Ram Trucks is tapping into America’s patriotic pulse with a thunderous new marketing push and a tagline designed to stick: “Nothing Stops Ram.” The brand’s fresh identity debuted last week with the bombastic launch of its new campaign, “Never Stop Being American,” coinciding with the highly anticipated return of the legendary 5.7-liter HEMI V8 to the 2026 Ram 1500 lineup.
The 60-second ad, which premiered to significant fanfare, features a red-white-and-blue spectacle complete with a reimagined version of The Star-Spangled Banner by blues rocker Kenny Wayne Shepherd. The spot opens with archival Apollo space program footage and crescendos into high-octane scenes of American adventure — from dirt bike riding and bull wrangling to a cheeky glimpse of George Washington behind the wheel of a Ram. Narrated by UFC president Dana White, the commercial builds to a climactic message:
“Never, ever, ever stop being American. Nothing stops America, and nothing stops Ram.”
The new slogan replaces the former “Built to Serve” motto, and signals a more assertive tone in Ram’s branding. Critics may call the ad overly theatrical, but Stellantis Global CMO Olivier Francois sees a grander purpose.
“This campaign is an ode to America — its people, its culture, and time-honored traditions,” said Francois. “We’re entering an epic year for the brand. With the HEMI V8’s comeback, Ram’s return to NASCAR, and the road to America’s 250th birthday, Ram will be front and center in the celebration as the exclusive truck partner.”
The Return of a Legend: 5.7L HEMI V8
Ram’s latest move isn’t just about flag-waving sentiment — it’s also about giving gearheads what they’ve been missing. The revered 5.7-liter HEMI V8, producing 395 horsepower and 410 lb-ft of torque, will be available across a broad swath of trims including the Big Horn, Express, Laramie, Limited, Longhorn, Rebel, Tradesman, and Warlock.
Starting this summer, buyers can opt for the returning V8 at a $1,200 premium over standard configurations. It will join the base Pentastar V6 and the punchy Hurricane twin-turbo inline-six, which is offered in 420-hp and 550-hp variants.
A Patriotic Power Play
With a blend of nostalgia, muscle, and unapologetic American flair, Ram’s new strategy is a calculated bet on heritage and heart. While some may question whether the campaign’s tone borders on cliché, it’s undeniably geared to connect with Ram’s core audience — truck buyers who value toughness, tradition, and torque.
Whether this high-octane approach will resonate beyond Ram loyalists remains to be seen. But one thing’s certain: with V8s roaring and star-spangled banners flying, Ram isn’t just back — it’s making a statement.
Source: Stellantis
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