Ram’s “Bucking HEMI” Mechanical Bull Stolen As The Brand Seeks Public’s Help originally appeared on Autoblog.
Ram is looking for answers — and its missing mascot — after the theft of the “Bucking HEMI,” a one-of-a-kind mechanical bull designed to showcase the brand’s V8 muscle heritage. The custom-built ride was stolen during teardown at the Roadkill Nights street-legal drag racing event in Pontiac, Michigan, on August 9, disappearing around 9:45 p.m.
According to the company, the machine isn’t just a dressed-up carnival attraction. It was engineered with twin 1-hp motors, a buck-and-spin mechanism capable of 43.8 rpm, and six ride intensity modes. Its design mimics the iconic HEMI V8 — a nod to Ram’s performance legacy — and it had just finished entertaining fans at one of the brand’s highest-profile public appearances of the summer. Ram has filed a police report and stressed this is no marketing stunt.
A Mascot With Muscle and Meaning
The timing couldn’t be worse for Ram, which has been making headlines with the revival of its big-displacement gas engines. The brand recently confirmed that the legendary HEMI V8 will return in the 2026 Ram 1500, igniting an ordering frenzy among enthusiasts eager to get their hands on a V8-powered truck again.
The Bucking HEMI was part of that celebration — a rolling (and bucking) symbol of Ram’s commitment to the kind of performance hardware that built its reputation. Losing it now isn’t just a logistical headache; it robs the brand of a tangible, high-impact piece of fan engagement as it works to stoke excitement ahead of new product launches.
CEO’s No-Bull Response
“This is bull****,” Ram CEO Tim Kuniskis said in a statement that left no room for ambiguity. He’s called on the “Brotherhood of Muscle” — Ram owners, muscle car fans, and the wider enthusiast community — to keep an eye out for the stolen bull and report any sightings. The appeal comes at a time when Ram is fighting to shore up its image following a year in which its vehicle quality rankings slid dramatically.
The brand is relying heavily on its returning HEMI lineup to boost loyalty and sales, and the Bucking HEMI’s disappearance has turned into an unexpected rallying point for the faithful.
Why It Matters
The theft is more than just a quirky news item — it’s a reminder of how valuable, and vulnerable, high-profile brand assets can be. The Bucking HEMI was designed as a mobile piece of marketing theatre, turning the mechanical power of a HEMI V8 into an experience fans could literally climb onto.
Its loss leaves a gap in Ram’s experiential playbook just as the company pushes to reconnect with buyers through emotional, performance-oriented storytelling. Whether the bull is recovered or not, the incident has already sparked conversations about event security, the symbolic weight of marketing icons, and how brands can protect the one-off creations that help them stand out in a crowded marketplace.
Ram’s “Bucking HEMI” Mechanical Bull Stolen As The Brand Seeks Public’s Help first appeared on Autoblog on Aug 13, 2025
This story was originally reported by Autoblog on Aug 13, 2025, where it first appeared.
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