Stellantis’ Ram Trucks brand is undergoing a high-profile transformation under the leadership of CEO Tim Kuniskis, who returned from retirement in late 2024 to take the helm, CNBC reports.
With Ram’s sales down significantly from their 2019 peak, Kuniskis has laid out an ambitious revival plan that blends product updates, unconventional marketing strategies, and a renewed focus on customer loyalty.
Since its record-setting year in 2019, Ram’s overall sales have declined by 38%, with full-size pickup sales down 41%, according to company data. In response, Kuniskis has launched a turnaround campaign aimed at reinvigorating the brand and recovering lost market share in the competitive truck segment.
Kuniskis’ plan includes more than two dozen announcements spread across 2025 and 2026. Among the key initiatives:
Reintroduction of the Hemi V-8 engine, a longtime hallmark of the brand, now returning under the branding “Symbol of Protest.”
A 10-year/100,000-mile limited powertrain warranty, one of the most extensive in the industry.
A return to NASCAR, including a concept Ram 1500 race truck and interactive fan experiences such as mechanical bull rides modeled after the new Hemi logo.
A new “Nothing Stops Ram” marketing campaign, aimed at revitalizing brand identity.
Expansion into new vehicle segments, including a midsize pickup and passenger van, both under consideration for future production.
“We have a window of opportunity here to fix a lot of stuff,” Kuniskis said in a recent interview. “Some people are stressed out by that opportunity, and some people are fueled by it. Luckily, our team is fueled by it.”
The Ram brand’s decline has been attributed to several internal challenges, including pricing strategies, product launch timing, and production issues linked to the redesign of the Ram 1500. According to Kuniskis, the overhaul of the 1500 attempted too many changes at once, leading to delays and complications that are still being addressed.
Despite these issues, Ram is aiming for a more competitive position. The brand held about 17% of the US full-size pickup market in 2024 but has set an internal goal to push market share above 20% by the end of its current strategic plan.
“We’re not chasing market share for the sake of it,” Kuniskis said. “I want all plants running at full capacity to maximize efficiency.”
Initial responses to the revival have been cautiously optimistic. According to Stellantis National Dealer Council Chair Michael Bettenhausen, dealers have responded positively to Kuniskis’ vision, especially after years of friction over pricing and incentives.
“Everything that Tim has showed us has us convinced that the brand is on a path to get back to the volumes that we’ve seen from years past,” Bettenhausen said.
The return of the Hemi V-8 appears to have struck a chord with consumers as well. Ram received 12,000 dealer orders on the first day the engine was made available again.
While embracing traditional truck features, Ram is also adjusting its electrification strategy. The company has delayed its all-electric truck, originally expected in 2024, citing market demand. However, production of a new extended-range electric vehicle (EREV) is expected to begin this year. The hybrid will reportedly offer up to 690 miles of combined range, the longest ever for a Ram light-duty truck.
“I’m really bullish on the year,” Kuniskis said. “I’m really proud of how we started and that’s just using traditional tactics. We haven’t gotten to the new stuff yet.”
To galvanize his team and dealer network, Kuniskis distributed black wristbands with the slogan “Last Tenth LFG” — a motivational mantra urging stakeholders to push beyond expectations. It’s part of the symbolic effort to rally employees and retailers behind a shared mission of brand renewal.
