Stellantis’ Ram Brand Unveils Turnaround Strategy Amid Market Share Decline

Ram, the truck division of Stellantis (STLA), is executing an aggressive revival plan after losing significant ground in the full-size pickup segment. CEO Tim Kuniskis is spearheading initiatives including the reintroduction of Hemi V-8 engines under a 'Symbol of Protest' campaign, a NASCAR re-entry with a new race truck, and an industry-leading 10-year/100,000-mile powertrain warranty. These measures aim to counter a 38% sales slump since 2019.

The brand's struggles stem from poorly timed model launches and production delays during the Ram 1500 redesign, which saw its market share plummet from 17.8% to 8.4%. Kuniskis has launched a 'Nothing Stops Ram' marketing offensive, distributing motivational 'Last Tenth LFG' wristbands to rebuild dealer relationships. Early indicators suggest the turnaround is gaining traction.