Hemi V-8 engines and mechanical bull rides: Inside Stellantis' plan to revive its Ram Trucks brand after yearslong sales declines

Core Viewpoint - Ram brand under Stellantis is undergoing a significant turnaround plan led by CEO Tim Kuniskis, who aims to address the brand's declining market position and sales performance through various strategic initiatives and product launches [2][4][6]. Group 1: Turnaround Strategy - The turnaround plan includes over 25 announcements through 2026, focusing on revitalizing the brand's image and product offerings [3][9]. - Key initiatives involve the return of the Hemi V-8 engine, reintroduction of lower-priced models, and a new 10-year/100,000-mile powertrain warranty for Ram products [9][12]. - The brand's marketing efforts include a return to NASCAR, featuring promotional activities like the "Ride the Hemi" mechanical bull ride [10][11]. Group 2: Market Performance - Ram's market share in the U.S. full-size pickup truck segment has decreased from 17.8% in 2019 to 8.4% in early 2024, with overall sales of full-size trucks down 41% during the same period [8][12]. - Despite the overall sales decline, retail sales are projected to increase by approximately 28% in the first half of the year [13]. - The company aims to achieve a market share between 20% and 29.9% for its full-size trucks by the end of the turnaround plan [12][13]. Group 3: Leadership and Team Dynamics - CEO Kuniskis emphasizes a culture of performance and accountability, encouraging his team to push beyond conventional expectations [14][15]. - The leadership change has fostered renewed optimism among dealers, with positive feedback indicating confidence in the brand's recovery trajectory [16][17]. - Kuniskis has initiated efforts to rebuild trust with dealers after previous tensions regarding incentives and product offerings [16]. Group 4: Future Product Plans - Future product plans include the introduction of a passenger van and a midsize pickup truck expected in 2027, alongside the delayed electrification initiatives [10][20]. - The upcoming Ram 1500 extended range hybrid pickup is projected to offer the longest driving range in the light-duty truck segment, up to 690 miles [18]. - The company received 12,000 orders for the Hemi engine on the first day of availability, indicating strong demand for the revived product [19].