Stellantis officially announced its return to NASCAR after a 13-year break, marking the first new manufacturer announcement in over two decades. The Detroit-based automaker will re-enter the sport through its Ram truck brand, targeting the NASCAR Craftsman Truck Series for 2026. This move reflects a strategic push to reconnect with truck buyers and NASCAR’s passionate fanbase, signaling a fresh chapter for Ram and the racing series alike.
Stellantis Ends a Long NASCAR Hiatus
Stellantis, the company formerly known as Fiat Chrysler, left NASCAR after the 2012 season when its Dodge brand exited the sport. Now, after more than a decade, the automaker has confirmed it is making a comeback, this time through the Ram brand. This announcement is especially significant as it marks the first new original equipment manufacturer (OEM) to join NASCAR since Toyota’s entry in 2004.
The announcement came during the NASCAR Cup Series race at Michigan International Speedway, highlighted by a Ram 5500 truck performing a unique stunt: hauling a trailer on which another truck could do donuts while being pulled. Alongside this spectacle, a new TV commercial aired on Prime Video, and Ram set up an interactive fan area at the track.
A Strategic Move to Win Back Truck Buyers
Ram’s return is more than just a racing announcement — it’s a calculated business strategy to reconnect with its core customers. The brand faced backlash in late 2023 after discontinuing its iconic HEMI V8 engine in the Ram 1500, switching to a new engine promising more power and fuel efficiency. However, the decision upset many loyal customers, prompting Ram to bring back the HEMI as a $1,200 add-on option for 2026 models.
Ram CEO Tim Kuniskis stressed that the NASCAR comeback is part of a broader effort to rebuild trust and enthusiasm among truck buyers. “Nothing Stops Ram,” the brand’s new tagline, encapsulates this renewed drive. Kuniskis emphasized NASCAR’s value, noting that of the 20 million avid NASCAR fans, half are truck buyers, with about 2 million already Ram customers. He sees NASCAR as a platform to grow Ram’s audience far beyond its current reach.
We're back in America's motorsport, the HEMI® V8 is back, and we ain't here to mess around. LFG. pic.twitter.com/H6EqU5d1VN
— Ram Trucks (@RamTrucks) June 8, 2025
“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.”
“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.” – Tim Kuniskis
What’s Next for Ram in NASCAR?
While the official announcement confirmed Ram’s return to the NASCAR Craftsman Truck Series in 2026, the specifics about teams and drivers remain under wraps. Industry insiders have speculated on potential partnerships with teams like GMS Racing, Niece Motorsports, and Rette Jones Racing — the latter known for featuring YouTube star Cleetus McFarland in ARCA races.
The Ram 1500 concept race truck unveiled at Michigan borrows design cues from Ram’s Sport Truck lineup, signaling that the brand wants to blend its street and track identities. Kuniskis promised more details on Ram’s NASCAR program later in the year, hinting at a fresh approach that aims to differentiate Ram from its competitors in the sport.
NASCAR Welcomes Ram’s Return with Open Arms
NASCAR executives hailed Ram’s comeback as a positive sign for the sport’s health and appeal. John Probst, NASCAR’s executive vice president and chief racing development officer, praised Ram for embodying the values of high performance, durability, and innovation — all key traits in both racing and Ram’s brand identity.
“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.”
. “We are excited to welcome Ram back to the sport. Its identity includes high performance, durability and innovation – characteristics that embody NASCAR and, specifically, the Craftsman Truck Series.” – John Probst
Ram’s re-entry as the fourth manufacturer in the NASCAR Truck Series alongside Chevrolet, Ford, and Toyota is expected to shake up the competition and energize fans. This addition expands the field and offers fresh marketing and engagement opportunities for the sport and Ram alike.
The Road Ahead: Ram’s NASCAR Future and Brand Revival
Ram’s return to NASCAR is part of a broader plan involving more than 25 product announcements over the next 18 months. The company aims to leverage racing to highlight its innovations and performance capabilities while reigniting passion for the brand among truck enthusiasts.
Kuniskis openly acknowledged the challenges of NASCAR’s return for OEMs, citing the difficulty of achieving a strong return on investment (ROI) in the sport. But with a new strategy and marketing plan, Ram aims to grow NASCAR’s fan base significantly — from 20 million to potentially 80 or 100 million — unlocking greater business value.
“There’s no ROI unless you do it differently. … The reason that we’ve been out of NASCAR for 12 years is it’s a very tough ROI, it’s a very tough business decision to make. But when we say we’re back, when we say Nothing Stops Ram, when we bring the Hemi back, when we bring some of the other stuff that we haven’t shown you under those car covers, it makes perfect sense to be back in the space, but we’re going to do it different than everyone else.” – Tim Kuniskis
The reintroduction of the legendary 5.7-liter HEMI V8 engine in Ram’s 2026 lineup ties neatly into the racing narrative, reinforcing Ram’s commitment to power and performance on and off the track.
News in Brief: Ram Truck Brand NASCAR Comeback
Stellantis’ Ram brand is back in NASCAR after a 13-year absence, marking a major milestone for both the manufacturer and the sport. Through a bold marketing push and a strategic NASCAR Craftsman Truck Series return in 2026, Ram hopes to reconnect with truck buyers and NASCAR’s devoted fanbase alike. With innovative promotions, a new race truck, and the revival of the iconic HEMI engine, Ram is betting big on NASCAR to drive its brand forward — proving once again that in racing and in business, nothing stops Ram.
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