by Ram Returns to NASCAR with a New Racing Concept
Ram has announced its return to NASCAR after a 14-year hiatus. They plan to compete in the Craftsman Truck Series in 2026. To confirm their intentions, the brand unveiled a concept of a racing pickup truck that hints at a future competition vehicle.
The concept combines design elements from production models like the Rebel, RHO, and Warlock, but features radical racing modifications: a compact cab, a closed bed, a large spoiler, and a side exhaust. The interior is maximally simplified—a steering wheel, a carbon-fiber seat, minimalist instruments, and a fire suppression system.
Strategy for Attracting Attention
Ram CEO Tim Kuniskis emphasized that NASCAR has always been challenging from an investment standpoint, but over 40% of the sport’s fans are pickup truck owners. The company plans to make the series more popular and increase its audience, which currently numbers about 20 million fans.
“For more than a decade, customers and dealers have been asking about a return to NASCAR. Now we have a clear plan that will set us apart from the competition,” stated Kuniskis.
To attract attention, Ram is preparing spectacular shows, including stunts with a pickup on a special trailer. The brand is also rethinking fan interaction—for example, it will offer a mechanical bull in the shape of a Hemi V8 engine, where participants can win t-shirts.
Ram’s return to NASCAR could be an important step in popularizing the series among a new audience. The focus on interactivity and spectacle indicates that the company wants not just to participate in races, but to create an entire subculture around them. This could open the door for other manufacturers who previously did not see potential in such events.
