Dodge Re-Enters NASCAR Cup Series for 2027

Dodge’s factory-backed return to NASCAR’s premier division provides Canadian Stellantis dealers with high-visibility motorsport marketing to drive showroom muscle car sales.

Stellantis announced at the 2026 SEMA Show that Dodge will return to the NASCAR Cup Series for the 2027 racing season, fielding a two-car factory programme alongside Kaulig Racing. Competing with Dodge Charger bodywork, the move ends a 14-year hiatus dating back to 2012 and introduces a fourth original equipment manufacturer alongside Chevrolet, Ford, and Toyota for the first time since 2007.

For Canadian Chrysler Dodge Jeep Ram dealership principals, sales managers, and performance parts directors, top-tier motorsport involvement provides essential brand equity that supports showroom floor traffic and customer retention. Re-establishing a high-profile presence at premier stock car events creates immediate promotional alignment with retail muscle car buyers while generating secondary demand for factory-backed Direct Connection and Mopar performance replacement parts through dealer service departments.

According to Stellantis performance executives and NASCAR leadership, the aerodynamic body panels have cleared wind tunnel validation, ensuring parity with current Next Gen Cup platforms. Scheduled to make its competitive debut at the Daytona 500 in February 2027, the factory racing campaign gives Canadian dealerships a powerful retail marketing narrative to showcase powertrain durability, strengthen commercial visibility, and engage performance enthusiasts nationwide.