Ram returns to NASCAR Craftsman Truck Series in 2026
Ram will return to the NASCAR Craftsman Truck Series in 2026.
The new Ram 1500 concept was announced Sunday in Michigan, one of 25 product announcements the Stellantis-owned company will make over 18 months. It marks Ram's (and Dodge’s) return to NASCAR competition after a 13-year break, having left the sport in 2012 after a 17-year presence.
“For more than a decade, customers and our dealer network asked about getting back into NASCAR,” said Tim Kuniskis, CEO of Ram. “The desire was always there, but we didn’t have a plan that delivered the last tenth [which] just didn’t fit our DNA. 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.”
Kuniskis acknowledged that Ram was out of NASCAR for so long because it is a tough return on investment. Now that the company is bringing the Hemi back, in addition to other production vehicle announcements, Kuniskis said it makes perfect sense to be back in the racing space.
Kuniskis acknowledged that Ram was out of NASCAR for so long because it is a tough return on investment. Now that the company is bringing the Hemi back, in addition to other production vehicle announcements, Kuniskis said it makes perfect sense to be back in the racing space.
“The reason we’re going to do it: 20 million people are NASCAR fans,” Kuniskis said. “I’m more concerned about the people who are in the parking lot of the NASCAR races. Twenty million people, 50 percent of them drive a pickup truck. Out of the 50 percent, 20 percent of them already buy a Ram, so the lift from 20 million to 10 million to 20 percent of that, there is no ROI unless you do it differently.
“Our objective is to take 20 million and turn it into 80 or 100 million, and we have a plan. We know how we’re going to do it. We think we have a path to get to that. We think people are going to like the way we’re doing it because it’s going to be fun.”
The truck, dubbed the Ram 1500 concept, was molded by the Ram design team and resembles the production truck and elements of the Ram Sport Truck line-up. A large Ram logo is centered on the grille.
The truck, dubbed the Ram 1500 concept, was molded by the Ram design team and resembles the production truck and elements of the Ram Sport Truck line-up. A large Ram logo is centered on the grille.
In commercial spots debuting Sunday to coincide with the announcement, viewers will see Kuniskis driving the truck and saying, in part, “We own it, we got it wrong, and we’re fixing it. You hear that? That’s our Hemi, and it’s saying, ‘I’m back.’”
The commercial was filmed at Darlington Raceway with the race truck and two production trucks. As the spot continues, Kuniskis says, “We’re back in America’s motorsport, the Hemi is back, and we aren’t going anywhere.”
Ram will unveil more of its 2026 plans at a later date, including the team line-up and drivers. Kuniskis was also adamant the company has plenty more to come and show off, including continued activation at racetracks the remainder of this season, and would not go dark between now and the 2026 season opener at Daytona.
“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.”
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