Chrysler/Ram CEO Discusses Brand Challenges

Christine Feuell’s leadership of both the Ram and Chrysler brands within Stellantis North America marks a significant shift amid recent management changes. Having joined Stellantis in September 2021, Feuell now holds the crucial role of overseeing these two distinct brands—Ram, a major player in the pickup and commercial vehicle segments, and Chrysler, which is transitioning to an electric-only mainstream lineup by 2028.

Feuell’s dual role comes at a time of notable challenges for both brands. She took on the responsibilities for Ram in June after Tim Kuniskis’s departure, a period marked by production difficulties and inventory issues. The introduction of the refreshed 2025 Ram 1500 faced delays due to production hiccups at the Sterling Heights Assembly Plant (SHAP), contributing to a 23.4% decline in Ram pickup sales in the second quarter and a 19.5% drop through June. Feuell acknowledged these issues, explaining, “We had a very slow ramp-up of the ’25 model year light-duty [refresh] at Sterling Heights, so those lower levels of production contributed in part to the decline in sales. But I think the bigger factor was a buildup of inventory.”

Despite these hurdles, Feuell is optimistic about Ram’s future. She highlighted the upcoming launch of the all-electric Ram 1500 REV and range-extended Ram 1500 Ramcharger, an electrified pickup with an onboard 3.6-liter Pentastar V6 gas generator. “1500 production will be ‘firing on all cylinders’ in the next month or so,” she stated, aiming to boost the brand’s performance.

At the same time, Chrysler, under Feuell’s guidance since 2021, is set to undergo a significant transformation. The brand is preparing to unveil its first electric vehicle (EV), a crossover, in 2026, with additional EVs planned thereafter. Feuell noted a delay in the initial rollout of Chrysler’s electric crossover, attributed to broader delays in battery-electric vehicle (BEV) launches. “The Chrysler BEV got caught up in that timing shift,” she said, but she remains confident in the vehicle’s readiness.

Stellantis CEO Carlos Tavares has acknowledged the challenges faced by both brands. Regarding Ram, Tavares mentioned, “Some of the highest trim levels were not available at the right timing,” which affected inventory and production alignment. He emphasized that Stellantis is working to correct these issues and improve production efficiency.

Michael Spencer, President of UAW Local 1700, which represents SHAP, expressed a willingness to collaborate to overcome production challenges. “Yes, there are concerns in regards to SHAP and the Ram throughput production rate, but I strongly believe that they are nothing that we collectively cannot overcome,” Spencer said.

Source: Automotive News