Ram’s surprise return to NASCAR in 2026 marks Stellantis’ boldest motorsports play yet. After sister brand Dodge exited the sport in 2012. The Ram truck marque, under CEO Tim Kuniskis and newly appointed head of American Brands, has mapped out an aggressive marketing strategy that goes far beyond factory liveries.
The brand’s “Never Stop Being American” commercial. Voiced by UFC’s Dana White, who Ram once sponsored. It teases a crossover of combat-sport star power into stock-car racing. With four manufacturers now vying for supremacy on the grid, Ram’s splashy re-entry promises to shake up the status quo.
Ram’s reality show driver tryouts bring Dana White to NASCAR
Sources tell SBJ that Ram is exploring a reality competition series. Akin to 2005’s “Roush Racing: Driver X,” to audition emerging talent for its 2027 Craftsman Truck Series effort. The concept would put hopefuls through on-track challenges and off-camera trials. With the winner earning a seat in a Ram-branded truck.
Dana White has publicly confirmed it’s “very possible” he’ll lend his UFC-seasoned expertise to the project. And Craig Pilligian, executive producer of “The Ultimate Fighter,” could come on board as well. By blending mainstream celebrity appeal with motorsports grit, Ram aims to unearth fresh talent and generate prime-time buzz, positioning itself as NASCAR’s most innovative newcomer.
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