Ram's V‑8 Revival
Ram Trucks has posted a 25 percent increase in U.S. sales this year, a gain driven largely by the return of the V‑8 powertrain to its core models. The engine’s resurgence mirrors the brand’s broader effort to re‑establish itself as a performance‑oriented player in a market dominated by electric and hybrid alternatives.
The company’s re‑entry into the NASCAR Craftsman Truck Series marks its first involvement in the sport in more than a decade. Since the program’s launch, Ram‑affiliated teams have posted their strongest results to date, with veteran driver Corey LaJoie and rookie Brenden "Butterbean" Queen breaking into the top‑ten at several events.
Behind the scenes, Tim Kuniskis, head of American brands at Stellantis, has framed the racing effort as part of a larger playbook that blends technology transfer, marketing momentum and employee morale. The approach echoes General Motors’ post‑bankruptcy strategy, when a rapid infusion of motorsports participation helped reshape the company’s image.
Kuniskis recently visited the company’s Auburn Hills headquarters with a contingent of drivers, including Justin Haley and the emerging talent Timothy "Mini" Tyrrell, to showcase the new V‑8 models and discuss the brand’s long‑term vision. Their presence underscored a growing alignment between the automaker’s engineering ambitions and its racing program.
The newly launched Rumble Bee street‑truck lineup illustrates how the racing DNA is being translated into consumer products. By infusing showroom vehicles with the aggressive styling and performance ethos of the NASCAR trucks, Ram hopes to capture a younger, enthusiast‑driven segment of the market.
While Ram is still catching up to established rivals such as Ford, Chevrolet and Toyota in the series standings, the rapid progress of Kaulig Racing’s five‑truck operation — built in months rather than years — suggests that the brand’s momentum may be difficult to ignore.
Drivers such as Tony Stewart, Travis Pastrana and Mark Reuss have publicly praised Kuniskis’s hands‑on leadership, noting that the executive’s passion for both the road and the track has helped foster a culture of competition and innovation across the organization.