presence of the Stellantis Pro One commercial vehicle organization, Ram currently offers a wide range of products globally, from the Ram 700 compact pickup to the Ram 5500 Chassis Cab and a range of ProMaster vans.
Ram is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis. For more information regarding Stellantis (NYSE: STLA), please visit www.stellantis.com.
Follow Ram and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Ram Truck brand: www.ramtrucks.com
Facebook: www.facebook.com/RamTrucks
Instagram: www.instagram.com/ramtrucks
Twitter: @RamTrucks, @StellantisNA
YouTube: www.youtube.com/RamTrucks, https://www.youtube.com/StellantisNA
For more information, please visit the Stellantis media site for
Contact:
Nick Cappa
(248) 512-4266 (office)
(248) 202-8039 (cell)
nick.cappa@stellantis.com
View original content to download multimedia:https://www.prnewswire.com/news-releases/ram-is-back--back-in-americas-motorsport--ram-is-back-in-nascar-302475951.html
SOURCE Stellantis
FAQ
When is Ram returning to NASCAR CRAFTSMAN Truck Series?
Why did Ram leave NASCAR previously?
What engine options will be available for the 2026 Ram 1500?
What is included in Ram's NASCAR announcement?
What percentage of NASCAR fans own trucks?
