Jeep, Chrysler and Dodge parent company Stellantis (STLA) is going through a transition period following a tumultuous few months.
Recently, its CEO Carlos Tavares, departed the multinational automaker following rising tensions between him and the board of directors, who felt that the embattled figurehead was moving too quickly to identify and find profit; overly focusing on short-term solutions at the expense of the health of the automaker as a whole.
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His departure comes as Stellantis is currently embarked on a journey to propel itself and its 14 brands, pursuing major cost-cutting measures not limited to shifting around its C-suite, including laying off many of its American factory workers, and addressing its major inventory problems.
But as the automaker navigates the foreseeable future without a CEO, an old, familiar face is returning to signal much-needed change.
As per a report by Automotive News, Tim Kuniskis, the former CEO of Ram Trucks, is coming out of retirement and back into his old position as part of a series of moves aimed at restructuring Stellantis's North American leadership structure following Tavares' departure.
Kuniskis will take over from former Chrysler CEO Chris Feuell, who had been running Ram Trucks during Kuniskis' now-nullified retirement. In light of his return, Feuell will transfer to Alfa Romeo, where he will oversee their North American operations.
Additionally, changes are coming to other parts of the automaker's leadership structure. Jeff Kommor, Stellantis' North America's SVP of commercial sales, will work with Matt Thompson as the head of U.S. sales, strategy and planning.
In a statement to AutoNews, a Stellantis spokesperson noted that the changes are effective immediately and were enacted to drive growth in the automaker's most lucrative region.
"We’re going to operate in a structure that is going to drive the best outcomes in the region, unlocking significant potential and win in the market," they said.
Related: Jeep, Dodge nightmare is far from over after CEO shakeup
Desperate times call for desperate measures
Kuniskis' return signals that Stellantis is demonstrating a sense of desperation as it explores its list of options to help steer the automaker forward.
One of the automaker's biggest challenges is an intractable excess inventory problem, which it is attempting to resolve by offering increased discounts and incentives to consumers.
As the new leader of Ram Trucks, Kuniskis is responsible for helping Stellantis sell a popular line of vehicles that also features high margins; a required source of revenue if Stellantis wants to pursue an electric future. However, according to the latest data available from Stellantis, sales across the Ram Truck brand were down 19% during Q3 2024 in Kuniskis' absence, accounting for a 24% drop in combined year-to-date sales.
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Working to reverse the trend requires work down at the dealership sales level, as current conditions have left dealers struggling to sell many expensive vehicles that seemingly no one wants to buy.
However, Kuniskis' return is seen as a sign of a positive sign to come.
Among Mopar enthusiasts, Kuniskis is a legend. His 30 years at the conglomerate saw him in various positions at Chrysler and Fiat. Kuniskis' most notable tenure was with Dodge, where he spearheaded its rise as a pure performance brand. His promotion of the "Brotherhood of Muscle" tagline earned him the name "Father of the Hellcat," as he led an enthusiast-driven charge for ultra-high-performance muscle cars.
Though modern-day emissions regulations may discourage him from shoehorning 700-horsepower supercharged V8s under the hood of models intended to be EVs, dealers still believe his return is a breath of fresh air following the Tavares era.
In remarks to AutoNews, Michael Bettenhausen, the incoming chairman of Stellantis’ U.S. dealer council, said retailers were ecstatic about Kuniskis' return to his former position.
Related: Stellantis' new electric pickup provides a cure for range anxiety
He noted that his popularity among Stellantis brand dealers stems from his being a "down-to-earth guy" who isn't a shell in a suit.
Additionally, the dealer council leader praised his wealth of knowledge and understanding of the market, noting that his 32-year career is full of lessons.
“Tim [Kuniskis] has the ability to transcend and make an impact across all brands even if he’s focusing on one or two of them, as he’s done in the past,” he said.
“He brings a wealth of knowledge, and I think everyone in the company at some point of time has leaned on Tim for guidance and advice. You just can’t get those 32 years of sales and marketing experience he has and let it sit idle.”
Nonetheless, 2025 will be a year full of new releases for the Ram Trucks brand. The electric Ram 1500 REV and the 1500 Ramcharger range-extended EREV will be available within the next 12 months, alongside an updated line of heavy-duty trucks.
Stellantis NV trades on the New York Stock Exchange under the ticker STLA.
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