Ram’s recent announcement about its planned re-entry into the NASCAR Craftsman Truck Series in 2026 has captured widespread attention and speculation throughout the motorsports world. This marks the first introduction of a new manufacturer to NASCAR’s national series since 2004, and it has immediately ignited discussions about further ambitions within the sport. Brad Keselowski analyzes Ram’s NASCAR Truck Series strategy as a foundational move, suggesting it signals intent for an even larger comeback in top-tier NASCAR racing in the future.
Brad Keselowski, the 2012 Cup Series champion and key figure in Dodge’s last premier-level NASCAR success, views Ram’s initiative as far more than a one-off entry. He considers their return to Trucks as setting essential groundwork that could lead to a return to the NASCAR Cup Series. Keselowski, with extensive personal experience working under the Dodge banner, gives credibility to these expectations.
Keselowski’s Perspective: Truck Series as the Gateway for Manufacturers
Brad Keselowski has spoken openly about why he supports Ram’s strategy of first entering the Truck Series. In recent interviews, he praised the division’s current structure—a design he finds highly attractive for original equipment manufacturers (OEMs) seeking to understand and adapt to NASCAR’s unique environment. Keselowski elaborated on the practical reasons for this route, highlighting that the Truck Series offers a straightforward and cost-effective way for brands like Ram to become reacquainted with the sport and its demands.
“[The Truck Series is] a great place for an OEM to enter NASCAR and really kind of get that appetite going for the Cup Series,”
—Brad Keselowski, Former Cup Series Champion
The former champion detailed several operational advantages, such as a balanced engine package, standardized competition, and a relatively manageable race calendar. These characteristics make the Truck Series an ideal setting for manufacturers like Ram to forge partnerships with established teams and refine their competitive vehicles and strategies in preparation for the far more intensive environment of the Cup Series.
This opinion carries particular weight since Keselowski delivered Dodge’s last championship before the company exited the Cup Series. His knowledge extends not just from behind the wheel, but from being involved with manufacturers who have navigated similar transitions in NASCAR.
#NASCAR … Brad Keselowski is high on the Truck Series, especially with Ram’s announcement that it will compete in the series in 2026. pic.twitter.com/GMnpEFJOGr — Dustin Long (@dustinlong) June 9, 2025
A Closer Look at Ram’s Stepwise Approach for Long-Term Success
The formal unveiling of Ram’s return occurred at Michigan International Speedway, where the company presented a concept Ram 1500 race truck and introduced its “Ram-Demption” campaign. This move aligns with current industry dynamics, expanding the field to four OEMs in the Truck Series alongside Chevrolet, Ford, and Toyota. The decision illustrates a disciplined approach, as all Truck Series vehicles utilize common engines supplied by Ilmor and body components with a clear set of regulations—a factor that streamlines vehicle development and reduces up-front costs for new participants like Ram.
CEO Tim Kuniskis has outlined the manufacturer’s ambitions, making it clear that Ram does not view this as a temporary venture but as part of a pathway toward greater NASCAR involvement.
“How am I going to get to Cup? That’s going to depend on how I get to Truck. So, however we get to Truck is going to obviously weigh heavily on ‘Do I have a path to Cup?’ Our intention is not to do a one-hit wonder and go to Truck and not to Cup. That’s not our plan,”
—Tim Kuniskis, CEO, Ram
For the 2026 season opener at Daytona, Ram is planning to field four to six trucks, although official team partnerships have yet to be announced. According to industry insiders, Ram’s appetite for competition is strong, with expectations they will target prominent teams. NASCAR officials are reportedly open to expanding the series’ field if necessary to accommodate the new manufacturer’s ambitions.
This model for entry closely follows Toyota’s trajectory, which started in the Truck Series in 2004 and moved up to the Cup Series three years later. For Ram—and likely under the Dodge label if they enter Cup racing—the approach allows ample time to develop technical expertise and strong relationships with teams, which is vital for long-term success throughout all levels of NASCAR.
Significance and Anticipated Impact on NASCAR’s Competitive Landscape
Ram’s calculated strategy has injected fresh energy and anticipation into the industry, with the 2026 Truck Series season shaping up as a pivotal testing ground for their technology and team integration. The path paved by this entry could reshape the landscape of NASCAR’s manufacturer lineup, particularly if Ram’s plan to transition into the premier Cup Series materializes in the coming years. As the motorsport community watches these developments, seasoned voices like Brad Keselowski’s highlight both the immediate and future implications of Ram’s return—both as a competitive force and as a sign of evolving interest in NASCAR from top automotive brands.
