Ram Trucks and Kaulig Racing are traveling an unconventional route to fill the final seat for the latter's entries in the NASCAR Craftsman Truck Series.
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Per Ram Trucks, a full-season ride with Kaulig Racing will be awarded to the winner of a reality-based competition.
Billed as "15 Drivers. 10 Challenges. 1 Seat," the "Race for the Seat" program will debut January 25 on Fox. Ram's YouTube channel will air other episodes through February 6.
Brendan Queen (No 12), Daniel Dye (No 10) and Justin Haley (No 16) are expected to drive the trucks fulltime, with the fourth truck (No 25) being operated by a rotating group of drivers. The fifth will be decided over a series of 10 challenges, with the winner then taking the wheel of the No 14 RAM 1500 for Kaulig Racing on February 13 at Daytona International Speedway.
"We promised Ram would approach NASCAR differently – and 'Race for the Seat' is proof," Ram CEO Tim Kuniskis said in a news release. "Sometimes raw talent isn‘t enough. Many successful careers start with an opportunity, a lucky break – or in my case, a good old-fashioned kick in the a–."
UFC CEO Dana White and Thrill Sports Productions will serve as the executive producers of "Race for the Seat."