Stellantis’ Plan to Revive Ram Trucks

Introduction to Ram’s Turnaround Plan

Ram CEO Tim Kuniskis reemerged from a seven-month retirement late last year saying he "missed the fight" and admitting the Stellantis brand was getting smashed in the marketplace by its competition. Kuniskis walked on stage during a media event as the speakers blared Detroit rapper Eminem singing "Guess who’s back, back again." He promised an aggressive turnaround for the embattled truck brand that is now getting underway and will extend through 2026.

Background on Ram’s Decline

Since its record year in 2019, Ram has experienced a 38% sales decline. The plan includes more than 25 announcements through next year. Thus far, they have included a return to NASCAR with mechanical bull rides and a new race truck, the resurrection of Hemi V-8 engines with a new "Symbol of Protest," and, most recently, a new industry-leading powertrain warranty for its Ram products. Ram’s sales of full-size trucks have declined 41% from 2019 through 2024, according to company data, allowing competitors such as General Motors and Toyota Motor to increase sales during that time.

Turnaround Plan

Stellantis reveals its Ram 1500 NASCAR concept at the Michigan International Speedway in June 2025. Ram is one of the most crucial of Stellantis’ 14 brands — if not the most important. It competes in the highly profitable full-size pickup truck market, and industry experts said its success is key to the company reestablishing itself in the commercial sales market. Market share for the Ram 1500 in the U.S. full-size pickup truck market has plummeted from 17.8% in 2019 to 8.4% through roughly the first half of this year, according to Edmunds.

Marketing Efforts and New Products

While it’s early into the turnaround plan, which goes into next year, Ram has already resurrected its popular Hemi V-8 engine; reintroduced lower-priced pickup truck models; announced a return to NASCAR; and introduced a 10-year/100,000 limited powertrain warranty for new trucks across its lineup, among other things. Kuniskis has said further announcements could encompass several new potential vehicles, including a passenger van and midsize pickup truck that’s expected in 2027. He’s also launched a "Nothing Stops Ram" marketing campaign and delayed the brand’s electrified pickup trucks amid low market demand.

‘Last Tenth LFG’

Kuniskis wears a black band on his left wrist with white lettering that reads "Last Tenth LFG." The first part has been a mantra of Kuniskis’ for years to push his top lieutenants to perform as best as they can. The latter part is an acronym with many meanings, including "let’s freaking go." Kuniskis handed out the wristbands to his team as well as the brand’s dealers during his return to an annual dealer conference in January as a way to regain the trust of retailers after years of contentious relations over incentives, products, and price increases.

Conclusion

Ram’s turnaround plan, led by CEO Tim Kuniskis, aims to regain market share and restore the brand’s position in the highly competitive full-size pickup truck market. With a series of announcements and new products, including the return of the Hemi V-8 engine and a new industry-leading powertrain warranty, Ram is poised to make a significant comeback. The brand’s success is crucial to Stellantis’ overall performance, and industry experts are watching closely to see if Kuniskis’ aggressive plan will pay off.

FAQs

Q: What is Ram’s current market share in the U.S. full-size pickup truck market?
A: Ram’s market share has plummeted from 17.8% in 2019 to 8.4% through roughly the first half of this year, according to Edmunds.
Q: What is the "Last Tenth LFG" mantra, and what does it mean?
A: The "Last Tenth LFG" mantra is a phrase coined by Kuniskis to push his team to perform at their best. The acronym "LFG" has multiple meanings, including "let’s freaking go."
Q: What new products can we expect from Ram as part of its turnaround plan?
A: Ram has already announced the return of the Hemi V-8 engine, lower-priced pickup truck models, and a new industry-leading powertrain warranty. Further announcements could include new vehicles, such as a passenger van and midsize pickup truck.
Q: Why has Ram delayed its electrification plans?
A: Ram has delayed its electrification plans, including a new plug-in truck and an all-electric model, amid low market demand. Kuniskis believes the extended-range electric vehicle (EREV) will be more of a differentiator in the market and more important in the brand’s turnaround plan through 2026.