The article discusses the resurgence of the Ram truck brand under CEO Tim Kuniskis, who returned from retirement to lead an aggressive turnaround strategy. With competition intensifying, Ram has seen a significant sales decline, down 38% since its peak in 2019. Kuniskis aims to rejuvenate the brand through over 25 major announcements by 2026, including a return to NASCAR, revival of the Hemi V-8 engine, and the introduction of an extended powertrain warranty.
Key points include the fall in market share from 17.8% in 2019 to 8.4% recently, highlighting the need for a strong comeback in the full-size pickup market, which is crucial for Stellantis. New marketing efforts involve engaging fans with promotions like mechanical bull rides themed around the Hemi. Kuniskis has set ambitious goals, including aiming for a 20-29.9% market share by the plan’s completion.
He emphasizes the importance of not just chasing market share but also ensuring plant efficiency and profitability. Additionally, the revival of the HEMI has already seen substantial demand, while plans for electric models are still in development. Overall, Kuniskis expresses optimism about Ram’s future, focusing on enhancing customer loyalty and brand strength.
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