Ram returns to NASCAR with new truck for 2026

Random Access Memory (RAM) Motor Company has announced its participation in the NASCAR CRAFTSMAN Truck Series, marking its return in 2026 after more than a decade away. This announcement features a concept version of the RAM 1500, indicating the brand's focus on performance and customer engagement.

The announcement was made during an event at Michigan International Speedway, where Tim Kuniskis, CEO of RAM, discussed the decision as part of an extensive strategy that includes 25 product announcements within 18 months. During this event, attendees observed a RAM 5500 towing a custom trailer for marketing demonstrations.

Kuniskis expressed the company’s readiness to re-enter NASCAR, citing longstanding demand from customers and dealers. He stated, “Now we have a solid plan that will set us apart from the field and will bring fresh new interest and engagement to America's motorsport.” Notably, over 40% of NASCAR fans qualify as truck owners, a demographic that RAM aims to engage through their presence in the series.

The concept race truck is designed with aerodynamics in mind and incorporates elements that cool a high-revving engine. Its eye-catching two-tone design and branding resonate with RAM's performance heritage. Additional information regarding RAM's NASCAR initiatives will be provided later this year.

In tandem with this announcement, RAM has unveiled the “Ram-Demption” marketing campaign, featuring Kuniskis driving the concept truck at Darlington Raceway. This campaign, created with the Argonaut agency, aims to enhance brand visibility across numerous media channels.

RAM's return to the CRAFTSMAN Truck Series is part of a strategy to engage with audiences that are already aligned with their high-performance truck offerings, as the company seeks to strengthen its market presence through electrified and upgraded vehicles.