Ram will make its return to NASCAR next year in the Truck Series, a move that the Stellantis-owned brand sees as the first step toward starting a stock car program in the top-tier Cup Series.
After leaving NASCAR following the 2012 season, Ram will compete in the Truck Series, where it will face off against Ford, Chevrolet, and Toyota.
This marks Ram as the first new manufacturer to join NASCAR at a national level since 2007.
Tim Kuniskis, CEO of Ram, shared this news about NASCAR on Sunday before the Cup race at Michigan International Speedway. Kuniskis has ambitious goals and plans; he has promised to announce 25 new products over the next 18 months.
He stated that Ram will enter its trucks with a strong strategy aimed at shaking things up.
“We’re going to approach it differently than anyone else,” Kuniskis explained. “The reason we’ve been away from NASCAR for 12 years is because it’s a tough business decision due to return on investment.
But now that we’re back—nothing stops Ram—and with our Hemi engine returning and other surprises we have planned, it makes complete sense for us to re-enter this space.”
Kuniskis also mentioned that Ram aims to reach NASCAR’s estimated fan base of 20 million and grow it to between 80 and 100 million.
“We have a strategy in place. We understand how we’re going to execute it. We believe we have a clear route to achieve our goals.
We think people will enjoy our approach because it’s going to be exciting,” he mentioned.
“I’m not ready to reveal all the specifics just yet, but I did tell you that the experiential part will only be a small piece of what we’re doing. It’s going to get even wilder from here.”
Ram kicked off their announcement by using the Cup race at Michigan, which is located just 90 minutes from Detroit, the heart of the automotive industry. Before Sunday’s race began, Ram showcased its truck on the frontstretch.
Kuniskis expects to have four to six trucks participating at Daytona for the season opener next February.
John Probst, who is NASCAR’s senior vice president and chief racing development officer, noted that Ram might not be the first new manufacturer announced since discussions are ongoing with other brands as well.
The last time NASCAR welcomed a new manufacturer into the Truck Series was in 2004 with Toyota.
“We’re thrilled that they [Ram] are interested in joining the Cup Series,” Probst said about Stellantis. “I don’t want to say anything too soon, but I can say we are very close with another [manufacturer]. Additionally, there’s one or two others where we’re still in earlier talks.
“We all recognize that when a [manufacturer] decides to join NASCAR, it’s a significant commitment for them. It’s not something they take lightly.”
