Stellantis believes offering a V8 engine is still critical in the pickup market, even if relatively few buyers actually choose one. According to CEO Antonio Filosa, nearly half of truck buyers will not even consider a brand unless a V8 sits somewhere on the options list. His comments help explain why the Hemi V8 returned to the Ram 1500 so quickly after being dropped from the lineup, as well as the new Rumble Bee‘s existence.
Buyers Still Want A V8 Option
Stellantis
Speaking to The Drive in Detroit, Filosa said around 40% of pickup buyers refuse to consider a truck brand that does not offer a V8 engine. According to him, many customers simply want to know the option exists, even if they end up choosing something else. That thinking now forms part of Stellantis’ “Freedom of Choice” strategy in the United States. After emissions regulations became less restrictive, the company moved quickly to bring the Hemi V8 back to Ram’s full-size pickup range in under a year.
Other automakers have learned similar lessons. Mercedes-Benz faced heavy criticism after replacing V8-powered AMG 63 models with four-cylinder hybrid powertrains, eventually leading the brand to confirm the V8’s return in some applications after customer backlash.
Efficiency Is Irrelevant
Stellantis
Filosa’s comments also reveal why Ram received the revived Hemi before Dodge. Despite the turbocharged Hurricane six-cylinder engine outperforming the Hemi V8, many pickup buyers still prefer the V8 engines as they associate them with power and character.
The V8’s return forms part of Stellantis’s $70 billion investment to introduce 60 new models, with Jeep, Ram, and Dodge at the helm. Other than that, Ram is reportedly preparing a smaller pickup aimed directly at the Ford Maverick. Rival automaker General Motors is also said to be investing $1.3 billion to build the next-generation small-block V8 for future pickup trucks.
EVs Are Still Part Of The Plan
Jeep
Despite the renewed focus on V8 engines, Filosa stressed that Stellantis is not abandoning electrification. He confirmed the fully electric Jeep Recon will launch before a gasoline-powered version arrives around 12 to 18 months later. He also noted that Stellantis could quickly expand its EV operations in North America using technology and platforms already developed in Europe. The company is also reportedly working on an affordable electric city car expected to cost around $17,500. For now, though, Stellantis seems convinced that keeping the V8 alive remains essential, even if many truck buyers never actually tick the box.
