Ram is returning to the NASCAR Craftsman Truck Series in 2026 after a 13-year absence, kicking off a bold marketing and product strategy with 25 announcements in just 18 months. The comeback began with the unveiling of a new Ram 1500 concept race truck at Michigan International Speedway, featuring a dramatic donut demonstration and a marketing push dubbed “Ram-Demption.” The campaign celebrates the return of the HEMI® V-8 engine and positions Ram squarely back in the motorsport spotlight.
Tim Kuniskis, CEO of the Ram brand, made the announcement during a live event at the speedway, highlighting the brand’s renewed commitment to high-performance trucks and its dealer network’s long-standing desire to rejoin NASCAR. According to Kuniskis, Ram’s return is not just about participation – it’s a strategic re-entry into a space where over 40% of fans are truck owners, making NASCAR a natural and powerful platform.
NASCAR EVP John Probst welcomed Ram back, noting the brand’s alignment with NASCAR’s values of performance, durability, and innovation. The new Ram 1500 NASCAR concept truck showcases a race-ready version of Ram’s performance DNA, blending elements from its Warlock, Rebel, and RHO lines with aerodynamic enhancements and high-revving engine cooling. It’s finished in a striking two-tone livery and features branding from Mopar’s Direct Connection performance parts unit.
Kuniskis also teased that more details about Ram’s NASCAR program, including team involvement and long-term plans, will be revealed later this year. The promotional video campaign for “Ram-Demption” includes several ad spots airing across NASCAR and Ram’s platforms, including a long-form version on the Ram website. See below for that video.
Ram previously exited the CRAFTSMAN Truck Series in 2012 after a 17-year run to focus on the 2013 Ram 1500. Now, its return aligns with the largest variety of off-road and performance trucks the brand has ever offered – among them the Power Wagon, TRX, RHO, and the iconic SRT10 Viper Truck. Notably, in 2004, NASCAR driver Brendan Gaughan set a Guinness World Record for fastest production truck in a Ram SRT-10.
In addition to its racing comeback, Ram continues to strengthen its product lineup for 2025. The Ram 1500 RHO offers best-in-class off-road performance per dollar. The updated heavy-duty trucks and ProMaster vans also lead their segments with features like the most cargo space in a full-size van, best ride and handling, and first-in-class torque with the Cummins Turbo Diesel.
Ram’s commercial vehicle segment, now under the Stellantis Pro One umbrella, is ramping up with the 2025 Chassis Cab lineup and a stronger B2B service strategy. Globally, Ram offers pickups from the compact Ram 700 to the Ram 5500, showcasing its expansive reach and commitment to innovation.
For more information, visit www.ramtrucks.com or Stellantis’ media channels.
