DETROIT — In a stunning reversal, Stellantis' Ram brand is reviving its iconic HEMI engine, a move aimed at winning back loyal customers who felt betrayed by the company's shift towards more environmentally friendly options. The decision comes after a tumultuous period for the automaker, which saw sales decline every quarter from Q1 2024 through the same quarter of 2025, following the introduction of a high-powered twin-turbo inline six engine.
The HEMI engine, a big, loud eight-cylinder powerhouse, has long been synonymous with American muscle cars and trucks. Its demise was met with widespread criticism from enthusiasts, who felt that the company was abandoning its roots and alienating its core customer base. The backlash was swift, with many fans and insiders accusing Stellantis' then-CEO Carlos Tavares of being out of touch with the US market.
Under new leadership, Ram is seeking to reclaim its position as a major player in the highly competitive North American pickup truck market. Tim Kuniskis, a longtime company veteran, has taken the reins at Ram and made reviving the HEMI engine one of his first priorities. The move has already shown promising results, with 12,000 orders placed on the first day.
According to Kuniskis, the HEMI engine is not just a powertrain option, but a brand in and of itself. He expects around 40% of Ram buyers to opt for the HEMI, a significantly higher take rate than Ford's F-150 V8. The engine's revival is seen as a crucial step in restoring customer loyalty, with Kuniskis acknowledging that the company cannot afford to lose customers in the highly competitive truck segment.
While Ram is committed to offering customers a choice between the HEMI and the more fuel-efficient inline six engine, the company is also investing heavily in electric vehicles. Two new EV trucks are in the works, one fully electric and another with a gas-burning generator. Kuniskis believes that electrification will ultimately become the dominant force in the market, but for now, gasoline engine enthusiasts want the ultimate expressions of those engines, and a big V8 like the HEMI is certainly one of those things.
The HEMI's return is a testament to the enduring power of nostalgia and the importance of listening to customer feedback. As the automotive industry continues to evolve, Ram's decision to revive the HEMI engine serves as a reminder that, even in an electrifying market, there is still a place for big, bold, and powerful gasoline engines.
As the automotive industry continues to evolve, it's clear that electrification is the future. Despite the current challenges and limitations of electric vehicles, executives like Kuniskis remain confident that advancements in technology will ultimately lead to mass adoption. The promise of 500-mile range, lighter solid-state batteries, inductive charging, and sufficient infrastructure is enticing, and when these milestones are reached, electric vehicles will become a more viable option for the average consumer. The key takeaway from Kuniskis' insights is that the industry must allow electrification to develop naturally, rather than forcing it upon consumers before the technology is ready. By doing so, the automotive industry can ensure a smooth transition to electric vehicles, one that will be driven by consumer demand rather than regulatory pressures. As Kuniskis aptly put it, "the car displaced the horse because it was better," and when electric vehicles can offer a superior driving experience, they will inevitably become the preferred choice. With the industry having already invested nearly half a trillion dollars in electrification, it's only a matter of time before we see a seismic shift in the way we think about transportation, and the future of the automotive industry is poised to be electric.
