This Astonishing Figure Highlights How Mistaken Stellantis Was Regarding the HEMI V8 | Carscoops

      CEO Kuniskis anticipates that around 40 percent of Ram customers will select the Hemi once the final sales numbers are compiled next year.

      

      July 19, 2025 at 13:55

      

      by Stephen Rivers

      By eliminating the renowned Hemi V8 engine, Ram risked losing 30,000 sales each year.

      Customer loyalty and brand identity necessitated its return, despite the presence of newer alternatives.

      The company received over 10,000 orders within just 24 hours of reintroducing the option.

      For many truck owners, the engine's specifications extend beyond mere horsepower or torque. It encompasses identity, sound, legacy, and a genuine experience that specifications alone cannot convey. Ram’s decision to reinstate the Hemi V8 transcends business strategy; it reflects a reluctant acknowledgment that, regardless of how technologically advanced or efficient new engines may be, many buyers still desire the traditional V8 rumble and remain unconvinced otherwise.

      Ram’s new CEO, Tim Kuniskis, estimates the brand would face a loss of approximately 30,000 sales annually without the Hemi V8. This figure underscores more than just a preference; it highlights the significant connection truck owners feel towards the Hemi and, by extension, to V8 engines in general. This is why Ram had to reintroduce it, even though the Hurricane inline-six that replaced it is superior in many aspects.

      Automakers frequently claim that their decisions stem from market trends, but that narrative is incomplete. What they often won’t admit is their active role in shaping the market. While they may follow trends, they also influence them, effectively occupying both sides of the market dynamics.

      However, this was not the case with the Hemi V8. When Stellantis opted to eliminate it, brands under its umbrella tried to present it positively. Now, it’s evident that customers were not easily convinced.

      **Customer Loyalty Prevails**

      This customer loyalty is why Ram felt compelled to bring the Hemi back, even after investing countless millions in the new Hurricane inline-six. “With loyalty running at 75% to 80% in the truck segment, losing any of those customers is not an option,” Kuniskis recently stated to CNBC. “Everyone knows the term Hemi, even if they aren't entirely familiar with it,” he added. “‘Oh, it’s got a Hemi,’” showcases the brand recognition that buyers want to associate with.

      “Americans connect truck performance with V8 engines, particularly with Ram,” said Ed Kim, President and Chief Analyst at AutoPacific. “Ram customers are particularly passionate about having that robust American V8 under the hood.”

      Kuniskis expects that approximately 40 percent of Ram buyers will choose the Hemi when the final numbers are revealed next year. This expectation is not surprising, as it significantly exceeds the Ford F-150's V8 selection rate, which is around 25 percent, although it slightly trails behind General Motors. According to Kuniskis, this disparity likely stems from GM providing customers with more options, including two different V8s and a four-cylinder, in addition to its diesel engine offering.

      **Customers Are Willing to Pay**

      Even more revealing is the rapid customer response. Ram recorded over 10,000 orders within the first day of availability. Notably, Ram does not allow most customers to opt for it without a fee. Unlike Ford, which often offers its V8 option at no extra cost, or GM, which has a wider range of standard engines, Ram charges $1,200 for the Hemi. Naturally, this has not hindered buyers’ enthusiasm.

      The 2026 Ram 1500 Black Express with HEMI V8