Ram Introduces Race for the Seat as a New Path to NASCAR

Ram presents Race for the Seat, a reality series where 15 drivers compete for a place with Kaulig Racing in the 2026 NASCAR Craftsman Truck Series.

Ram is making its official return to the NASCAR Craftsman Truck Series, and it is doing so in an unconventional way. Instead of a traditional driver announcement, the brand is launching Race for the Seat, a reality competition series in which 15 aspiring drivers compete for a real spot with Kaulig Racing in the 2026 season.

The project is structured as an eight-episode series that blends competitive racing with documentary-style storytelling. Contestants face a series of challenges and on-track battles, racing not only for results but for recognition from team leadership. Filming took place at well-known American circuits, including Virginia International Raceway and South Boston Speedway, with the show offering viewers access to the personal struggles, setbacks, and determination that define the climb toward professional motorsports.

The series is executive produced by UFC CEO Dana White, whose involvement signals a familiar talent-discovery format adapted for stock car racing. Alongside him, Ram CEO Tim Kuniskis and Kaulig Racing owner Matt Kaulig provide behind-the-scenes commentary, discussing strategy, business decisions, and the qualities that matter beyond raw speed when building a racing career.

The winner of Race for the Seat will earn a place in one of Kaulig Racing’s five Ram 1500 trucks for the 2026 NASCAR Craftsman Truck Series. Three drivers on the lineup are already confirmed, one entry is reserved for a rotating free-agent program, and the final seat is dedicated exclusively to the show’s champion. As a result, the television competition is directly integrated into the team’s competitive structure rather than existing as a standalone media project.

Race for the Seat will premiere in the United States on January 25, 2026, on FOX, with subsequent episodes available for free on the show’s official YouTube channel and on FS1. For Ram, the series represents more than a media experiment—it is a visible part of the brand’s long-anticipated return to NASCAR, aimed at engaging a core truck audience while showcasing the next generation of Ram race trucks.