Ram CEO Confirms Bold NASCAR Return in 2026
Tim Kuniskis says Ram is back in racing—and he’s not easing in. From Daytona to the Cup Series, Ram is gunning for impact, fans, and full-throttle relevance.
Why does this car matter right now?
Ram isn’t just rejoining NASCAR. According to CEO Tim Kuniskis, they’re planning to steal the show. After a 13-year absence, Ram is returning to the NASCAR CRAFTSMAN Truck Series—and it’s not stopping there.
“Ram’s coming back to NASCAR. Let’s go. We’re back in America’s motorsport.”
That was Kuniskis, confirming that Ram will be on the grid at Daytona in 2026. But this isn’t about nostalgia. It’s about brand heat, performance credibility, and an unmistakable presence in America’s favorite motorsport.
“We’ll be on track in Daytona in eight months.”
And yes, there’s a real truck—not a mock-up, not a concept sketch. Ram built it. It’s running.
“The truck is real. We didn’t cobble that up.”
This is part of a broader push to reposition Ram with a performance edge. The Truck Series comes first, but the long-term goal is Cup-level racing.
“First the truck, with the intention to go to Cup after that.”
How does it compare to rivals?
Unlike Ford and Chevy, Ram walked away from NASCAR more than a decade ago. But it’s coming back swinging—and Kuniskis says this isn’t business as usual.
“We’ve been working on this for a while… and we’re going to do it different than everybody else.”
Forget folding chairs and khaki-pants brand reps. Ram’s infield experience will feature lounges, music, drinks, and what Kuniskis calls their “symbol of protest.” They’re going full immersive.
“Not a pop-up tent, khaki pants and a product brochure… you’re going to see a lounge, music, drinks, and our symbol of protest.”
They’re also giving fans a visceral connection to the product. Enter: Ride the HEMI, a mechanical bull-style attraction set to redline.
“You’re going to get a chance to ride the HEMI… stay on the red line, get the HEMI badge of honor.”
It’s a calculated blend of NASCAR authenticity and brand theater—designed to stand out in a sea of same.
Who is this for—and who should skip it?
According to Kuniskis, the audience overlap is obvious—and massive.
“20 million people are avid NASCAR fans. 50% drive a pickup. 20% of them drive Ram. That’s the math.”
So who’s it for? Every current Ram driver. Every disaffected truck fan. Every NASCAR loyalist looking for something louder, flashier, and more fun.
But this isn’t a greenwashed EV activation. It’s not for crossover commuters or fleet managers looking for net-zero badges. This is old-school performance branding, backed by HEMI V8 horsepower and a truck with real towing capacity and off-road capability.
What’s the long-term significance?
This return is one plank in Ram’s bigger platform strategy—a campaign to turn racing fans into customers and customers into evangelists.
“There’s no ROI unless you do it differently… Our objective is to take the 20 million and turn it to 80 or 100 million.”
This lines up with the rest of Ram’s 2026 product cadence: the return of the HEMI V8, the launch of the RHO as the most power-per-dollar performance pickup, and an electrified commercial strategy led by the new Chassis Cab and ProMaster platforms.
But make no mistake—NASCAR is front and center. At Michigan International Speedway, Ram is rolling out its “Ram-Demption” campaign, including a national spot airing just before engines fire.
“The commercial you saw will run just before the start of engines at MIS.”
And to kick it off?
“A Ram 5500 towing a custom trailer will come down the straight, butterfly open, and do 360 donuts.”
If you were wondering whether Ram was serious, that’s your answer.
And the plan isn’t a flash in the pan.
“We think we need a minimum of four trucks at Daytona to be competitive.”
The paperwork with NASCAR is in progress. The intention is real. The trucks are coming.
“We’re writing a deal with NASCAR. I’ve got the truck, I’ve got the intention. I’m going to Daytona.”
And yes, this is just the beginning.
“This isn’t a one-hit wonder. We’re not just going to Truck and not Cup. That’s not the plan.”
