Ram Announces Return to NASCAR Craftsman Truck Series in 2026
Michigan, USA – Ram has officially confirmed its return to the NASCAR Craftsman Truck Series, set for 2026. This announcement follows a 13-year hiatus since the brand departed from the sport in 2012 after 17 years of participation. The unveiling of the new Ram 1500 concept marked the first of 25 product announcements from the Stellantis-owned brand over the next 18 months.
Tim Kuniskis, CEO of Ram, expressed strong enthusiasm for the revival, stating, “For more than a decade, our customers and dealer network have asked about getting back into NASCAR. The desire was always there, but we needed a plan that aligned with our brand’s identity.” Kuniskis emphasized the significance of the Hemi’s return and shared insights into the strategic opportunity NASCAR presents, particularly given the substantial fan base.
“NASCAR has 20 million fans, and a large portion of them own pickup trucks,” he noted. “We aim to transform that base into a much larger percentage of our customer demographic.” He aims to leverage this fan engagement to boost Ram’s market penetration among truck owners, indicating a clear plan to enhance brand visibility within the motorsports community.
The Ram 1500 concept, a design collaboration among the Ram team, features distinctive elements reminiscent of the production versions as well as the sporty Ram lineup. In promotional commercials airing Sunday, Kuniskis is seen driving the truck, proclaiming, “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, filmed at Darlington Raceway, highlights the truck’s return while underscoring Ram’s commitment to longevity in the sport. Kuniskis stated, “We’re back in America’s motorsport, the Hemi is back, and we aren’t going anywhere.”
As part of the strategic rollout leading up to the 2026 season opener at Daytona, Ram plans to maintain visibility through various racing activations throughout the current season. Details regarding the team lineup and drivers will be announced at a later date.
John Probst, NASCAR Executive Vice President and Chief Racing Development Officer, welcomed Ram’s return, noting its significance for NASCAR and its brand partnerships. “Ram’s identity includes high performance, durability, and innovation—qualities that resonate with NASCAR and the Craftsman Truck Series.”
This strategic reintegration positions Ram to capitalize on the robust NASCAR fan base while reinforcing its commitment to high-performance motorsport.
