NASCAR—America's Most American Racing Series—Just Added a New (Old) American Brand

Motor Trend

8 hours ago

Ram is bringing back the Hemi V-8 for the 2026 Ram 1500 full-size pickup truck, after putting it on hiatus for a model year during which its replacement, the more powerful and fuel-efficient twin-turbo 3.0-liter Hurricane inline-six was made the top 1500 powertrain. So, with a V-8 back, it only makes sense for Ram to bring its trucks back to NASCAR. At least that is how Ram brand CEO Tim Kuniskis sees it. 'If the Hemi is back, we might as well get back to racing, back to NASCAR,' he said, in pronouncing that the brand will compete at Daytona in 18 months.
Ram will return to the NASCAR Craftsman Truck Series in 2026 after being out for 13 years. It was a tough business decision but makes sense, Kuniskis says.
Don't ask him details about teams and drivers and such. He does not know, says he is 'flying without a parachute here.' But he has a truck and an engine and 'we're looking for a date for the prom right now.' Concept Truck Reveals Race Truck Design
Ram has taken the first step with the unveiling of a Ram 1500 concept race truck at a NASCAR event at the Michigan International Speedway. And it will be done in spectacular fashion: the truck will be on a round custom trailer so it can do smoky donuts while being towed down the straight by a Ram 5500 before the start of the race. Ram will also set up a lounge with music, drinks, and a mechanical Hemi bull to ride to win a t-shirt.
The concept truck was developed by the Ram design team with cues from the 1500 sport truck lineup (Warlock, Rebel and RHO), but more aerodynamic and with greater airflow to cool a race engine revving over 9,000 rpm for lap after lap after lap. And of course, it wears a giant Ram logo. The truck is two-tone black and red with a livery to highlight Mopar's Direct Connection aftermarket unit and the new 'symbol of protest' Hemi logo that depicts an engine block with a Ram's head.
'For more than a decade, customers and our dealer network asked about getting back into NASCAR. The desire was always there, but we didn't have a plan that delivered the last tenth and following just didn't fit our DNA,' said Kuniskis. '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.' Growing NASCAR Fans is Key
Here is his logic: More than 40 percent of the 20 million NASCAR fans own a truck. Many of them own a Ram. Kuniskis has the ambitious plan to try to boost the total number of NASCAR fans, and thus truck owners, meaning more Ram sales. He says he is working on a lot of things to grow the audience but would not elaborate further.
A new marketing campaign, 'Ram-Demption,' will herald the return of the Hemi and racing.
'Ram returning to the NASCAR Craftsman Truck Series is a major moment for the sport, and a sign that NASCAR remains a strong platform for blue chip brand partners,' said John Probst, NASCAR executive vice president and chief racing development officer, in a release. 'We are excited to welcome Ram back to the sport.'
Asked how many trucks Ram will front, Kuniskis said he thinks they need a minimum of four trucks to be competitive. It can be done with the help of affiliate teams, so the automaker does not have to fund it all. But it is not decided if Ram will go with four cars with one team or two teams, or four or six cars with affiliate teams.
Over the course of the 18 months until Ram is back racing, the brand plans to make 25 product and product-related announcements. The first one: the Hemi is back. The second: NASCAR racing is back. Next? We'll see.