Stellantis has unveiled plans to introduce a new lineup of “muscle trucks” under its Ram brand, despite the backdrop of soaring gas prices in the U.S. due to the ongoing conflict in Iran. During a recent media event at the Chelsea Proving Grounds in Michigan, the automaker presented the Rumble Bee pickup trucks, equipped with powerful V-8 engines and a host of specialized design features geared towards performance.
The highlight of the lineup is set to be the Rumble Bee SRT model, which will house a formidable 6.2-liter supercharged Hemi V-8 engine, boasting an impressive 777 horsepower and a targeted top speed of 170 mph—capabilities that parallel those of high-performance sports cars. Tim Kuniskis, the head of Ram, encapsulated the brand’s bold strategy by exclaiming, “This is absolutely a ‘hold my beer,’ watch this, push the chips in moment. Welcome to the era of muscle trucks.”
While the average gas price currently stands at $4.56 per gallon, Kuniskis believes that launching these trucks now is crucial, as full-size pickups have increasingly ventured into the luxury and off-road markets. He pointed to a scarcity of traditional muscle car offerings as the automotive industry ramps up electrification efforts. “We chased electrification, and that tide changed. This tide will change as well,” Kuniskis remarked, anticipating a future where gas prices normalize by the time the trucks hit dealership floors.
Despite the limited sales volume typically associated with high-performance models, Kuniskis noted that they often yield three times the profit margin compared to standard vehicles and serve as “halo products,” drawing attention to the Ram brand. The trucks will be built at Stellantis’ plant in Saltillo, Mexico, and are anticipated to arrive in U.S. dealerships starting this fall.
The pricing details remain under wraps, but Kuniskis indicated that an entry-level 5.7-liter Hemi V-8 muscle truck could be expected to cost around the upper range of a well-equipped Big Horn model, which may exceed $60,000. The SRT variant could emerge as a premium offering alongside the $100,000 TRX off-road performance truck.
The new muscle trucks will feature quad cabs with smaller backseat doors, differentiating them from many full-size pickups currently available in the U.S. The lineup will launch initially with the 5.7-liter Hemi V-8 model, followed by the Rumble Bee 392 and Rumble Bee SRT in early 2027.
Analysts have expressed skepticism regarding the sales potential of the muscle trucks. Stephanie Brinley, an automotive analyst with S&P Global, acknowledged that while volumes may not be significant, these models could serve to retain customer loyalty and spark excitement around the brand. “The SRT is kind of a nice counterpoint to the off-road version, but that’s not gonna be high volume,” she stated.
Historical context suggests that performance trucks have typically had short lifespans, but Ram has previously spotlighted off-road performance models such as the Rebel and TRX. The brand also brought back Rumble Bee versions more than two decades ago, which featured shared components with Dodge Vipers.
Kuniskis candidly acknowledged the uncertainty surrounding this venture, stating, “There is no market research that’s going to tell you what we’re doing is a good thing. It’s not even a safe bet. It’s been done before and it has never worked. But we think the last time it was done the strategy was not right.”
The announcement of the muscle truck lineup coincides with Stellantis’ first investor day under CEO Antonio Filosa, who is keen to highlight the return of the Ram Hemi V-8 engine—a decision previously abandoned under former CEO Carlos Tavares—as a positive factor despite prevailing high gas costs. Kuniskis confirmed ongoing increases in Hemi production, though demand continues to exceed supply, and he expressed optimism over improving production figures.
