2014 Ram 1500 Tradesman/express on 2040-cars

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Truckmakers squabbling over who can sell Jimmy Fallon a pickup

Snagging a celebrity endorsement is a big deal for automakers, as evidenced by the recent efforts of the Detroit Three to try and woo The Tonight Show's newest host, Jimmy Fallon, into one of their trucks.
After announcing during Wednesday night's show that he was in the market for a pickup truck, Fallon set off a firestorm of efforts on Twitter, with both Ford and Chevrolet petitioning the funnyman to test out a truck. According to Ad Age, Ford recommended the King Ranch edition of its next-generation F-150 while the show was still airing. Chevy, meanwhile, waited until the next morning to pitch a Silverado to Fallon.
The winner of this social media feeding frenzy, though, was Ram. Promoting a variation of its "Guts, Glory, Ram" tagline, the Auburn Hills-based manufacturer created the hashtag #GUTSGLORYFallon. It even went so far as to park a Ram 1500 outside 30 Rockefeller Center in New York, where The Tonight Show is filmed. On the back of the Ram sat a sign, reading "Big enough, Jimmy? Test it out," referencing a joke from the Wednesday show.

Stellantis axed the SRT engineer team, but performance isn't going away

Stellantis has broken up the Street & Racing Technology (SRT) engineering team that created over a dozen high-performance vehicles, including the Dodge Charger Hellcat, but the situation isn't as dire as it sounds. The newly-formed company assigned SRT's former engineers to different positions, where they'll continue to make hot rods. "All of the core elements of the SRT performance engineering team have been integrated into our company's global engineering organization," a spokeswoman told enthusiast website Mopar Insiders. She added that integrating SRT's personnel into other brands in the Stellantis portfolio will ensure that the lessons learned from decades of peddling speed will permeate other products. Previously, SRT operated with a high degree of independence. Don't get too excited. Her statement does not necessarily mean that Citroen will begin building cars powered by the Hellcat engine, though a C3 Chat D'enfer sounds absolutely epic. Technology transfer will likely be limited to fields like aerodynamics and thermal management, and the design department might learn a couple of neat new tricks. Dodge will still move forward with the development of its next SRT-branded cars; the decision to dissolve the SRT team will not affect future models, according to the spokeswoman. Whether they'll be powered by a V8 is up in the air, because company boss Tim Kuniskis warned that regulations are killing the eight-cylinder engine. Similarly, Jeep will continue designing high-performance models, like the Grand Cherokee Trackhawk. What changes is that the model will be developed and designed by a group of engineers and designers from Jeep, not from SRT. SRT is dead, but performance isn't going away. SRT's demise nonetheless marks the end of an era for Chrysler. The division traces its roots to 1989, when some of the company's brightest minds were brought together to develop the first-generation Dodge Viper. It merged with Team Prowler to form the Specialty Vehicle Engineering (SVE) group, which was renamed Performance Vehicle Operations (PVO) in 2002 and finally dubbed SRT in 2004. SRT has operated as the carmaker's in-house tuner since, its resume includes a diverse selection of cars ranging from the Neon SRT-4 to the 1500 TRX, and it was promoted to a standalone brand led by designer Ralph Gilles in 2011. Fiat-Chrysler Automobiles (FCA) axed the SRT brand in 2014 but kept the name and the development team. Related video:

Ram is 'actively and aggressively' looking at smaller trucks

We sat down with Ram CEO Mike Koval Jr. at the Detroit Auto Show, and he dropped a number of interesting tidbits about some of Ram's plans for the near future. In particular, he made it sound like Ram is seriously considering adding smaller trucks to its lineup. But it also has bigger pickup reveals coming up both for the heavy duty line and our first look at what will become the electric Ram 1500. With smaller trucks, Koval's exact words were that they are "actively and aggressively" looking at trucks smaller than the current  Ram 1500. We asked specifically about midsize trucks, but he added that they're also quite interested in even smaller vehicles than that, which in the U.S., at least, would be Maverick-sized. Koval also noted that Ram might be able to leverage Stellantis' wide array of brands for additional models. Another factor that may have Ram interested in smaller options is that it's expanding in other markets. Koval said Ram has seen record sales in international markets, with standouts being South America and Australia. As for potential platforms for smaller Rams, the Gladiator platform would seem like a strong choice for a midsizer, since it's a traditional truck construction-wise, is already U.S.-certified, and has gone through some truck reinforcements. Outside American options, Peugeot sells a small to midsize pickup called the Landtrek, which was co-developed with a Chinese company. Ram also sells sub-compact pickups in Mexico and South America that are Fiat-derived. These latter two options would probably require significant alterations to bring them up to the refinement and performance standards of U.S. buyers, though. Koval also gave us a little hint at more concrete Ram product reveals in the near-term. Apparently it will have a major Ram HD announcement in October. He wouldn't say what exactly, though. With Ford Super Duty getting a refresh soon, we wouldn't be surprised if the same will be happening with the Ram HD. After the HD, Ram will show the Revolution concept in November, which will preview the electric Ram 1500. With a date like that, we're betting a reveal at or near the L.A. Auto Show. The production Ram 1500 electric pickup will be coming in 2024, and it will be accompanied by some sort of plug-in hybrid, possibly in a range-extender series-hybrid setup. Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.