Ram is officially charging back into NASCAR—and it’s doing it in a way no other truck brand has before. Instead of simply showing up with decals and press releases, Ram is launching an all-new reality competition series called Race For The Seat, a bold, American-style approach that blends grassroots racing, raw competition, and real opportunity.
At its core, Race For The Seat is exactly what it sounds like. Fifteen aspiring drivers from across the country will compete for one life-changing prize: a seat behind the wheel of a Ram 1500 race truck with Kaulig Racing in the 2026 NASCAR Craftsman Truck Series. No gimmicks. No shortcuts. Just pressure, performance, and perseverance.
The eight-episode series is being produced by Thrill Sports Productions and executive produced by Dana White, with hosting duties handled by actor and racing enthusiast Jacob Lofland. Episodes will take viewers to iconic racing venues like Virginia International Raceway and South Boston Speedway, while also pulling back the curtain on the personal stories, sacrifices, and setbacks that come with chasing a racing dream.
“Ram is an iconic American brand, and I’m excited to partner up with them for their new reality series, Race for the Seat,” said White. “This reality show is all about finding up-and-coming drivers and giving them a massive platform. The best always rise to the top in this type of competition. We are going to find the next generation of superstars for the NASCAR truck series.”
For Ram, this isn’t just entertainment—it’s strategy. The brand is reconnecting directly with its core audience: truck owners, racers, and fans who appreciate hard work and earned success. According to Tim Kuniskis, the series reflects Ram’s culture as much as its products.
“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,” Kuniskis said. “What we’re looking for is heart, hustle, attitude, and an insane drive to succeed — someone who lives our ‘Last Tenth’ culture.”
The winner will join Kaulig Racing’s five-truck lineup for 2026, alongside established drivers like Brenden “Butterbean” Queen, Daniel Dye, and Justin Haley. Team owner Matt Kaulig believes the format opens doors that rarely exist in modern motorsports.
“Race for the Seat is a great opportunity for the next generation of drivers to show what they’ve got,” Kaulig said. “Working with RAM to bring this show to life allows us to think differently, push the limits, and give these talented drivers a platform they wouldn’t normally have.”
Race For The Seat premieres January 25 on FOX, with episodes streaming globally on Ram’s official YouTube channel starting January 26. For Ram, it’s not just a return to NASCAR—it’s a BOLD new take to America’s motorsport.
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