This Ram Race Concept Is More Than Just Eye Candy | Carscoops

      Ram is making a dramatic return to NASCAR next year with fan-driven excitement and an eye-catching truck.

      The brand is rejoining NASCAR after exiting the Craftsman Truck Series in 2012. They have revealed a race truck concept, which hints at their comeback in 2026.

      Ram is redefining fan interaction and is focusing on a spectacle-driven approach.

      The company is intensifying its performance commitment by announcing a return to NASCAR shortly after reintroducing the Hemi V8 engine. They will be competing in the Craftsman Truck Series again in 2026 after a 14-year hiatus.

      As part of the launch, Ram presented a race truck concept that showcases next year’s model. It features a production-inspired front design that incorporates elements from their Sport Truck lineup, which includes the Rebel, RHO, and Warlock.

      Although Ram shared few details, the truck has a broad grille flanked by fake headlights, complemented by a sleek bumper and a pinned hood.

      While the front end is reminiscent of the production model, the rest of the concept is less convincing as it resembles a small single cab pickup with a covered bed. The design also includes flat-sided bodywork, a side-exiting exhaust, and a sizable spoiler.

      The truck is adorned with a Gloss Black and Molten Red color scheme that features Direct Connection branding along with a visible “Symbol of Protest.” This symbolizes the Hemi V8, although the concept has a racing engine capable of revving over 9,000 rpm.

      Inside, the cabin is quite minimalist, featuring a removable steering wheel and a carbon fiber racing seat, along with toggle switches and a simple instrument panel that includes a large tachometer. There’s also a roll cage and a Safecraft fire extinguishing system.

      Ram Is Counting on NASCAR to Boost Sales

      During a media event in Michigan last week, Ram CEO Tim Kuniskis acknowledged that NASCAR has historically faced challenges in ROI. However, he sees a significant opportunity given that over 40% of NASCAR fans are truck owners.

      He aims to enhance the popularity of NASCAR and boost its viewership. While Kuniskis kept details under wraps, he mentioned that the sport boasts approximately 20 million fans, with potential for substantial growth.

      To capture attention, the brand is heavily investing in spectacle. A prime example is a Ram 5500 towing a custom trailer on which the race concept will be executing donuts.

      Ram is also reimagining fan engagement by moving beyond traditional displays of a few vehicles. They plan to introduce a rideable Symbol of Protest, essentially a mechanical bull. If participants can hold on until the 'redline,' they will win a free t-shirt.

      More information will emerge in the coming months, but Kuniskis stated, “For over a decade, customers and our dealer network have expressed interest in our return to NASCAR. Now we have a robust plan that will differentiate us from the competition and bring renewed interest and engagement to America’s Motorsport.”