The Road to the Cup: Ram's NASCAR Return Starts With Trucks

A motorsports frenzy is sweeping through Detroit, with every major player diving in headfirst. As Cadillac, Chevrolet, and Ford battle worldwide from F1 to Le Mans, another iconic name is rejoining the American fray: Ram. The Stellantis truck brand is making a strategic and splashy return to NASCAR's Craftsman Truck Series, marking the start of a calculated journey with the sport's top prize firmly in its sights.

The roar of American V8 engines is echoing through Detroit's boardrooms once more. With global racing programs flourishing for Cadillac, Chevrolet, and Ford, the spotlight now swings to Ram. The Stellantis brand is set to compete in the NASCAR Craftsman Truck Series for the first time in over a decade, launching its campaign with racing icon Tony Stewart behind the wheel at Daytona. This move is widely seen as the first deliberate step in a broader plan. Tim Kuniskis, the executive steering American brands for Stellantis and a renowned car enthusiast, openly acknowledges the ultimate ambition: a future entry for Dodge into the premier NASCAR Cup Series.

Kuniskis, who also leads the Ram brand, has made no secret of the goal. “Our full intention is to get to the Cup,” he stated, emphasizing that the truck series is the chosen pathway. “We’re really happy to be able to get in with truck now.” He has playfully challenged industry timelines, suggesting a Cup debut by next year’s Daytona race, a notion many insiders call improbable. Yet, his determination is clear: “I’m not giving up yet.”

Dodge’s absence from NASCAR’s top tier since its 2012 championship season has been notable, especially while its Challenger and Charger models dominated street performance. Meanwhile, rival manufacturers have enjoyed massive television exposure. Ram’s 2026 entry will restore the truck series to four competing manufacturers. Kuniskis explained the strategic pivot, noting that prior efforts focused solely on a Cup return. The realization dawned that the truck series, with its more standardized chassis and engine rules, offered a more accessible re-entry point. “It would be a lot easier to come in through truck first,” he said, “with the full intention to go to Cup.”

This racing return aligns with a broader product shift for Stellantis in North America. After a period focused on electrification and a subsequent sales decline, the company is reaffirming its commitment to the powerful engines its customers favor. Under new leadership, Kuniskis has been tasked with reigniting passion across the lineup, a mission extending directly from showroom to speedway. He has directly addressed past missteps in advertising, promising a renewed focus. For its NASCAR comeback, Ram is partnering with the competitive Kaulig Racing to field a unique five-truck team. The lineup blends established professionals, a “free agent” racing celebrity for select events, and a driver chosen through a new reality television competition.

The choice for the season-opening free agent spot makes a powerful statement: three-time NASCAR Cup champion Tony Stewart. Now a champion drag racer, Stewart’s versatile career and recent distance from NASCAR’s premier series make his recruitment a coup. The idea sparked at a motorsports event last year. “He looked at me and said: ‘Hey, would you be interested in a truck race next year?’” Stewart recalled. After discussing it with his wife, drag racer Leah Pruett, he agreed to the one-off race. Kuniskis has added incentive, promising a standout vehicle prize for the top-performing free agent, a “carrot” that amused Stewart and could lure him back for more races.

For Ram, the core incentive is marketing to a dedicated audience. Kuniskis points to the compelling demographics: millions of passionate NASCAR fans, half of whom drive pickup trucks. This targeted approach follows a challenging period where Ram sales faltered after discontinuing its popular Hemi V8. Kuniskis swiftly reinstated the engine, and sales recovered. The NASCAR program aims to fuel that momentum further.

While the truck series effort is substantial and costly—an endeavor Stewart likened to a monumental challenge—the Cup Series remains the dangling prize. Kuniskis hints that the partnership with a top team like Kaulig Racing hinges on that long-term vision. “We could never get somebody like Kaulig to work with us if we didn't have the sincere intention to try to get the Cup,” he said, careful not to make a formal announcement but leaving no doubt about the destination. The return to the track is just the opening lap in a much longer race.