DETROIT — Facing ongoing challenges, Stellantis has made the decision to appoint a dedicated executive for its Ram brand. In a significant move, Tim Kuniskis, who had recently retired earlier this year while CEO Carlos Tavares was at the helm, is returning to take on the role of CEO of Ram effective immediately, as announced by company spokesperson Shawn Morgan on Monday.

Kuniskis’s reinstatement is part of broader management changes aimed at strengthening the company’s leadership in North America. Ram pickups, which represent Stellantis’s top-selling and most lucrative product line, have seen a decline of nearly 18% in sales this year. This downturn is attributed to Stellantis having an oversupply of higher-priced vehicles that did not align with consumer preferences for more affordable options.

In addition to pickups, the Ram brand encompasses a range of commercial vans and trucks. Kuniskis, who previously spent nearly 32 years with Stellantis, held leadership roles overseeing both Ram and the Dodge muscle car brand. During his tenure, he was instrumental in spearheading Dodge’s shift towards electric muscle cars.

Tavares, who resigned on December 1 after the automaker reported disappointing financial outcomes and declining sales, found that the company’s board had a contrasting vision for its future compared to his own. The structural changes initiated by Stellantis appear to be a strategic effort to realign with market demands and bolster the brand’s performance.