Chris Rice Outlines Bold New Era for Kaulig Racing as Ram Returns to NASCAR Truck Series
A new manufacturer era is coming to the NASCAR Craftsman Truck Series, and Kaulig Racing will be at the center of it. During a special session of Race Industry Week, hosted by EPARTRADE, Chris Rice, CEO of Kaulig Racing, detailed the organization’s ambitious plans to lead Ram’s return to NASCAR with a five-truck program in 2026.
Speaking on a live video link between shop visits and meetings, Rice described a whirlwind “off-season” that has become the busiest stretch in Kaulig’s history.
“We’re very busy and very blessed to have Ram back in the sport,” Rice said. “We’re building our first Ram truck, standing on our own now, building our own bodies. We’re a little behind, but everything’s going great.”
From First Meeting to Full Manufacturer Return
Ram’s comeback has been years in the making. Kaulig Racing entered the picture after Ram and Stellantis began early discussions with NASCAR and explored concepts for bringing a new truck nose and tail to the series.
Rice, team owner Matt Kaulig, and executive Ty Norris traveled to Auburn Hills for what Rice calls one of the most impactful meetings of his career.
“Our first meeting was probably one of the best I’ve ever sat in,” Rice recalled. “We went in and shared our vision, how Matt Kaulig operates, how we do things as a company. We didn’t know it at the time, but it just fit their mold.”
What began as a conversation about possibly three trucks quickly evolved: three became four, four became five full-time Rams.
Ram’s leadership, including Tim Kuniskis and Nate Merlo, pushed the project forward rapidly — to the point where, as Rice remembers, he was suddenly on a Zoom call working through contract details and legal language.
“They’re going to change the way OEMs do marketing, I can guarantee you,” Rice said. “Nothing Ram is doing is ‘the normal NASCAR way,’ and I absolutely love that.”
Two OEMs, One Campus, and a Whole New Level of Independence
Kaulig Racing will continue to field Chevrolets in the NASCAR Cup Series, while Ram will power the team’s truck operation — all under the same roof at the team’s Welcome, North Carolina campus.
That dual-manufacturer model creates both opportunity and pressure.
“We’re our own race team now in every sense,” Rice explained. “We’re mounting our own bodies on our Cup cars and on our trucks. We’ve got to do our own thing. It’s like starting fresh and new.”
Rice expects “five or six tough months” on the Cup side while the organization transitions to more in-house work, but he views it as a necessary step toward long-term strength and flexibility.
“We are the OEM now,” he told his staff during a recent internal meeting. “We’re the guys and girls. We’re the people. We’re not just getting services from someone else — it’s us.”
Rapid Growth: From 12 Employees to a Major Motorsports Business
The Ram program has accelerated Kaulig Racing’s transformation from a plucky upstart into a full-scale, multi-division motorsports business.
When the team launched nearly 11 years ago, Rice began with 12 employees. Today, nine of those original 12 are still with the company, a retention point he’s extremely proud of. Now, Kaulig Racing’s workforce has grown to more than 140 people, with additional hiring underway.
“We’ve had so many resumes come in we had to start a separate email just for them,” Rice said. “Now the challenge is training. Some people come in experienced, but a lot don’t — and that’s okay. We’ll coach them up.”
Kaulig has also formalized its front office and competition structure:
- Chris Rice – CEO
- Ty Norris – Chief Business Officer
- Lenny Chandler & Justin Cox – Operational leadership inside the shop
- Mike Cook – Competition Director, Cup
- Competition Director, Trucks – To be announced
- Vice President of Competition – Position currently being sourced
“Our business has become a full-blown company,” Rice said. “I started pushing a broom, building shocks, being a crew chief. Now I’m learning how to manage 150 people. The day you quit learning is the day you need to retire — and I’m not there.”
Five Rams, Big Names and Bigger Ideas
Kaulig’s five-truck Ram stable will feature a mix of established talent, rising stars, and a unique new approach to driver discovery and fan engagement.
Three drivers are already confirmed:
- Justin Haley – Returning to Kaulig Racing, now in a Ram truck
- Daniel Dye – Promoted into a Ram after time in Kaulig’s Xfinity (soon O’Reilly Auto Parts) program
- Tab “Butterbean” Queen – Late model ace and ARCA standout from Southern Virginia
“We’re proud to have Justin back,” Rice said. “He’s part of our family and I think he’s got a little chip on his shoulder — we love that. Daniel’s been in-house for two years and I’m pushing him hard to show everyone how good he can race. And Butterbean is a great racer who’s earned a shot to show his talent at this level.”
The remaining two trucks will be structured very differently:
A Rotating “Who’s In It This Week?” Ram
One truck will feature a rotating roster of drivers throughout the season — a concept designed to keep fans guessing and generate ongoing storylines.
“The Monday before the race, people will be asking, ‘Who’s driving that Ram this week?’” Rice said with a grin. “It’ll probably leak in our little world, but in the bigger world it’ll be fun to follow for 25 weekends.”
A Driver Development Search for the “Next Superstar”
The fifth Ram will serve as a driver development and discovery platform, with content and activation built around finding the next breakout talent.
“We’re taking that truck and looking for the next superstar,” Rice said. “What Ram is doing with that program is over the top. People will be talking about it for years. It’s not something they’ve ever done before, and I’m glad Matt Kaulig allows us to be that bold.”
Chasing More Than Trophies: The Manufacturer’s Championship
While driver and owner championships remain essential, Rice made it clear that Kaulig’s Ram program has an additional, overarching target.
“We’re racing for something people don’t even think about — the manufacturer’s championship,” he said. “In 2026, we’ll be the only Rams in the field. If we can even come close to a manufacturer’s title with trucks built out of our shop, it would be huge for our people and for Ram.”
Heart, Culture, and the Voice on the Radio
Beyond the technical and business details, Rice’s leadership style continues to define Kaulig Racing’s culture. Known for his emotional, energizing presence on team radios, he tailors his approach to each driver and situation.
“My mom always told me, ‘Feed into the person,’” Rice said. “You can’t criticize someone if you’ve never walked in their shoes. I try to put myself in our drivers’ shoes, our race directors’ shoes, even TV booth shoes — what do they see? How can we give them more?”
He also uses his platform — in the garage and on social media — to deliver a wider message.
“Don’t ever give up. You can do it,” Rice said. “Change somebody’s life. That’s something I live by. I’ve been fortunate to have people like Matt Kaulig and our partners change mine. Now it’s my turn to pay that forward.”
About Kaulig Racing
Kaulig Racing is a championship-winning NASCAR organization founded by entrepreneur Matt Kaulig. Headquartered in Welcome, North Carolina, Kaulig Racing has collected victories across the NASCAR Cup and Xfinity (soon O’Reilly Auto Parts) Series and now enters the NASCAR Craftsman Truck Series as the exclusive Ram partner for 2026. Built on a culture of positivity, innovation and aggressive growth, Kaulig Racing continues to expand its footprint across multiple NASCAR divisions while delivering value to fans, partners, and manufacturers.
