Ram’s Hemi Comeback After Discontinuation
Ram has acknowledged its mistake in eliminating the iconic American-made Hemi V-8 engine, known for its impressive power, and is now working to revive it following a significant sales drop.
The beloved Hemi engine will be back in the 2026 model year after being phased out in the 2025 Ram Truck lineup, a decision taken as part of a larger strategic shift by Stellantis CEO Carlos Tavares.
Tim Kuniskis, who has recently taken over as RAM CEO, seems to regret the decision to discontinue an engine that has powered many of the brand’s best-selling trucks for decades.
In a newly released advertisement, Kuniskis openly admitted to the error and expressed intent to correct it by reintroducing the Hemi. “We own it. We got it wrong, and we’re fixing it,” he states in the ad.
The discontinuation of the Hemi was part of a broader shift towards stricter emissions standards implemented by the current administration and a move to enhance fuel efficiency across the model range.
Lindsay Fifelski, head of RAM brand advertising, explained that when the Hemi was removed from production, there was an overwhelming reaction on social media from loyal fans expressing their frustration. “We knew we couldn’t avoid this moment. We had to meet up front,” she noted.
The ads showcase roaring engines and depict Kuniskis driving RAM trucks at high speeds on a racetrack, emphasizing the power of the Hemi engine. In one scene, he passionately declares, “You’re hearing it? That’s our Hemi and it says ‘I’m back.'”
The energy of the commercial, accompanied by scenes of tire smoke and cheers, captures a sense of excitement. Kuniskis concluded the ad with a triumphant promise: “We’re back in American motorsports. Hemi’s back. And we’re not going anywhere.”
RAM and its parent Dodge had exited NASCAR after the 2012 season. This advertisement serves as both an apology for the earlier decision and a reintroduction of the Hemi engine, which is recognized for its unique hemispherical combustion chamber design that enhances airflow and power output.
The original HEMI was replaced by a new 3.0-liter twin-turbo inline 6 engine, which fit into Stellantis’ strategy to focus on smaller, more efficient powertrains. Although marketed as a more efficient and powerful alternative, this decision faced backlash from long-time fans who appreciated the Hemi’s unique sound and performance.
Sales for RAM took a hit, declining over 18% year-on-year in 2024. Kuniskis expressed optimism that the reintroduction of the Hemi could help bolster RAM 1500 pickup sales, which previously accounted for a significant portion of their market.
This renewed interest suggests that the brand may indeed regain its footing, not just through marketing but also by responding to customer sentiments.
Stellantis, a major player in the automotive industry, encompasses several brands, including RAM, Dodge, Fiat, and Jeep. Currently, many automakers like Ford and GM are reassessing their electrification strategies due to rising costs and changing consumer demands, with some delays in electric vehicle releases reported.
The landscape for electric vehicles seems to be shifting, with inventory accumulating and selling speeds for EVs lagging behind gas-powered vehicles, as consumer interest appears to fluctuate.
