The V8 celebration is back at Ram with Tim Kuniskis returning to lead the charge. The Hemi V8 is back as a “Manifesto of Defiance” and the Hellcat-infused TRX has made its comeback. However, the executive, who grew up watching his father drag race, understands that the music will end again and the future is electric.
In an exclusive interview on Thursday, Ram CEO Tim Kuniskis told The Drive, “Electrification is amazing. And eventually, it will dominate, you know?”
Kuniskis drew a parallel between the shift from gasoline vehicles to EVs and the introduction of gas-powered cars when people were still relying on horses. “The internal combustion engine, the car replaced the horse and carriage because it was superior,” stated Kuniskis.
However, the executive, known as the father of the Hellcats, has expressed frustration over the pace of this transition. Reflecting on recent years, Kuniskis remarked, “The industry was evolving; everyone was out there boasting. They claimed they would move to 100% electrification, and this and that, and this and that. Meanwhile, we were imposing a technology onto the market. I’m not saying we imposed a poor technology.”
Kuniskis emphasized, “The internal combustion engine, the car supplanted the horse and carriage because it was better.”
The primary concern for Kuniskis regarding the swift shift to electric vehicles is the initial proposed timeline. “Electrification, we were trying to accelerate it faster than consumers, the industry, and the infrastructure were ready for. We will arrive there,” said Kuniskis.
Regarding electrified vehicles, Kuniskis noted, “There are significant benefits. I mean, you’ve seen hybrid supercars. I mean, you’ve seen e-turbos.”
Ram introduced an electric full-size truck known as the Ram Rev back in 2023. Following several delays, the manufacturer discontinued the Rev, which never reached dealerships, in August of 2025.
Confusingly, the Rev was launched alongside a range-extended (EREV) variant of the truck that was initially intended to be named the Ram Ramcharger. The EREV was first unveiled in late 2023. After the discontinuation of the Ram Rev, the automaker announced that the Ramcharger, when released, will now be known as the Ram Rev. The Ram website currently states that the Rev is “projected” to debut in 2026.
As for how long the revived Ram TRX will continue the Hellcat-powered festivities? Kuniskis remarked, “Call Washington.” His statement comes six months after the Trump administration moved to dismantle car emissions regulations, which is causing upheaval in automakers’ product planning sessions.
Kuniskis pointed out, “I am not against electric vehicles. I oppose imposing things on consumers that are not consumer-driven. This industry thrives on emotion and passion solely. Without the emotion and passion driven by the customers, this entire industry is a bubble.”
“If you consider it, the typical consumer now finances the car for about six years and trades a car in three years. I’m approximating these figures, but you get the idea. Why would you purchase a car, finance it for six years, and trade it in three years? Because we, as an industry, excel at introducing new, fresh, exciting products that captivate you, evoke emotions, and motivate you to come back for another six years. Without that, the industry could plunge from 17 million, 14 million retail units to probably half of that. It’s that hamster wheel we have created in this industry that keeps it functioning. And at the core of that hamster wheel is the pull from the customer’s passion and excitement. And when the customers say, I’m not prepared for this transition because I can’t tow, it’s ineffective in cold conditions, and so on, and only 5% of them desire it, while we aim for 100%. You disrupt that hamster wheel,” Kuniskis concluded.
The CEO’s objective? Keep the hamster wheel in motion.
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**CEO of Ram Shares Insights on the Future of Electrification in the Auto Industry**
In a recent discussion, the CEO of Ram, a leading brand within the Stellantis organization, shared perspectives on the future of electrification in the automotive sector. As the global marketplace transitions toward sustainability, Ram is positioning itself to address the changing needs of consumers and regulatory requirements.
**The Transition to Electrification**
The automotive landscape is witnessing a noteworthy transformation, with electrification taking center stage. The CEO emphasized the changing consumer preferences, with a growing number of buyers pursuing electric vehicles (EVs) due to their ecological advantages and reduced operational expenses. Ram acknowledges this shift and is dedicated to incorporating electrification into its product offerings.
**Ram’s Electrification Approach**
Ram’s strategy consists of a gradual approach to electrification. The CEO underscored the necessity of balancing innovation with practicality, ensuring that new electric models fulfill the requirements of both commercial and personal consumers. The brand aims to introduce an array of electric trucks and vans, capitalizing on its reputation for durability and performance.
**Investment in Technology and Infrastructure**
To back its electrification objectives, Ram is making substantial investments in research and development. The CEO noted that improvements in battery technology, charging infrastructure, and vehicle design are vital for the success of electric vehicles. Ram is partnering with technology firms to boost battery efficiency and minimize charging times, making EVs more attainable for consumers.
**Commitment to Sustainability**
The CEO also highlighted Ram’s dedication to sustainability beyond electrification. The brand is investigating sustainable materials and manufacturing techniques to lessen its environmental impact. This comprehensive approach to sustainability is anticipated to appeal to eco-sensitive consumers.
**Challenges Ahead**
Although the outlook for electrification is encouraging, the CEO acknowledged several obstacles. These consist of supply chain challenges, the necessity for extensive charging infrastructure, and competition from other manufacturers. Ram is proactively addressing these issues through strategic collaborations and investments.
**Closing Thoughts**
As the automotive realm shifts towards a more electrified future, Ram is set to play a pivotal role. With a solid strategy, dedication to innovation, and emphasis on sustainability, the CEO’s vision for Ram aligns with the broader trends shaping the automotive industry. The upcoming years will be critical as Ram launches its electric offerings and adapts to the evolving market dynamics.