Will RAM's renaissance render rivals worthless?

FCA's massive investments into their trucks have been paying off, but will their popularity continue into the 2020's?

46w ago

19.4K

RAM is on a massive upswing at the moment thanks in part to its latest generation of the 1500 and rumored models like the Dakota and Rebel TRX. While many people are considering this to be a RAM renaissance, it's important to remember that there are several factors that led RAM to enter this second golden age.

Don't forget that Dodge wowed the truck market back in the mid-1990s with the second generation Ram models. With a sophisticated interior and styling that made the Silverado and F-Series seem downright utilitarian, the Ram was able to secure a massive section of the market. As the F-Series and Silverado fought back with newer engines, modern styling updates, and more up to date interiors and technologies, the Ram lagged behind.

The fourth generation Ram 1500 came out for 2009 and was responsible for a massive surge in overall sales that has nearly tripled in the years since its launch. The fourth generation Ram became more luxurious and more family focused, while also packing some serious power under the hood courtesy of FCA's impressive gasoline and diesel engines.

The fifth generation Ram aims to continue this upward trend and with the Rebel TRX promising Hellcat-like power figures, while the Heavy Duty Ram provides the most powerful diesel engine out of the Big Three at the moment, it's no surprise that RAM is on its way to the top, but there are also several other factors involved with the amount of developments within the brand at the moment.

FCA CEO Mike Manley is using corporate a RAM chassis to create the upcoming Jeep Grand Wagoneer. The Jeep Gladiator was built with the understanding that RAM would be making a smaller version of the RAM-Series, and will most likely be a revival of the Dakota.

Both of these projects will use corporate parts that don't need a lot of new developments, which helps keep cost down, and with prices competitive with the rest of the segment, they'll likely be cash crops for RAM and Jeep respectively. Add in the fact that FCA hasn't been producing new models for Chrysler and Dodge, and it suddenly becomes clear as day.

FCA has been pouring its money into Jeep and RAM because they know they will make money, it's simply a matter of aligning their products with brands that have continued to sell well, and increase their sales. The RAM lineup has done exceptionally well in the past decade, and with the sudden developments from Jeep as well, we're likely to see some pretty exciting models from RAM within the next few auto show cycles.

THE TAKEAWAY

RAM is on a hot streak, and with several new models on the way, RAM will continue to be a success, as long as the market remains focused on buying pickup trucks for casual use as well as utilitarian purposes.

What future RAM model are you the most excited for? Comment Below!

Join In

Comments (21)

  • It’ll be a success for fake-ass-country city boys who’s get dad to buy it for them. Anyone knows you want a work truck for your farm or job site, buy Ford

      10 months ago
    • It’s totally up to opinion with trucks. You love one, hate another. Yes, I want a RAM over a Ford and Chevy, only because I think their better. I don’t like Ford’s modern outlook, and all Chevy’s I’ve come into contact with have been shit

        10 months ago
    • Not dad but daddy.

        9 months ago
  • Sorry but FORD own the North American truck market. Add in that Ford owners are some of the most brand loyal people out there (I own an old Fusion myself) and there is no way Dodge or Chevy will wrestle that crown away from Ford.

      9 months ago
  • Nice alliteration in the headline, btw... Concerning RAM, I think FIAT usually dilutes things until they lose their genuine character. Just take a look at the european Jeep models.

      10 months ago
    • I see your concerns, but I also see it as expanding the brand to cover a larger audience. At this point FCA sells their vehicles under entirely different brands. Muscle car? Dodge. Minivan? Chrysler. Truck? Ram. SUV? Jeep. By that logic, I'm...

      Read more
        10 months ago
    • From a marketing view you're right. I really hope that future models are going to fill out those categories esp. concerning muscle and SUV.

        10 months ago
  • An electric one. They have 3 or 4 more years to develop one before BEV makers get big enough to really challenge them.

      10 months ago
    • No. Electric trucks just don’t make sense

        10 months ago
    • With much higher low end torque and regenerative braking to ease wear on the mechanical brakes, electric trucks are already far better for businesses that tow or haul short distances like lawn service and plumbers.

      The only argument...

      Read more
        10 months ago
  • I've had my fourth gen Ram for over two years and still love it to this day. If you want a 1/2 ton that drives nice with an empty bed and a better price point, you buy the Ram. Most pick-ups with an empty bed drive like crap because they use leaf springs for suspension so they can tow a few more pounds.

      9 months ago

YOU MIGHT ALSO LIKE

Post sponsored by

Have you ever used an OBD tool to diagnose your car or clear fault codes?
Who remembers when BMW’s CEO collapsed on stage ?
How I spent $40 on a fake license plate to spite John Coleman
The SSC Tuatara is officially the fastest car in the world
21