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.

As the fourth manufacturer joining the fray, Ram’s shaking up a grid that’s been dominated by three players for over a decade. This isn’t just about trucks racing. It’s about pushing the sport forward with more competition and maybe even some tech upgrades we haven’t seen yet.

The brand’s “Never Stop Being American” commercial is 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.

As an X post by Adam Stern confirmed, 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.

.@RamTrucks has considered doing a reality show of drivers trying out for a ride with its new @NASCAR program, and @DanaWhite confirmed he could get involved if the project comes to fruition.

➡️ The concept is similar to the old “Roush Racing: Driver X.” https://t.co/HGVGeR2hMU

— Adam Stern (@A_S12) July 10, 2025

Now, Dana White’s no stranger to turning niche sports into must-watch events, and his potential role here has folks buzzing. The guy who made UFC a household name could bring that same magic to NASCAR, blending high-octane action with stories that keep you glued to the screen. Sure, it’s still in the planning stages; nothing’s set in stone. But if Ram pulls this off right, it could be a win for the sport and their trucks alike. Execution’s the key, and we’re all waiting to see how this plays out.

Dana White’s potential impact on NASCAR

Let’s talk about what Dana White could mean for NASCAR; it’s big. This isn’t just some celebrity cameo. White’s got a track record of building stars from scratch in the UFC. Imagine him doing that for drivers, turning them into names you’d recognize even if you don’t follow racing. His knack for storytelling and promotion could make NASCAR drivers feel more like the heroes fans can root for, bridging that gap between the track and the living room in a way we haven’t seen before.

Money talks, and White’s got plenty of it; his $500 million net worth isn’t just a number. It’s proof he knows how to make a sport profitable. He could bring fresh sponsors into NASCAR, maybe even spark some UFC-NASCAR crossover events that get both crowds hyped. But here’s the catch. NASCAR’s got soul, grit, tradition, and the roar of the engines, and White’s flash could risk overshadowing that if it’s not handled with care. Fans like us want growth, not a total makeover.

On the flip side, Stellantis isn’t skimping on this comeback. Their cash injection into Ram’s NASCAR program signals they’re serious about making waves. Think better-funded teams and tracks that look sharper than ever. It’s not just about one show or one season. It’s about setting up a fiercer, more thrilling NASCAR down the road. That’s the kind of future we can all get behind.