Stellantis CEO Tim Kuniskis plans aggressive turnaround for Ram Trucks with new strategy and products

From CNBC: 2025-06-27 08:00:00

Stellantis’ Ram CEO Tim Kuniskis returns from retirement to lead an aggressive turnaround plan for the struggling truck brand, promising more than 25 announcements through 2026. The plan includes a return to NASCAR, a new Hemi V-8 engine, and an industry-leading powertrain warranty. Sales have declined by 38% since 2019.

Kuniskis acknowledges issues with the Ram 1500 redesign and emphasizes the need to fix pricing and model launch cadence. The brand’s market share dropped from 17.8% to 8.4% in the full-size pickup truck market. Ram has already reintroduced the Hemi V-8 engine, announced a return to NASCAR, and launched a 10-year/100,000-mile powertrain warranty.

Ram’s turnaround plan includes potential new vehicles like a passenger van and midsize pickup truck expected in 2027. Kuniskis aims for a market share between 20% and 29.9% by the end of the plan. He emphasizes that market share is not the only metric, with plant utilization and profits also crucial. Retail sales are expected to be up by 28% in the first half of the year.

Kuniskis motivates his team with a “Last Tenth LFG” mantra, pushing for excellence beyond expectations. He distributed wristbands with the slogan to dealers and team members to symbolize the brand’s turnaround and regain trust. Dealers are optimistic about Ram’s future success and the brand’s importance in the full-size pickup truck market.

Ram’s electrification plans, including a plug-in truck and an all-electric model, are delayed as the brand focuses on the current turnaround plan. The Hemi V-8 engine’s return has been well-received, with 12,000 orders on the first day. Kuniskis believes the extended-range electric vehicle (EREV) will be a key differentiator in the market and crucial to Ram’s success through 2026.



Read more at CNBC: Inside Stellantis’ plan to revive its Ram Trucks brand after declines