Kuniskis Returns To Ram, Will It Save Stellantis?

Tim Kuniskis is returning to lead Ram after a six-month retirement, presumably to help improve Stellantis’ image and reinvigorate the business inside North America. This comes shortly after the company announced that CEO Carlos Tavares’ departure would be expedited.

Kuniskis formerly headed both Dodge and Ram. He’s received loads of praise for helping deliver V8-powered automobiles that resonated with U.S. consumers and effectively reviving the concept of “American Muscle.”

While he absolutely endorsed the premise of electrification shortly before his departure, there were swirling rumors that his heart wasn’t actually invested in the automaker transitioning to EVs. There was likewise speculation that the broader management change had no interest in retaining him when it looked like Stellantis intended on liquidating most of the U.S. brands. None of the above assumptions were confirmed and Kuniskis certainly never really elaborated on his retirement.

But Stellantis has very obviously stumbled in terms of making all-electric vehicles work for its bottom line. Downsizing has likewise encouraged its workforce to revolt at a time when quality control has been lapsing. Old products are simultaneously being priced too high, with many being discontinued to appease emissions regulations and make way for fresh products. But new models are taking longer than expected to reach the market as rebadged imports (e.g. Dodge Hornet) aren’t selling particularly well. Granted, these are common problems broadly encountered within the industry right now. Stellantis just seems to be among the worst positioned on the North American market and is losing customers.

Sales are down 17 percent (year-over-year) through the third quarter of 2024 and Ram has actually managed to outpace that decline by a fairly broad margin. Its volumes are down almost 25 percent within the same period.

“Today’s changes will enable us to operate in a structure that will drive the best outcomes for the region, unlock significant potential, and win in the market. A main lever is for the Ram brand to have its CEO singularly focused on that brand,” Stellantis announced in response to Kuniskis’ return.

One of the more common criticisms stemming from the United States is that Stellantis simply doesn’t understand the American customer. This is typically blamed on French leadership acquired via the PSA Group merger with Fiat Chrysler Automobiles. While there may be some truth to that, we cannot forget that Europeans have been at the helm of the former Chrysler brands for some time — first by way of Germany’s Daimler and then Italy’s Fiat.

Stellantis’ board is likewise composed of people from all across Europe, some of whom also have dual citizenship outside the continent. They aren’t exclusively French. However, bringing Kuniskis back does signal that the automaker has heard some of the grievances coming out of North America. His previous history of helping deliver models that resonate with the market, appears to have made him invaluable to the business.

This feels like a wise choice. But it’s important to remember that CEOs aren’t the ones making every important product decision. Their primary job is to be the face of a company, help sell the corporate vision to the masses, and manage the business in a way that keeps it running smoothly. The board, the entity that typically makes the biggest decisions, can and will throw the CEO under the bus when things begin to sour. However, chief executives often get the lion’s share of the praise whenever a business is thriving.

The point is that, while important, Kuniskis likely won’t have his every demand met. Ideally, Stellantis’ leadership will heed his advice.

Hand picked by the late-and-beloved FCA CEO Sergio Marchionne, Kuniskis is broadly viewed as an automotive enthusiast who cares about product and customer satisfaction. He bounced around between most of the former FCA brands during his tenure, with inarguable success just about everywhere he landed. His return is a good omen. However, we don’t yet know what changes are in store for Ram or what these means for brands like Chrysler and Dodge — both of which have less secure-looking futures.

In addition to the return of Tim Kuniskis, Stellantis has also confirmed Christine Feuell as heading Chrysler and Alfa Romeo, while Jeff Kommor becomes responsible for overseeing North American sales. CEO Matt McAlear will presumably continue running Dodge, whereas the newly appointed Antonio Filosa will head the Jeep brand.

[Images: Stellantis]

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Source: The Truth About Cars