Ram Reality Show To Pick Its NASCAR Truck Series Driver, Report Says
Ram’s return to NASCAR may be about to get real. Ram is planning to launch a NASCAR Truck Series program in 2026, but it still needs teams and drivers to do it with.
While the teams have not yet been confirmed, Ram may launch a reality show-type competition to pick at least one of the drivers, a new report says.
Ram hasn’t announced the project, but sources tell Sports Business Journal it is under consideration and UFC owner Dana White confirmed that he’s interested in getting involved as a producer if it gets the green light.
Ram CEO Tim Kuniskis said he’d like to see at least four Ram trucks in the field next year, but that six would be preferable, with a two-truck effort the bare minimum for the project.
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Teams with strong manufacturer ties often bring in drivers from the automaker’s development programs.
The existing driver selection process at Roush Racing (now RFK Racing) was chronicled on a Discovery Channel show called “Roush Racing: Driver X” in 2005, but it wasn’t an open competition and featured drivers who were already in its development pipeline.
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It’s not clear what the pool of contestants would be for the Ram show as it does not currently have a stock car racing program.
Ram’s sister company Dodge has held a few reality competitions recently, however, including the Chief Donut Maker and Badassador competitions that chose brand ambassadors for its marketing efforts.
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Ram’s return to the NASCAR Truck Series is expected to be followed by Dodge entering the NASCAR Cup Series, but likely no sooner than 2028. Dodge’s last factory effort ended in 2012 as Brad Keselowski won the championship for Roush Fenway Racing, which is now a Ford team.