With new truck prices under intense scrutiny, Ram CEO Tim Kuniskis says the industry conversation around affordability often misses the reality of how vehicles are priced and input costs they can’t lower. While buyers may hope for MSRP reductions, Ram’s strategy is focused on increasing value rather than lowering sticker prices. Why MSRPs Almost Never Go Down Kuniskis explained that while incentives rise and fall, base prices are tied to long-term costs that cannot easily be reversed. “Do I see us coming out tomorrow and saying we’re just going to cut all the prices? No,” Kuniskis said. “You’ve got embedded […] (read full article...)