Tim Kuniskis Returns to Lead Ram: “I Missed the Fight”

After a six-month retirement, Tim Kuniskis is back at Stellantis, leading the Ram brand and embracing the challenges ahead. Known for his passion for the automotive industry, Kuniskis says his time away only deepened his desire to return. “I missed the fight,” he admitted during a December 10 media appearance previewing freshened Heavy Duty pickups set to debut in 2025.

Kuniskis, who previously served as CEO of Ram and Dodge, retired on June 1, but his 32 years in the industry made it hard to step away. While retirement offered a brief reprieve, it quickly lost its allure. “Retirement was enjoyable for about two weeks,” Kuniskis quipped, “but then you’re bored to death.” His return coincided with a pivotal moment for Stellantis, as the company adapts to new leadership following the December 1 resignation of former CEO Carlos Tavares.

Facing a Tough 2024 – 

Kuniskis takes the reins at Ram after a difficult year, with U.S. sales down 24% through the first nine months of 2024. The sales slump has been a significant challenge for both the brand and its dealers. “We’re getting our ass kicked,” Kuniskis said bluntly. “Let’s be perfectly honest: We are getting our ass kicked. You see all the numbers, but it’s going to change. It’s getting better, and it’s going to change.”

Acknowledging the difficulties dealers face, Kuniskis emphasized that the brand is making progress. “I feel their pain,” he said. “The situation is getting better every day. We have a lot of work to do, and there’s still a backlog of thousands of orders we need to catch up on.”

A Strong Product Mix, Production Hurdles – 

A key focus for Ram is improving the availability of its high-demand models. Delays in launching the updated Ram 1500, including its premium trims, have hindered sales momentum. The high-performance RHO, off-road-oriented Rebel, and luxurious Tungsten trims began arriving at dealerships later than expected, which Kuniskis openly acknowledged.

“We should have been fully ramped up on that truck by the beginning of the summer,” he said. “We’re still barely getting RHOs, Tungstens, and the full line out into the dealer network right now — I don’t even have my RHO yet.”

To regain traction, Ram has ramped up production and implemented more aggressive marketing and incentive strategies, with results already showing signs of improvement in the Q3 period.

Bright Spots in Heavy Duty Sales – 

Despite setbacks with light-duty pickups, Ram’s Heavy Duty lineup has been a bright spot. Year-to-date sales for these models have shown growth, underscoring the brand’s strength in this segment.

As Kuniskis leads the charge, Ram is poised for a significant year in 2025, with the freshened Ram Heavy Duty and Chassis Cab models, and other key updates set to roll out. With Kuniskis’ experience and determination, the Ram brand is ready to reclaim its momentum and tackle the challenges of the road ahead.

Source: Automotive News