2023 Ram Promaster High Roof on 2040-cars

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Jeep and Ram do the pre-Super Bowl ad thing again

Fiat Chrysler is experimenting this year with pre-Super Bowl advertising that isn't — yet — Super Bowl advertising. The automaker's released five ads so far this week for Jeep and Ram. including two more today for the new Ram heavy duty trucks. But at the moment there are no plans to run them during the game. With a new focus on efficiency, the marketing team at Auburn Hills wants to see how the spots play online. The latest long-form Ram ads are called "Roll Rams Roll" and "Fourth Quarter," to go along with the long-form spot, "Make Sure of It," featuring the new voice of Ram commercials, actor Jeremy Renner. The latter spot represents the beginning of a collaboration with Ram and Renner. The wide-ranging actor will provide vocals for Ram's new campaign called "Led or Be Led" that begins later this month. "Roll Rams Roll" presents the classic scenario of two folks arriving at a four-way intersection at the same time. This time, however, one party is a seriously gung-ho tailgating crew in a Ram 3500 HD pulling a giant travel trailer, the other is a ginormous herd of Rams that have come from across the country to see their namesakes play. "Fourth Quarter" celebrates the unheralded workers who, like the best players, give their all until the final whistle, no matter how long it takes for that whistle to blow. Over in the Jeep-verse, fresh off of crushing a 1963 Gladiator, the off-road brand continues the association with the band OneRepublic that began last summer. The group mostly lets the images do the singing in the spot "More Than Just Words," which pairs the lyrics of the U.S. national anthem with representative visuals. FCA marketing honcho Olivier Francois called the week's commercials "a taste of what's to come." Whether that taste comes during the game, we don't know. Spots are rumored to cost $5.5 million for 30 seconds this year, up from $5.2 million last year, which comes on top of production costs that run into the millions. If an ad does well online, there's a chance it could appear during the show in Atlanta. Otherwise, you can check them out above and below, and watch out for rumored multi-brand Twitter shenanigans during the game. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. This content is hosted by a third party. To view it, please update your privacy preferences.

2021 Ram 1500 Mopar '21 Edition is a very-limited-production pickup

Ram offers a multitude of trim levels and options for the 1500 pickup truck, but some people just want something a little different and a lot more exclusive. For that, there's the 2021 Ram 1500 Mopar '21 Edition. It's a customized version of a Big Horn or Lone Star Ram, and only 250 will be produced: 210 for the U.S. and 40 for Canada. The Mopar '21 Edition gets a host of extra goodies, including a number of exclusive items. Among those are the black grille surround and exhaust, stripes, cloth seats with embroidered Mopar logos and bags on the backs of said seats that attach to Molle straps. Only four colors will be offered, silver, black red and blue. The truck also gets some other generally available accessories such as the hard bed cover, spray-in bedliner, adjustable tie downs, tow hooks, running boards and all-weather floor mats. The special edition is a package available for the aforementioned Big Horn and Lone Star Rams when equipped with a 5.7-liter V8, four-wheel-drive and the Crew Cab configuration with a 5-foot-7-inch bed. It's an extra $8,500 on top of the base price. If you're interested, the truck goes on sale this summer. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Maxwell RHEV Prototype First Drive Review | More than meets the eye

The Maxwell RHEV looks just like any small business' panel van, sporting large vinyl graphics and unassuming steel wheels. You'd have no idea that the co-founders of the startup based out of Seattle had grafted a salvaged Voltec powertrain from a junkyard Chevy Volt into this Ram ProMaster. Somewhere, a battery pack lurks. Maxwell's co-founders, CEO Max Pfeiffer and engineer Trey Camp, open the cargo area to reveal a completely unaltered space. Both are ex-Tesla employees with a long fascination for the #vanlife movement – that their interests intersected in a hybrid cargo van isn't surprising once you start talking to them. This is their first vehicle, a salvaged ProMaster sidelined with a blown 3.6-liter Pentastar, and it's both their prototype and the only Maxwell in existence right now. That said, the company is building a low-roof version for a customer, which will be lighter, have less aero drag and therefore be more efficient. The company is just emerging from a stealth startup mode, and while their backstory is fascinating, I'm still wondering where the Volt's 18.4 kWh battery pack is. "There's nothing in the back ... we're able to get the battery underneath the floor, in the center," Pfeiffer says. Ducking my head under the side reveals, sure enough, a little underside blister that contains the battery, tucked up neatly. The other changes to the RHEV – short for Range-extended Hybrid Electric Vehicle – are minimal. He pops the hood. There are some rough edges, but the 1.5-liter, 101-horsepower engine and 48-kW motor fit comfortably on custom engine mounts and with re-routed exhaust, behind a fascia that improves aero and houses the charge port. Custom axles send power to unaltered Ram hubs and brakes. "This version, it's a little bit prototype-y," Pfeiffer says. "We've had more time to work with the CAD [computer-aided design, engineering drawings] we were able to get from GM and Chrysler, and we've done a better job packaging for production." GM already spent billions on the Voltec and its controlling software, and Maxwell can happily ride those coattails. Despite the help GM has lent Maxwell, there are no official ties. An emulator sends spoofed signals to the Ram instruments, which have a new custom-printed face. The Ram's body control module is left alone. For powertrain faults, Maxwell says the vehicle can theoretically be serviced by any Chevy dealer, and any issue with the rest of the vehicle can be handled by a Ram service shop.