Kuniskis returns with Hemi engines, bold stunts, and a plan
After seven months of retirement, Tim Kuniskis has returned to lead Ram with a vengeance. The former CEO, now reinstalled at the helm of the Stellantis truck brand, admits the company has been “getting smashed” in the market. But with a new strategy underway, Ram is aiming for a dramatic turnaround through 2026.
Kuniskis made a theatrical return, walking on stage to Eminem’s “Guess Who’s Back,” signaling a bold new chapter. Since his comeback, Ram has launched more than a dozen initiatives — from resurrecting the iconic Hemi V-8 engine to rolling out a 10-year/100,000-mile powertrain warranty, and even rejoining NASCAR with mechanical bull rides and fan giveaways.
Ram lost its edge — but now it’s fighting back
Once commanding nearly 18% of the U.S. full-size truck market, Ram’s share dropped to just 8.4% in 2024. Production delays tied to an ambitious Ram 1500 redesign hurt the brand’s momentum. “We tried to do too many things at once,” Kuniskis admitted. Now, he’s focused on fixing what he calls a misaligned launch cadence and rebuilding the product pipeline.
Ram’s new roadmap includes over 25 announcements and product changes, ranging from price-accessible truck variants to potential new vehicle categories like midsize pickups and vans. Electrification plans are still in the works, but the fully electric Ram pickup is delayed. Meanwhile, a plug-in hybrid version is slated to begin production later this year.
Winning back loyalty — one V-8 at a time
The comeback of the beloved Hemi V-8 engine has already shown promise, with 12,000 dealer orders on day one. Combined with splashy marketing campaigns like “Nothing Stops Ram” and fan-focused events at NASCAR races, the brand is leveraging nostalgia and community to reignite customer loyalty.
Retail sales are projected to rise 28% in the first half of 2025, even as total sales remain below past highs. Kuniskis isn’t focused solely on volume. “I want all plants running at full capacity to maximize efficiency,” he said. Market share is just one part of the equation.
Revving up with a wristband and a mission
Kuniskis wears a black band with the phrase “Last Tenth LFG,” a mantra he’s shared with his team and dealers. It embodies his philosophy — pushing past the A-grade to something greater. The response from dealers has been positive. “Everything that Tim has showed us has us convinced that the brand is on a path to get back,” said Michael Bettenhausen, Stellantis National Dealer Council chair.
With Ram aiming to reclaim a market share “that starts with a two,” and a slate of announcements yet to come, Kuniskis is charging full throttle into the brand’s next era. “We haven’t gotten to the new stuff yet,” he said. “I’m really bullish on the year.”
