Facing production limitations, Ram shifted its focus to U.S. retail customers, pulling back on fleet sales, especially to rental firms. This change has led to some impressive gains:
- Retail sales increased by 16% in Q1.
- A projected 40% increase in Q2.
- An expected 25% rise for the first half of the year.
Meanwhile, fleet sales took a massive 90% hit. The absence of the budget-friendly Ram Classic has impacted sales, but there's a plan to recover, even as sub-$40,000 trucks become a thing of the past. Kuniskis has hinted at a possible midsize pickup, similar to the Dakota, though details are still sparse. The 2026 Ram 1500 aims to fill this gap, starting at $44,495. Excitingly, 25 product-related announcements are anticipated.
Although there have been delays, Ram's electric future is secured:
- Production of the Ramcharger begins this year.
- The all-electric REV is targeted for summer 2027.
Being late to the electric pickup scene has allowed Ram to learn from initial market reactions. Rising costs and declining demand have enabled them to delay entries, optimizing for better profit margins. Kuniskis stresses the necessity of electrification due to regulatory demands but believes that strategic timing will enhance the business case.
Ram is set to lead with an extended-range EV (EREV) through the Ramcharger, which uses a gas engine solely as a generator, setting it apart from plug-in hybrids. Kuniskis expects this model to lead the way, with others following suit.
Summary: Under CEO Tim Kuniskis, Ram is planning a strategic comeback with focused retail strategies and thoughtful electrification plans. By shifting production priorities and wisely timing their EV launches, Ram aims to regain its position in the competitive truck market.
