- Image: RAM

Do RAM want to build an electric truck?

If it was made, it would be a real competitor to Tesla, Nikola, Rivian and Hummer.

7w ago

6.9K

Electric pickup trucks seem to be a real emerging market right now. We've already seen the gloriously bonkers Tesla Cybertruck with its angular retro-futuristic styling that has left many of us scratching our heads. There's Nikola's pickup truck too, which promises to be a battery/hydrogen fuel-cell hybrid for maximum versatility. There's Rivian's R1T which has captured the attention of many enthusiasts with its unique 'tank steer' feature for maximum off-road capability. Last, but by no means least, there's the promise of the massively powerful Hummer pickup truck that'll see the rebirth of the legendary brand. Coupled with Ford's plans to build an all-electric F-150 sooner rather than later, there's one major pickup truck manufacturer in the US market that seems to be getting left behind: RAM.

Image: RAM

Image: RAM

RAM currently has no overt plans to build an electric truck. That doesn't mean that the company hasn't taken notice of the emerging market for them, though. CEO Mike Manley has said on a recent earnings call that "the reason we haven't spoken much about electric pickup trucks is not because we view that market as nonexistent... we've always had a slightly different view of timing and adoption rates, particularly in North America in terms of full electrification. We are very committed to our electrification strategy."

Image: RAM

Image: RAM

This is nothing new regarding FCA's electric vehicle strategy, especially when it comes to the US market. With market shares for EVs in America still being as slim as they are, it doesn't really make any sense to throw huge amounts of money into developing electrified versions of current models or all-new fully-electric vehicles. It's not like FCA hasn't made headway into electrification at all, though; it has clearly made plans for a plug-in hybrid version of the Jeep Wrangler and an all-electric Maserati. Surely an electric truck can't be that far behind if FCA is already making those steps? As Manley himself said on the aforementioned earnings call "pickup trucks are a key franchise for us, and we're not going to sit on the sidelines if there is a danger that our position gets diluted going forward."

Image: RAM

Image: RAM

With no explicit announcement or even basic speculation about when an electric RAM truck will emerge, we have absolutely no idea of what kind of timeframe to expect to see it pop up at some kind of motor show or via an online reveal (as is the norm these days thanks to the pandemic). For all we know, FCA could already be starting work on a fully-electric RAM 1500. We'll just have to wait and see. Judging by how quickly the EV market is accelerating into new ground however, it could be much sooner rather than later.

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Comments (3)

  • It would be great

      1 month ago
  • Ram is likely waiting to see what the EV truck market looks like before spending development money on a potential wrong direction.

    But they can’t wait too long. EVs are hard and they need the manufacturing experience at scale in order to compete. Otherwise they will lose market share.

      1 month ago
  • One hopes that Ram has one in development, ready to kick into production at a moment's notice. These big pickup trucks form the bulk of the production and profit for all America's vehicle manufacturers. To be left behind could prove fatal for any one of them. Talk of 'Tesla Killers' keeps the journalists in column inches, but so far, nothing has proved able to eat into their market or slow their production speed down. Despite being the most valuable motor manufacturer on the planet (after only ten years from a standing start) as well as both increasing production and profitability throughout the pandemic, there are still more orders than capacity to fulfil them for that Company. I keep ramming it home to those receptive enough to listen, that their new Texas TeraFactory, being built at Austin in Texas, will be building the CyberTruck in Texas, by Texans, in the very heartland of pickup truck country. All the other players have very low profit margins and another player eating into their market share could put them into running at a loss. 'Battery Day' is being held later this month, with a new battery technology believed to be announced by all those following these matters. More power in a smaller space for less cost... the magic bullet so to speak. We will see. Tesla is promising to license out its tech to whomever wants to pay for it and little doubt the battery packs will be part of the deal, so if all this prediction comes about, others such as Ram would not be left behind. I hope I'm right... only time will tell.

      1 month ago
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