Ram Trucks Revival: Stellantis’ Plan
- Ram Trucks, a critical brand for Stellantis, is embarking on a turnaround plan to recapture market share in the highly competitive full-size pickup truck segment.
- Joseph Yoon, an analyst at Edmunds.com, emphasized the importance of Ram's success for Stellantis.
- the turnaround strategy involves several key initiatives.
Ram Trucks is fighting to reclaim its lost market share, implementing a bold turnaround strategy. The plan includes bringing back the powerful Hemi V-8 engine and reintroducing more affordable models, crucial steps for the primary_keyword full-size pickup truck segment. They’re also revving up their marketing efforts with a return to NASCAR and a revised electrification strategy, focusing on extended-range electric vehicles in the secondary_keyword automotive industry. news Directory 3 highlights that Ram is aiming for a 20-29.9% market share. Discover what’s next for Ram, with the success of its initiatives on the line.
Ram Trucks Aims to Regain Lost Ground With V8s and NASCAR
updated June 27, 2025
Ram Trucks, a critical brand for Stellantis, is embarking on a turnaround plan to recapture market share in the highly competitive full-size pickup truck segment. Once holding a strong position, Ram has seen its share decline significantly, prompting a strategic shift.
Joseph Yoon, an analyst at Edmunds.com, emphasized the importance of Ram’s success for Stellantis. Market share for the Ram 1500 has fallen from 17.8% in 2019 to 8.4% in the first half of this year,according to Edmunds. Company data indicates that Ram’s full-size truck sales have decreased by 41% since 2019, allowing rivals like General Motors and Toyota motor to gain ground.
the turnaround strategy involves several key initiatives. Ram has resurrected its popular Hemi V-8 engine, reintroduced more affordable truck models, and announced a return to NASCAR.additionally, a 10-year/100,000-mile limited powertrain warranty is now offered on new trucks.
Tim Kuniskis, who returned to Ram amid leadership changes at Stellantis, indicated that further announcements could include new vehicles such as a passenger van and a midsize pickup truck expected in 2027. The brand has also launched a “Nothing Stops Ram” marketing campaign and delayed its electrified pickup trucks due to current market demand.
Kuniskis,reflecting on past missteps,noted that a redesign of the Ram 1500 led to production issues that persisted for over a year.”We tried to do too many things at once,” Kuniskis said, explaining that a more gradual approach would have been more effective.
“We tried to do too many things at once. we literally changed everything rather of doing a cadence of the changes.”
as part of the marketing push, Ram’s return to NASCAR includes a fan experiance called “Ride the Hemi,” a mechanical bull ride shaped like the brand’s new Hemi logo. Participants who stay on for 15 seconds receive a special-edition T-shirt.
While Kuniskis declined to provide specific sales targets, he stated that the company aims for a full-size truck market share between 20% and 29.9% by the end of the turnaround plan. In 2024, Ram Trucks held approximately 17% of the U.S. full-size pickup truck market, according to industry data.
“I know exactly where we want to be and what our expectations are. I should legitimately have a market share that starts with a two. That’s a starting point for us.”
Kuniskis emphasized that market share is just one factor, with plant utilization and profits also being crucial. He noted that retail sales are expected to increase by about 28% in the first half of the year.
A key element of Kuniskis’ leadership is his “Last tenth LFG” mantra, encouraging his team to push beyond expectations. He distributed wristbands with this slogan to his team and dealers to foster trust and collaboration.
Michael Bettenhausen, a dealer in Illinois and chairman of the Stellantis National Dealer Council, expressed confidence in the brand’s direction under Kuniskis’ leadership. He highlighted the importance of customer loyalty in the full-size pickup truck market.
“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. We’re really excited that Tim is leading this charge.It’s really remarkable.”
ram’s electrification plans are being adjusted. The company received 12,000 Hemi orders on the first day the engine was available for order. While the all-electric model is delayed, the plug-in model, known as an extended-range electric vehicle (EREV), is slated to begin production this year. Kuniskis believes the EREV will be a key differentiator and more vital to the turnaround plan through 2026.
What’s next
looking ahead, Ram aims to solidify its position by focusing on retail growth, plant efficiency, and strategic product launches. The success of the Hemi V-8 and the introduction of the EREV model will be critical in achieving its market share goals.