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Ram Is Back

1. Ram returns to NASCAR after 13 years, introducing a new race truck. 2. 40% of NASCAR fans are truck owners, increasing Ram's market engagement. 3. Ram's 'Ram-Demption' campaign promotes NASCAR connection and upcoming models. 4. Company plans 25 product announcements over 18 months to boost brand visibility. 5. Reintroduction of the 5.7-liter HEMI V-8 enhances Ram's performance lineup.

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Why Bullish?

Ram's NASCAR return and new products could drive sales and brand loyalty, similar to historical returns in motorsport boosting automotive sales. For example, Ford's performance in NASCAR often correlates with increased truck sales.

How important is it?

The article signifies a major strategic shift for Ram, impacting its parent company STLA's market presence significantly.

Why Long Term?

This strategic return positions Ram favorably for future market growth impacting STLA long-term, evidenced by past NASCAR returns boosting brand perception over several years.

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Ram will join the field for the 2026 NASCAR CRAFTSMAN Truck Series, ending a 13-year break. Today, the brand unveiled a new Ram 1500 concept race truck that previews the design for next year. Returning to the racetrack marks a major milestone, part of a pedal-to-the-metal drive for Ram that covers 25 product announcements over 18 months.The news of Ram's return to NASCAR was officially announced by Tim Kuniskis, CEO of Ram brand, during a live NASCAR event at the Michigan International Speedway this weekend. Jaw-dropping moments included a Ram 5500 hauling a custom trailer built specifically for smoky donuts, courtesy of Ram's NASCAR concept truck. Anderson Silva, Hall of Fame MMA icon, took to the track to shoot HEMI®-branded T-shirts into the crowd."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."Joining the CRAFTSMAN Truck Series, in a way that only Ram can, is a natural, strategic move for the brand, as more than 40% of NASCAR fans are truck owners. The popular and competitive race series gives Ram a high-performance showcase as it launches a series of exciting and capable new trucks."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. "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."Ram 1500 NASCAR ConceptThe Ram 1500 concept race truck unveiled today was molded by the Ram design team. The concept resembles a production truck, adopting elements from the Ram Truck Sport lineup (Warlock, Rebel and RHO), but honed with an aerodynamic signature to slip through the air efficiently, yet with enough airflow to cool a race engine that revs over 9,000 rpm. Body lines around the fenders and grille carry a familiar appearance, framing a large Ram logo that separates this truck from the pack.The one-off body design is covered by a two-tone Gloss Black canvas with Molten Red lower. The Ram design team created an impactful and exciting livery that complements the visual emotion of Ram's design DNA and highlights Direct Connection and Symbol of Protest logos. Mopar's Direct Connection aftermarket unit is adding performance options for Ram trucks and earns prominent signage on the concept race truck."There will be more details on our NASCAR CRAFTSMAN Truck Series program later this year," added Kuniskis. "We are undoubtedly having fun with this project, and I truly look forward to sharing information on our team and how getting back on track relates to the future of Ram performance."In conjunction with the news, the brand showed off its "Ram-Demption" campaign, featuring Kuniskis behind the wheel of Ram's NASCAR concept truck at Darlington Raceway in South Carolina, with the iconic Goodyear Blimp and jets flying overhead. Different versions of the "Ram-Demption" video include 60-second, 30-second and 15-second spots that will run across NASCAR media and the Ram brand's social media channels, plus a long-form video running on www.ram.com and on YouTube. "Ram-Demption" was created in partnership with Argonaut agency.Ram's racing news is part of a power celebration that includes a popular demand return of the 5.7-liter HEMI V-8, as orders open for the engine's availability in the 2026 Ram 1500.Ram exited factory support of NASCAR's CRAFTSMAN Truck Series in 2012 after a 17-year run and focused on launching the new 2013 Ram 1500. Ram's return is one part of a strategy to build on the greatest variety of sport trucks and off-road enthusiast trucks the brand has ever offered.Ram boasts a rich history of performance trucks, including the Power Wagon, SRT10 Viper Truck, TRX, RHO, Rumble Bee, Little Red Express and Warlock.In 2004, a Ram SRT-10, piloted by NASCAR driver Brendan Gaughan, set a Guinness World Record for the world's fastest production truck with an average speed of 154.587 mph (248.784 km/h) at the Stellantis Proving Grounds in Chelsea, Mich. Ram BrandRam offers a full lineup of pickups and commercial vehicles; the Ram 1500, 2500/3500 Heavy Duty, 3500/4500/5500 Chassis Cab and ProMaster vans.The Ram Light-Duty and Heavy Duty pickups are considerably improved for 2025 and offer new products in the fastest growing segment within the pickup space—Sport Trucks. Ram introduced the largest variety of off-road performance trucks the brand has ever offered, including the new Ram 1500 RHO with more horsepower per dollar than any other performance off-road pickup.In the commercial business, Ram is launching the new 2025 Chassis Cab line with improvements to help customers and upfitters. Ram Professional is making considerable changes in process, execution and resources with a focus on commercial offerings, dedicated B2B-focused expertise, and sales and service support, which are critical to growing in this segment.Ram continues to outperform the competition, setting the benchmark in the most important areas for truck buyers:

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