AUBURN HILLS, Mich. — In a bold move to rejuvenate its struggling Ram Trucks brand, Stellantis has unveiled an aggressive turnaround plan under the leadership of CEO Tim Kuniskis. The initiative comes as Ram faces a significant 38% decline in sales since its peak in 2019, a situation Kuniskis aims to reverse with a series of strategic announcements extending through 2026.
Kuniskis, who returned from a brief retirement last year, is spearheading efforts to reclaim market share in the competitive full-size pickup truck segment. His comeback was marked by a dramatic appearance at a media event, accompanied by the sounds of Detroit rapper Eminem’s “Guess who’s back, back again.” Kuniskis is determined to revitalize the brand with over 25 planned announcements, including a return to NASCAR, the reintroduction of the Hemi V-8 engine, and a new industry-leading powertrain warranty.
Challenges and Strategic Shifts
The Ram brand’s challenges are multifaceted, stemming from pricing strategies, model launch timing, and redesign issues with the Ram 1500. According to Kuniskis, “We tried to do too many things at once,” referring to the comprehensive changes made to the Ram 1500, which led to ongoing production issues. The CEO’s return coincided with a leadership transition at Stellantis, following the departure of former CEO Carlos Tavares.
Ram is a critical component of Stellantis’ portfolio, especially in the lucrative full-size pickup truck market. Joseph Yoon, a consumer insights analyst at Edmunds, emphasized the brand’s importance, stating, “It’s kind of the backbone of their business.” Ram’s market share in the U.S. has plummeted from 17.8% in 2019 to 8.4% in the first half of this year, highlighting the urgency of the turnaround.
Reviving the Brand: Key Initiatives
Under Kuniskis’ leadership, Ram has already made several strategic moves. The brand has resurrected its popular Hemi V-8 engine, reintroduced lower-priced truck models, and launched a “Nothing Stops Ram” marketing campaign. Additionally, Ram has delayed the release of its electrified pickup trucks due to low market demand, opting instead to focus on immediate market needs.
One of the most notable aspects of Ram’s revival strategy is its return to NASCAR truck racing. The brand has introduced a mechanical bull ride, “Ride the Hemi,” featuring its new “Symbol of Protest” logo. This initiative aims to engage fans and create buzz around the brand. The recent NASCAR event in Michigan showcased a new truck design and thrilling vehicle stunts.
“There’s always a method to the madness,” Kuniskis remarked about the brand’s unconventional marketing strategies. “There’s always a business reason behind something that seems like fun.”
Market Share Goals and Dealer Relations
While Kuniskis has not disclosed specific sales targets, he aims for a market share between 20% and 29.9% for Ram’s full-size trucks by the end of the turnaround plan. Despite the sales decline, retail sales are projected to increase by about 28% in the first half of the year. Kuniskis emphasized the importance of plant utilization and profitability alongside market share growth.
To foster trust and collaboration, Kuniskis distributed “Last Tenth LFG” wristbands to his team and dealers, symbolizing the brand’s commitment to excellence. Michael Bettenhausen, a dealer in Illinois, expressed confidence in Kuniskis’ leadership, stating, “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.”
Looking Ahead: Future Prospects
As Ram continues its turnaround journey, the brand is exploring new vehicle options, including a passenger van and a midsize pickup truck expected by 2027. The upcoming Ram 1500 extended range hybrid pickup, set for release in early 2026, promises the longest driving range ever offered by the company, reaching up to 690 miles between its gas engine and battery power.
Kuniskis’ vision for Ram is ambitious, aiming to restore the brand’s prominence in the market. With a mix of strategic product launches, innovative marketing, and a focus on dealer relations, Stellantis is betting on Ram’s revival to bolster its position in the competitive automotive landscape.
