Ram Initiates Marketing Campaign
### Ram's Return to NASCAR and Brand Promotion Strategy
Ram, a brand under Stellantis, is making a comeback to NASCAR after a 13-year absence, aiming to rekindle its connection with fans of the popular racing series. This return, initially focusing on the Craftsman Truck Series, could potentially expand to the top-tier NASCAR Cup Series as early as 2027 or 2028 [2][3][4]. The brand's decision to rejoin NASCAR is part of a broader strategy to revitalise its image by blending heritage with modern innovation [1][4].
In line with this strategy, Ram has unveiled a new TV commercial titled "Never Stop Being American," narrated by UFC's Dana White. This advertising campaign reflects Ram's ambition to make a bold and distinctive mark in NASCAR, leveraging crossover celebrities to boost mainstream appeal [3][5]. The campaign underscores Ram's commitment to showcasing American values and performance, which will be central to its NASCAR branding.
Ram's strategy includes several innovative initiatives. One such idea is a reality TV show where drivers compete for a NASCAR ride, which could involve Dana White. Such a show would generate excitement and attract new fans [3][5]. The brand is also exploring partnerships with celebrities to tap into wider audiences, aligning with its broader marketing strategy [5].
As part of its return to racing, Ram has a truck ready for competition. The brand is also bringing back the iconic Hemi V-8 engine to its light-duty pickup lineup. Additionally, Ram plans to make more than 25 new product announcements or model releases between now and the end of 2026 [2].
The focus on the consumer side of the business has seen U.S. retail sales, excluding fleets, trending towards a 25% gain year-over-year by the end of 2025 [1]. The new marketing effort is part of a strategy to maintain strong momentum in the U.S. retail market.
While details are still emerging, Stellantis has plans for a car entry in the NASCAR Cup Series. However, the racing plans are not yet fully developed [4]. Ram's aim is to quadruple its NASCAR audience to 80 million people, with advertising on broadcasts and at tracks just ahead of the start of each race [1].
Despite the lack of specific information about a "donut trailer" initiative related to Ram's NASCAR return or brand promotion strategies, the brand's return to racing and its innovative marketing efforts are set to make a significant impact in the world of NASCAR.
- Ram's strategy in NASCAR reaches beyond the racing industry, aiming to collaborate with celebrities in the finance and entertainment sectors, such as UFC's Dana White, to boost mainstream appeal in the automotive business and beyond.
- As part of Ram's overall business strategy, the brand is strengthening its presence in the finance sector by focusing on strong retail sales growth in the United States, targeting a 25% year-over-year gain by the end of 2025, and expanding its partnerships with key players in the transportation industry.
