Imagine a stage, Eminem’s “Guess Who’s Back” blaring, and Tim Kuniskis strutting out like he never left. After a seven-month retirement nap, the Ram CEO is back, ready to wrestle the truck brand’s 41% sales skid into submission. He’s got a plan, a mechanical bull, and a Hemi V-8 engine to make it happen.
Kuniskis, who admitted Ram was getting “smashed” by rivals like General Motors and Toyota, isn’t here to sip coffee and reminisce. His 18-month turnaround scheme, stretching into 2026, includes 25 announcements to jolt Ram back to life.
So far, he’s brought back the beloved Hemi V-8, slapped a 10-year/100,000-mile warranty on new trucks, and even tossed in a NASCAR comeback with a side of burnout donuts.
Why the big return? Kuniskis told CNBC he “missed the fight” and realized his retirement was more of a long weekend than a permanent exit. His office, stripped of keepsakes he gave away, screams “I’m here to work, not decorate.” He’s betting on a team that’s “fueled” by chaos, not stressed by it.
Ram’s woes stem from a botched Ram 1500 redesign that tried to do everything at once—new tech, new engine, new look, new problems. Production hiccups at the Sterling Heights plant left dealers short on popular trims like the Rebel and RHO. Kuniskis confessed, “We changed everything instead of pacing ourselves,” and now he’s cleaning up the mess.
The full-size pickup market is Ram’s bread and butter, and it’s been crumbling. From a 17.8% market share in 2019, Ram’s 1500 model slid to a measly 8.4% by mid-2025, per Edmunds data. Competitors have been eating Ram’s lunch while it struggles to deliver trucks.
Kuniskis isn’t just throwing darts at a board. He’s reintroduced budget-friendly pickups to lure back buyers who balked at high prices. He’s also delayed Ram’s electric trucks, citing weak demand—sorry, eco-warriors, the Hemi’s back instead.
Then there’s the NASCAR stunt. Ram’s return to truck racing in Michigan wasn’t just about speed; it was a full-on spectacle. Fans could “Ride the Hemi” on a mechanical bull styled after the new “Symbol of Protest” logo—a ram’s head on an engine. Last 15 seconds, and you snag a T-shirt you can’t buy in stores.
Kuniskis calls it “method to the madness,” blending fun with business savvy. The NASCAR gig also debuted a new race truck and featured a vehicle doing doughnut burnouts—because nothing says “we’re back” like tire smoke. Dealers, once grumpy about pricing and incentives, are now cheering, with Illinois dealer Michael Bettenhausen saying Kuniskis has them “convinced” Ram’s on the rebound.
The new 10-year/100,000-mile powertrain warranty is a bold move to keep customers loyal and lure back those who jumped ship. It covers engines, transmissions, and more, outpacing Ford and GM’s five-year/60,000-mile offers. Kuniskis knows warranties are a gamble but bets the customer confidence boost outweighs the cost.
Looking ahead, Kuniskis is eyeing new vehicles, like a passenger van and a midsize pickup by 2027, to plug gaps in Ram’s lineup. The “Nothing Stops Ram” campaign is his battle cry, aiming to push full-size truck market share to 20-29.9% by the end of the plan. That’s a big leap from 2024’s 17%.
Ram’s importance to Stellantis can’t be overstated. Industry analyst Joseph Yoon called it the “backbone” of the company’s business, especially in the juicy full-size truck market. Losing ground here hurts, and Kuniskis is determined to stop the bleeding.
His return came amid Stellantis’ own drama, with former CEO Carlos Tavares exiting in December 2024. Kuniskis sidestepped that mess, focusing instead on Ram’s revival. He’s not chasing the Stellantis CEO chair either, telling MotorTrend, “Not a snowball’s chance in hell,” because he loves product, not politics.
Kuniskis’ team is already moving. First-quarter retail sales rose 16%, and heavy-duty truck sales jumped 26% year-over-year in Q3 2024. But production issues linger, and he’s laser-focused on getting every trim to dealers before tweaking pricing or ads.
Will it work? Kuniskis won’t spill exact sales targets, but his goal is clear: a market share starting with a “two.” With Hemi engines roaring, bulls bucking, and warranties stretching a decade, he’s betting Ram can claw its way back to the top. And if all else fails, those burnout donuts might just steal the show.
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