In a bold move that promises to shake up NASCAR, Ram is making its grand return to the NASCAR Craftsman Truck Series in 2026. This return marks the first time the manufacturer will be competing in the series since 2012, joining the ranks of Ford, Chevrolet, and Toyota.
Tim Kuniskis, the CEO of Ram, expressed a vision for transforming the sport by expanding its fan base significantly. "Our objective is to take the 20 million avid NASCAR fans and turn it into 80 or 100 million," he said, hinting at an experiential approach to fan engagement that is set to intensify over time.
The excitement was palpable at the Michigan International Speedway, where Ram performed a demonstration ahead of the Sunday Cup race, setting the tone for its NASCAR comeback. Fans tuned in via Prime were treated to a high-energy commercial showcasing Ram's anticipated return.
With plans to field four to six trucks at Daytona next February, the anticipation builds as Ram moves forward in finalizing its vehicle body with a key wind tunnel test coming soon. However, specific details on teams and drivers remain under wraps.
NASCAR senior vice president and chief racing development officer, John Probst, heralded Ram's re-entry into the Truck Series as a significant milestone for the sport. This move marks the first time a new manufacturer has joined since Toyota's debut in 2004. Other manufacturers have expressed support for welcoming new entrants to NASCAR.
Speculation about Ram's potential foray into the Cup Series is burgeoning. While Ram is primarily a truck brand, the Stellantis company, which includes a pantheon of brands such as Dodge and Chrysler, is eyeing future Cup ambitions. A process that could see new manufacturers joining the Cup Series as early as 2027.
Probst alluded to growing interest from additional automotive brands. "I don’t want to jinx ourselves, but I would say we are very close with one other manufacturer," he stated, adding that the industry's commitment is serious business, requiring in-depth research and high-level approvals.
As Ram prepares for its 2026 Truck Series debut, the excitement within NASCAR is undeniable. The potential for a new era looms large, as the sport gears up to welcome Ram and possibly other manufacturers into its fold.
