Ramβs former CEO, Tim Kuniskis, returns from a short-lived retirement to course-correct and rebuild the Ram brand. In a significant move on his first day back in the role, Kuniskis delayed the brandβs first fully electric pickup, the 1500 REV, to 2026 due to weak demand in the segment. As a result, the Ramcharger, a hybrid model, will launch first.
At the Detroit Auto Show, Kuniskis explained that the decision was straightforward. This move marks one of the first substantial adjustments at Stellantis prior to former CEO Carlos Tavaresβ exit in December.
Stellantis, now under an interim executive committee, seeks to rebuild its operations through top-tier talent and empowering leaders to own their regionβs business. COO Antonio Filosa has been committed to improving relations with dealers and unions, particularly the UAW, which had previously clashed with Tavares over labor issues and controversial cost-cutting measures.
Filosaβs reinstatement of Kuniskis and reassignment of Jeff Kommar to U.S. head of sales is part of a larger strategy to restructure and strengthen the companyβs leadership. Stellantis is counting on Kuniskisβ return as CEO to rebuild the brand and help recover from the setbacks faced in 2024, particularly Ramβs 19% sales decline. Under his leadership, Ram is expected to strengthen its focus on small business owners, particularly in selling heavy-duty trucks and the ProMaster van. The brand also plans to enter the passenger van market, which it has previously not participated in.
A key challenge for Ram moving forward is its lack of a midsize pickup truck, a gap in the market that Kuniskis aims to address in the coming years. However, his immediate priority is to resolve production issues with the refreshed Ram 1500 pickup.
He acknowledged the potential impact of missing the popular Hemi V-8 engine in some models, noting that pricing, incentives, and advertising strategies would be evaluated if sales did not improve.
While Kuniskis works to steady the ship at Ram, Stellantisβ broader restructuring efforts aim to reverse its fortunes and regain market share.
