‘Race For The Seat’ Reality Show To Decide Who Drives For Ram’s NASCAR Team
Ram’s return to the NASCAR Truck Series in 2026 is a five-truck assault led by its factory team partner, Kaulig Racing.
Brendan Queen, Daniel Dye and Justin Haley will drive three of the trucks, while a fourth will feature a different “Free Agent” driver at each race.
Ram has now revealed that the fifth driver will be decided by a new reality competition show it is launching in partnership with Dana White and Thrill Sports Productions.
“Race for the Seat” will pit 15 drivers against each other in a variety of vehicles over eight episodes shot at several track’s including Virginia’s South Boston Speedway oval and the Virginia International Raceway road course.
“We promised Ram would approach NASCAR differently — and ‘Race for the Seat’ is proof. Sometimes raw talent isn’t enough. Many successful careers start with an opportunity, a lucky break — or in my case, a good old-fashioned kick in the ass,” Tim Kuniskis, CEO of Ram said in a news release.
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The show is modeled after UFC’s “The Ultimate Fighter” and premieres on Fox network on Sunday, Jan. 25 at 12 p.m. ET. Later episodes will air on FS1 and Ram’s YouTube channel through Feb. 6, when the winner is will be announced a week before the first Truck Series race of the season at Daytona.
The names of the 15 competitors will be revealed during the first episode, but they are all experienced racers and Ram released an image of them, so have fun identifying them yourself. Ram says the show will offer a look at the driver’s lives as well as “the business, strategy, and heart of racing.”
Ram is returning to NASCAR for the first time since 2012 and the racing program is directly tied to a brand revival that is underway led by the reintroduction of V8 engines into the Ram 1500 lineup.
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Ram delivered 374,059 pickups in 2025 which was flat from the prior year, but down from an all-time high of 633,694 when it outsold the Chevrolet Silverado lineup to finish second behind Ford.