The CEO of Ram, who is passionate about V8 engines, states, ‘Electrification is remarkable’ and ‘will dominate.’

      Ram

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      The V8 celebration has returned at Ram with Tim Kuniskis taking the lead again. The Hemi V8 is back as a "Symbol of Protest," and the Hellcat-powered TRX has made a comeback. However, the leader, who grew up alongside drag racing with his father, understands that the music will eventually stop, and the future lies in electrification.

      In an exclusive interview on Thursday with The Drive, Ram CEO Tim Kuniskis stated, “Electrification is fantastic. And at some point, it will take over, you know?”

      Kuniskis likened the shift from gasoline-powered vehicles to electric ones to the time when gasoline cars surpassed horses and carriages. "The internal combustion engine took over because it was superior," Kuniskis remarked.

      Yet, the manner in which this transition is occurring has frustrated the executive behind the Hellcats. Reflecting on recent years, Kuniskis expressed, “The industry was transitioning, everyone was boasting about going to 100% electrification. Meanwhile, we were pushing a technology into the market. I'm not saying we were promoting a flawed technology.”

      He added, “The internal combustion engine took over because it was better.”

      According to Kuniskis, the main problem with the swift move to electric vehicles was the original timeline proposed for the change. “We were trying to accelerate electrification faster than consumers, the industry, and the infrastructure were prepared for. We will get there,” Kuniskis assured.

      Regarding electrified vehicles, he commented, "They have some significant advantages. You've seen hybrid supercars and e-turbos."

      Ram had announced an electric full-size truck named the Ram Rev back in 2023. However, after several delays, the automaker discontinued the Rev in August 2025 before it ever reached dealers.

      Adding to the confusion, the Rev was introduced alongside a range-extended (EREV) version of the truck, originally intended to be called the Ram Ramcharger. The EREV was first announced in late 2023. Following the cancellation of the Ram Rev, the company stated that the Ramcharger would now be called the Ram Rev upon its launch. As of now, the Ram website indicates that the Rev is “projected” to launch in 2026.

      As for the future of the revived Ram TRX and the longevity of the Hellcat-powered excitement? Kuniskis suggested, “Call Washington.” This remark comes six months after the Trump administration's decision to roll back emissions regulations, causing disruptions in automakers' product planning.

      Kuniskis noted, “I am not opposed to electric vehicles. I am against imposing options on consumers that are not consumer-driven. This industry thrives on emotion and passion. Without customer-driven emotion and passion, the whole industry risks collapsing.”

      He elaborated, “Consider that the average consumer finances a car for around six years but often trades it in after three. While I’m rounding off these statistics, you understand the point. Why finance a car for six years but trade it in three? Because we, as an industry, excel at introducing new, exciting products that spark enthusiasm and encourage customers to commit for another six years. Without this, the industry may drop from 17 million to about half that in retail sales. It’s the cycle we’ve created in this industry that keeps it thriving, and at the heart of it lies customer excitement and passion. When customers express they're not ready for this shift—due to factors like towing capacity or performance in cold weather, and only 5% show interest while we aim for 100%—you disrupt that cycle,” Kuniskis concluded.

      The CEO's objective? To keep the cycle turning.

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