AUBURN HILLS, Mich. — Tim Kuniskis, the CEO of Ram, made a notable return to the company after a seven-month hiatus, stating that he “missed the fight” and acknowledging that the Stellantis brand was struggling against its competitors.
During a recent media event, Kuniskis took the stage with the sound of Detroit rapper Eminem’s “Guess who’s back, back again” resonating through the venue. He outlined an ambitious plan aimed at revitalizing the beleaguered truck brand, with initiatives set to roll out until 2026.
The strategy includes over 25 announcements through the upcoming year. So far, these announcements have featured a return to NASCAR with engaging mechanical bull rides, the revival of the Hemi V-8 engines under a new, symbolic branding, and the introduction of an industry-leading powertrain warranty for Ram products.
With a revitalized energy following his return amid a corporate leadership shake-up, Kuniskis emphasized that he is “flying without a parachute,” using borrowed time since his reinstatement. He is committed to orchestrating a renaissance for Ram, which has seen a significant 38% drop in sales since achieving record numbers in 2019.
“I returned with clear purpose because I realized I didn’t need to leave; I just needed a break,” Kuniskis shared with Finance Newso in a recent interview, sitting in his sparsely decorated office—a space that reflects his fresh start after sharing many of his belongings during retirement. “We have an opportunity here to make significant improvements, which some find stressful, but our team thrives on it.”
Reflecting on the challenges Ram faces, Kuniskis pointed to various factors, including pricing strategies, the timing of model launches, and significant redesign issues with the Ram 1500. The latter presented production challenges that are still being resolved more than a year post-launch.
“We attempted to implement too many changes at once,” he remarked about the Ram 1500. “We essentially overhauled everything rather than rolling out changes systematically.”
Kuniskis refrained from addressing the broader challenges Stellantis was grappling with under the leadership of former CEO Carlos Tavares, who departed the company in December. His return to Ram came alongside this leadership transition.
Turnaround plan
As one of Stellantis’ most vital brands, Ram is key in the lucrative full-size pickup truck market. Industry analysts state that its success is essential for the company’s re-establishment in commercial sales.
“It’s essentially the backbone of their business,” commented Joseph Yoon, a consumer insights analyst from CarMax’s data and consumer car shopping site, Edmunds.com. “Gaining market share is tremendously important.”
According to Edmunds, the Ram 1500’s market share in the U.S. full-size pickup truck category has dropped from 17.8% in 2019 to 8.4% during approximately the first half of this year.
From 2019 through 2024, Ram’s sales of full-size trucks, which include the 1500 and its larger variants, have fallen 41%. This decline has enabled competitors like General Motors and Toyota Motor to boost their sales during this same period.
Although it is premature in the turnaround strategy, which extends into next year, Ram has already revived its popular Hemi V-8 engine, reintroduced more affordable truck models, announced a return to NASCAR, and launched a 10-year/100,000-mile limited powertrain warranty for its entire lineup.
Looking ahead, Kuniskis indicated that future announcements may involve new potential vehicles, including a passenger van and a midsize pickup truck set to debut in 2027. He has also initiated the “Nothing Stops Ram” advertising campaign while delaying the rollout of electrified pickup trucks due to weak market demand.
“There’s always a method to the madness,” Kuniskis stated. “Every action we take is backed by sound business reasons, even those that appear purely fun.”
Part of the “fun” he referenced involves a return to NASCAR with truck racing, featuring a mechanical bull ride branded “Ride the Hemi.” This attraction resembles the new “Symbol of Protest” logo, showcasing the engine adorned by a ram’s head. Riders who remain mounted for 15 seconds earn a special edition T-shirt not available for purchase.
Ram’s vibrant comeback to NASCAR earlier this month in Michigan included a new truck design along with displays of doughnut burnouts by a racing vehicle.
While Kuniskis abstained from revealing specific sales targets for both the Ram brand and its full-size trucks, he mentioned an ambitious goal of achieving a market share of between 20% and 29.9% for full-size trucks by the conclusion of the turnaround initiative. Currently, Ram Trucks holds a market share of roughly 17% in the U.S. full-size pickup segment, based on industry analyses.
“I possess a clear vision of where we intend to go and our performance expectations,” he commented. “We should realistically attain a market share that begins with a two. … That will be our baseline.”
However, Kuniskis clarified that market share is just one indicator of success, emphasizing the importance of plant utilization and profitability as well. Although Ram’s total sales are down, he noted that retail sales — a critical metric — are projected to rise by approximately 28% in the first half of this year.
“We’re not pursuing market share for its own sake,” he explained. “My goal is to ensure all plants operate at maximum capacity to enhance efficiency.”
‘Last Tenth LFG’
A black wristband with the phrase “Last Tenth LFG” can be seen on Kuniskis’ wrist, symbolizing his long-standing mantra that encourages his senior management to strive for excellence.
The phrase “LFG,” which can have multiple meanings, including “let’s freaking go,” reflects a motivational spirit that Kuniskis hopes to instill in his team.
“In school, they teach you to aim for an ‘A’ as the key to success. That’s a misconception,” Kuniskis emphasized. “People remember those who go beyond the basics to achieve something noteworthy, that last tenth counts.”
To reinforce unity within the team and with dealers, Kuniskis distributed these wristbands during his return at the annual dealer conference in January, aiming to rebuild trust after years of tense relations surrounding incentives, product offerings, and pricing hikes.
So far, his efforts appear effective, according to Michael Bettenhausen, an Illinois dealer and chair of the Stellantis National Dealer Council, who expressed optimism about the brand’s trajectory. “Everything Tim has shared with us has convinced us that the brand is on a path to regain its former volume,” Bettenhausen remarked. “We’re genuinely excited to have Tim spearheading this effort. It’s truly impressive.”
Bettenhausen added that the full-size pickup truck segment is pivotal for the company and its dealers due to the customers’ deep-rooted loyalty to brands they’ve grown up with and who often act as brand ambassadors.
“Customer loyalty is crucial in this industry,” Yoon noted. “For many buyers, quality doesn’t matter as much as the belief that their chosen automaker is making the best decisions for them.”
The revival of the beloved Hemi V-8 seems to have struck a chord, with Kuniskis indicating that 12,000 Hemi orders were recorded on the first day the engine was available for dealer orders.
As the Hemi makes its comeback, Ram’s electrification initiatives, including a new plug-in truck and an all-electric variant, are facing delays. Kuniskis did not provide timelines for the all-electric truck, which was initially anticipated to launch last year, but mentioned that the plug-in model — referred to as an extended-range electric vehicle (EREV) — is set to enter production this year, though he withheld specific consumer sale dates.
Kuniskis remains optimistic about the EREV playing a significant role in differentiating the Ram brand in the market and as a key element of its turnaround strategy through 2026.
“I’m genuinely enthusiastic about this year. I’m proud of how we have kicked off the year utilizing conventional strategies,” he noted. “And we haven’t even tapped into the innovative solutions yet.”
