It was a huge deal when RAM finally returned to NASCAR earlier this year. In addition to fielding a competitive team, the Stellantis-owned truck maker launched the Race for the Seat reality TV series, in collaboration with Thrill One Sports & Entertainment, co-owned by Dana White. 

On the Door Bumper Clear podcast, Chris Rice, the president of Kaulig Racing, went into detail about the show's origins and production challenges. He mentioned having a surprise meeting with Craig Piligian, the founder of Lionsgate, after a text from the Head of Brand Marketing at Stellantis. Piligian then proposed a reality show concept involving 15 race trucks in Las Vegas. 

“So, this guy shows up, and his name is Craig Piligian. He started Lionsgate. Do you know what Lionsgate is? They walked in with the same setup you have here and said, ‘Hey, we need 15 race trucks. We're going to Las Vegas for a reality TV show.’ I looked at him and said, ‘No, you're not. We don't have one.’ 

"Another thing is that we couldn't test them. He was shocked and just a month and a half before the show started, he balled up the plan and threw it aside, saying, ‘What are we going to do?’

"I felt a cold sweat coming on. Ty (Norris) and I were sitting there, and I said, ‘First thing is, let me text my mom. I need five racetracks. Can you help me with this?’ We spent two and a half hours figuring out how to get the drivers where we needed them.”

Rice then added on the podcast that they modelled the competition after dirt racing, using heat races, bracket systems, and a strict points-based system to ensure fairness and transparency. He also mentioned the team working 20 hours a day for 15 straight days to complete the filming. 

The show eventually proved to be a marketing success, as Chris Rice was told the show went on to garner over 30 million views. It was a competition between 15 aspiring racers for a spot in the Kaulig team in the Truck Series. Mini Tyrrell won the show and took his place in the No. 14 Truck.

The competition also doubled up as a marketing and promotional activity for RAM’s return to NASCAR. 

Chris Rice feels engine development is the biggest hurdle in Dodge’s return 

Speculations around a potential Dodge comeback in the Cup Series have heightened in the last few weeks. Rice discussed this issue as well on the podcast. On being asked about a 2027 return on the grid, he said that there are specific technical and logistical hurdles that must be overcome. 

According to Rice, the primary obstacle for Dodge re-entering the Cup Series is the lack of an engine development programme. He then explained that work on engines is indeed underway, but reiterated that it won’t be as easy. 

“Are we working through it? I actually had a call earlier that was focused on engines when we were preparing for the race. That's what the vibration was about; I have to meet with them this afternoon. Engines are indeed the problem. 

"More manufacturers in the mix would be great for selling cars. But the engine remains the issue. Many people have reached out, saying they can build an engine, but it’s not that easy,” he said. 

He also cited the example of why the brand originally left the sport in the first place, when Team Penske switched to Ford. This meant there was no team left that could build Dodge engines in the Cup Series. 

Even Denny Hamlin recently echoed this on his own podcast, when he wondered whether Dodge would build the engines themselves or outsource it.

Though the manufacturer is eyeing a 2027 Daytona 500 return, until the engine issue is resolved, their comeback is more of a possibility than a certainty for now.

Read more at Daytona Racing Digest 

Written by

Aaradhya Singh

Edited by

Suyashdeep Sason