At the center of that effort is Tim Kuniskis, the outspoken Ram executive who repeatedly warned that the company was abandoning an important segment of American truck buyers.
His solution involves resurrecting a familiar nameplate, introducing another affordable pickup, and bringing more vehicle production to American factories.
And with billions of dollars committed to rebuilding Stellantis’ U.S. operations, Kuniskis is finally getting the opportunity to put his strategy into action.
Ram’s Missing Trucks Became an Expensive Problem
When Kuniskis returned to lead Ram following the December 2024 departure of former Stellantis CEO Carlos Tavares, he inherited a brand facing a fundamental problem.
Ram had plenty of full-size pickups but lacked an answer to the smaller trucks attracting hundreds of thousands of customers annually.
During an early 2025 interview with Road & Track, Kuniskis openly questioned whether the company could credibly position itself as a comprehensive truck manufacturer.
“Kinda disingenuous to call me a truck brand, isn’t it?” Kuniskis said.
The sales figures illustrated his frustration.
Toyota’s Tacoma generated annual sales exceeding 200,000 vehicles. Ford’s Maverick and Ranger collectively approached another 200,000, while Chevrolet and GMC contributed approximately 140,000 additional midsize truck sales.
Ram, by comparison, had no competing product.
The company had discontinued the Dakota in 2011, effectively surrendering a major portion of the pickup market for more than a decade.
Kuniskis made clear that he wanted that business back.
“I desperately want it, and there is a market for it,” he said.
His concerns extended beyond competition.
As pickup prices climbed, Ram increasingly lacked options for customers who needed dependable transportation and hauling capability without spending luxury-vehicle money.
By December 2025, Kuniskis identified another glaring weakness.
“We don’t have a volume trim $40,000 truck,” he said.
That admission helped explain why bringing back the Dakota had become such an important priority.
The Dakota Revival Will Bring Manufacturing Jobs to Ohio
After disappearing from American dealerships more than 15 years ago, the Ram Dakota is preparing for a return.
The original truck enjoyed a production run spanning roughly 25 years, with nearly three million vehicles manufactured before production ended in August 2011.
Its replacement is expected to arrive for the 2028 model year.
Unlike the smaller car-based pickups increasingly appearing in the marketplace, the upcoming Dakota will feature traditional body-on-frame construction.
That configuration is intended to appeal to buyers who prioritize towing, payload capacity, and everyday work capability.
Production is planned for Stellantis’ Toledo North Assembly Plant in Ohio, which also manufactures the Jeep Wrangler.
Initial pilot manufacturing is scheduled for March 2027, with potential annual Dakota production reaching approximately 100,000 vehicles.
The project also carries significant implications for American workers.
Stellantis expects the investment to generate more than 900 jobs at the facility, with previously laid-off United Auto Workers employees receiving priority consideration.
The Dakota is part of a much larger manufacturing initiative.
In October 2025, Stellantis unveiled a $13 billion investment commitment covering its American operations, representing what the company described as its largest U.S. investment program in a century.
The announcement followed President Donald Trump’s decision to impose 25 percent tariffs on imported automobiles.
The investment program also includes restarting operations at the previously idled Belvidere assembly facility in Illinois and shifting Jeep Compass manufacturing away from Canada.
For communities that have experienced factory closures and declining manufacturing employment, those plans could represent a significant economic opportunity.
Stellantis Put Kuniskis in Charge of Its American Brands
Kuniskis’ influence has expanded well beyond Ram.
In July 2025, Stellantis CEO Antonio Filosa elevated him to oversee the company’s four major American brands: Chrysler, Dodge, Jeep, and Ram.
His responsibilities also included North American marketing and retail strategy.
Filosa publicly praised the executive’s record.
“Tim has proven time and time again that he is masterful at building brands,” Filosa said.
The organizational changes continued in July 2026, when newly appointed leaders at Jeep and Ram were placed under Kuniskis’ supervision.
The restructuring signaled that Stellantis was increasingly embracing the executive’s emphasis on traditional vehicle buyers, recognizable brands, and competitive pricing.
That change came during an exceptionally difficult period for the automaker.
Stellantis reported a staggering $26.3 billion loss for 2025, with substantial financial damage associated with its electrification strategy.
The company had invested heavily in electric and hybrid programs while struggling to maintain an attractive selection of affordable vehicles.
Speaking at the Automotive News Congress in Detroit on September 30, Filosa acknowledged how limited the company’s entry-level lineup had become.
“We have just one car there today, which is the Jeep Compass,” he said, referring to vehicles priced below $30,000.
Stellantis now intends to introduce 11 new vehicles across North America over the next five years.
Seven are expected to start below $40,000, while two will carry starting prices below $30,000.
The strategy represents a significant shift toward the price-conscious consumers who have increasingly found themselves squeezed out of the new-vehicle market.
Another Smaller Ram Pickup Is Coming to Challenge Ford
The Dakota isn’t the only new truck in the pipeline.
Stellantis also plans to bring the Ram Rampage to North America in 2028.
Already available in South American markets, the Rampage will undergo modifications for its North American introduction.
Unlike the body-on-frame Dakota, the Rampage uses unibody construction, placing it in more direct competition with Ford’s Maverick.
That distinction matters because the two trucks target different customers.
The Dakota is being developed for buyers who want more conventional pickup capability, while the Rampage is intended to offer a smaller, more accessible alternative.
Ford has already demonstrated that demand exists for compact trucks combining practical utility with more manageable prices.
Filosa acknowledged that the category represents a relatively modest portion of the overall vehicle market.
Nevertheless, he emphasized its importance.
“but it is relevant.”
One major question remains unanswered: Stellantis has not disclosed where the North American Rampage will be manufactured.
With the company making a substantial commitment to domestic production, that decision will likely attract attention from workers, unions, and policymakers.
A Major Reversal From the Previous Stellantis Strategy
The changes underway at Stellantis reflect a broader rejection of the priorities that defined much of the Tavares era.
Under its previous leadership, the automaker emphasized profitability, higher-margin vehicles, and ambitious electrification programs.
Critics argued that this approach neglected ordinary customers who simply wanted dependable transportation at prices they could afford.
Kuniskis has pushed the company in another direction.
He supported restoring the Hemi V8 to Ram’s lineup, championed the Dakota revival, and advocated for expanding the brand’s presence in smaller pickup categories.
Those decisions also arrive as the Trump administration pursues policies intended to encourage American manufacturing and reconsider federal fuel-economy requirements.
Supporters believe tariffs and regulatory changes could create a more favorable environment for domestic automotive production.
However, Stellantis still faces significant challenges, including intense competition, manufacturing costs, and the difficulty of convincing customers to return after years of limited choices.
The company’s new pickups will ultimately be judged on their pricing, reliability, performance, and availability.
For now, the direction is unmistakable.
After spending years chasing expensive vehicles and ambitious electrification targets, Stellantis is making a major push to win back Americans shopping for practical trucks.
Kuniskis recognized the missing opportunity long before the company committed billions to addressing it.
Now, with the Dakota returning, the Rampage approaching, and American factories preparing for additional production, Stellantis is putting his ideas to the test.
