The Ram brand is in dire need of a midsize truck, according to CEO Tim Kuniskis. He has been vocal about the importance of building a proper truck that punches above its weight at $40,000.
This price point is crucial for Ram as it seeks to recapture the market share lost since the discontinuation of the 1500 Classic. The current midsize segment is dominated by Toyota's Tacoma, which has seen significant sales in recent years, including a record-breaking 274,000 units sold in 2025.
Kuniskis emphasizes that a midsize truck needs to have real capability, towing, and payload capacity, rather than being just a smaller version of a full-size truck. He also hints at the possibility of electrification, citing the success of the hybrid powertrain in the Cherokee, but leaves room for further development.
The Ram CEO is tight-lipped about the powertrain details, but stresses that the midsize truck needs to be a 'real truck' that meets the expectations of buyers. With the industry shifting towards more capable and accessible trucks, Ram's new Dakota is facing significant pressure to deliver on its promise.
The company's strategy is to capitalize on the demand for midsize trucks by offering a truck that can compete with the likes of Toyota's Tacoma, while maintaining its reputation as a brand known for its full-size capabilities. By doing so, Ram aims to reclaim its position in the market and attract new customers who are looking for a reliable and capable midsize truck.