15 Drivers, 10 Challenges, 1 Dream: Ram’s Reality Show Will Decide a 2026 NASCAR Ride

Ram Trucks is bringing a bold new twist to NASCAR.

On Friday, the manufacturer unveiled its plan for the fifth and final seat in its 2026 NASCAR Craftsman Truck Series lineup, announcing that a full-season ride with Kaulig Racing will be awarded to the winner of a brand-new reality television competition titled “Race for the Seat.”

Promoted under the tagline “15 Drivers. 10 Challenges. 1 Seat,” the eight-episode series will debut Sunday, Jan. 25 on FOX, with additional episodes streaming on Ram’s official YouTube channel through Feb. 6. The eventual winner will earn a spot in one of Kaulig Racing’s five Ram-backed Truck Series entries when the manufacturer officially returns to NASCAR competition.

That debut will take place at the Craftsman Truck Series season opener on Feb. 13 at Daytona International Speedway (7:30 p.m. ET on FS1).

Reality TV Meets Motorsports

The project will be executive produced by UFC CEO Dana White and Thrill Sports Productions, blending motorsports with a competitive reality-show format. Commentary throughout the series will feature White, Ram CEO Tim Kuniskis, and Kaulig Racing principals Matt Kaulig and Chris Rice.

The competition will test drivers across multiple disciplines at renowned venues such as Virginia International Raceway and South Boston Speedway, evaluating not just speed, but adaptability, pressure handling, and overall racecraft.

“We promised Ram would approach NASCAR differently — and Race for the Seat is proof,” Kuniskis said in a statement. “Sometimes raw talent isn’t enough. Many careers start with an opportunity, a lucky break — or in my case, a good old-fashioned kick in the ass.”

Kaulig Racing’s 2026 Truck Lineup Takes Shape

With the announcement, Kaulig Racing’s inaugural five-truck Ram operation for 2026 is now complete.

• Brendan “Butterbean” Queen will pilot the No. 12 Ram 1500 full-time

• Daniel Dye will drive the No. 10

• Justin Haley will campaign the No. 16

A fourth entry, the No. 25, will rotate drivers throughout the season via Ram’s Free Agent Driver Program, while the fifth truck — No. 14, as shown in promotional material — will be reserved exclusively for the “Race for the Seat” champion.

Ram’s Return to NASCAR

Ram officially announced its return to NASCAR on June 8 at Michigan International Speedway, pledging a fresh and aggressive approach to the sport. The automaker later confirmed its partnership with Kaulig Racing on Aug. 23, outlining plans for a five-truck Craftsman Truck Series operation in 2026.

With Race for the Seat, Ram is now backing up that promise — turning NASCAR’s newest opportunity into a nationwide competition that blends entertainment, ambition, and a once-in-a-lifetime shot at racing’s big stage.