Stellantis resurrects $100,000 Ram TRX V-8 pickup truck amid industry deregulation
Detroit — In a decisive pivot from its prior direction, automaker Stellantis has announced the return of its high-performance Ram 1500 TRX pickup for the 2027 model year, signaling a renewed corporate focus on powerful internal combustion engines as part of a comprehensive plan to reverse declining sales in the United States. The move capitalizes on a relaxed regulatory environment and aims to reignite consumer passion for its key brands.
The resurrected TRX, priced at approximately $100,000, will be powered by a supercharged 6.2-liter “Hellcat” V-8 engine producing 777 horsepower. Stellantis claims it will be the “fastest and most powerful production gas pickup truck in the world,” serving as a flagship “halo” model designed to generate excitement and draw customers to the entire Ram lineup. This revival is a centerpiece of Ram CEO Tim Kuniskis’s aggressive strategy, which has included over 25 planned announcements, from returning to NASCAR to canceling a previously promised all-electric Ram 1500.
A Strategic Reversal Amid Shifting Market and Regulatory Winds
The reintroduction of the TRX marks a stark reversal from Stellantis’s earlier plans to phase out such high-emission vehicles under stricter fuel economy rules. Kuniskis acknowledged that weakened federal regulations under the current administration aid the effort but stated, “I was going to do it anyway.” This strategic pivot underscores a bet that American consumer demand for iconic, high-performance vehicles remains a more immediate path to profitability than a full-scale transition to electrification, a high-stakes race playing out across the industry.
The urgency is driven by stark numbers: Stellantis’s U.S. sales have plummeted from over 2 million vehicles in 2020 to a projected 1.25 million in 2025, dropping the automaker from the fourth to the sixth largest in the market. The TRX and a newly announced high-output diesel engine for the heavy-duty Power Wagon are tactics to reclaim market share in a competitive ecosystem where pickup trucks are critical profit drivers.
Parallel Turnaround at Jeep: Streamlining for Growth
The performance push at Ram is mirrored by a simultaneous “reset” at Stellantis’s other cornerstone American brand, Jeep. Led by CEO Bob Broderdorf, the plan involves rationalizing Jeep’s model lineup, adjusting pricing, and enhancing standard features to halt a sales slide that began after a peak in 2018. “We’re laying a very strong foundation for growth,” Broderdorf said, highlighting upcoming models like a resurrected Cherokee SUV and an all-electric Recon.
Kuniskis, who oversees all U.S. brands, described the parallel efforts as “making Jeep more Jeep” while Ram doubles down on performance. However, the turnaround faces a challenging 2026 market forecasted to be flat or declining, meaning Stellantis must lure buyers from competitors. “It’s still a strong industry, so as long as we get our piece of it, we’ll be OK,” Kuniskis said, framing the coming year as a critical test of this nostalgic yet aggressive strategic maneuver.
