Ram race truck unveiled for NASCAR CRAFTSMAN series return

Ram officially announced its return to the NASCAR CRAFTSMAN Truck Series for the 2026 season, unveiling a new Ram race truck.

The announcement was made by Ram CEO Tim Kuniskis during a live event that delivered plenty of spectacle from a Ram 5500 spinning donuts with a custom-built trailer to MMA legend Anderson Silva launching HEMI-branded T-shirts into the crowd. This ends a 13-year absence.

“For more than a decade, customers and our dealer network asked about getting back into NASCAR,” said Kuniskis. “The desire was always there, but we didn’t have a plan that delivered the last tenth. Now we have a solid plan that sets us apart and brings new energy to America’s Motorsport.”

Ram’s return is part of an aggressive push for the brand, which promises 25 product announcements over the next 18 months including bringing back the 5.7-liter Hemi V-8 engine. The move back into motorsports aligns with Ram’s strategy to highlight its performance and innovation pedigree, especially among truck owners, a key demographic, as over 40% of NASCAR fans own trucks.

The return to NASCAR represents more than just a marketing move for Ram – it’s a strategic play to reconnect with a fanbase that has deep ties to truck culture and motorsports.

For those new to the sport, understanding NASCAR’s basics is essential to grasp why this represents such a unique marketing opportunity, as the sport’s loyal following often translates directly into vehicle purchasing decisions.

Ram race truck

Ram’s new race truck concept channels the visual DNA of the Warlock, Rebel, and RHO models but with racing-specific aero tweaks and aggressive bodywork. The one-off body, finished in a striking two-tone Gloss Black and Molten Red livery, sports a massive Ram logo and is designed for high-speed stability and efficient engine cooling at over 9,000 rpm.

Prominent on the truck are Mopar’s Direct Connection and “Symbol of Protest” logos, signaling Ram’s renewed focus on factory-backed performance and customization. Direct Connection will also offer performance upgrades for Ram trucks, further bridging the gap between race day and dealership floors.

NASCAR Welcomes Ram Back

John Probst, NASCAR’s executive vice president and chief racing development officer, praised the move. “Ram returning to the NASCAR CRAFTSMAN Truck Series is a major moment for the sport. Its identity includes high performance, durability and innovation – values that align perfectly with NASCAR.”

Ram previously exited the series in 2012 after a 17-year run, focusing efforts on launching the new-generation 2013 Ram 1500. Now, the brand is capitalizing on its heritage to fuel a new era of performance.

“Ram-Demption” Campaign Launches with Visual Flair

To celebrate the announcement, Ram also premiered its new “Ram-Demption” marketing campaign. The campaign features Kuniskis behind the wheel of the NASCAR concept truck at South Carolina’s Darlington Raceway, complete with aerial views from the iconic Goodyear Blimp and flyovers from military jets.

Short-form versions of the campaign will air across NASCAR and Ram social channels, with a full-length video available on Ram.com and YouTube. The campaign was developed in partnership with the creative agency Argonaut.

More details about Ram’s 2026 NASCAR team, partners, and full racing plans are expected later this year.

The bottom line

This is a smart move to bring more brand awareness and show consumers that Ram isn’t in trouble like critics had thought last year after poor sales. Rather they are on the move spending money on marketing to reassert themselves as a competitor in the truck market.