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Ram Trucks celebrates 10 years as a standalone brand

In late September 2009, when Fiat still owned just 20 percent of Chrysler, Automotive News reported that Chrysler would turn Dodge Ram pickup trucks into the standalone Ram Trucks brand. On Oct. 5, 2009, the deed became official, so now it's time to celebrate the 10th anniversary — the tin or aluminum anniversary — of when the tagline "Grab Life" became "Guts. Glory. Ram." The truckmaker will let the world know about the milestone with a multimedia marketing campaign under the banner "Power of Innovation" that will run on broadcast and digital channels. The first 60-second spot is called "Power of Innovation" and debuted at the recent Texas State Fair; the Ram Trucks YouTube channel already counts a playlist showing off some of its goodies, with the hashtag #RamDoesThat. Two more 30-second marquee spots called "Bed" and "Hemi" will follow, as well as a series talking to Ram owners about their rigs. Ram Truck Celebrates 10-year Anniversary of Becoming Stand-alone Brand ‘Power of InnovationÂ’ Marketing Campaign multimedia campaign campaign includes three new broadcast videos all-new digital content viewed on RamÂ’s digital and social media channels new content featured on Ram brandÂ’s social series #RamDoesThat Launching with one-minute video called “Power of Innovation,” made debut September at State Fair of Texas spot speaks to how Ram Truck reinvent itself as stand-alone brand “Power of Innovation” 60-second spot will air broadcast this Saturday along with two new 30-second spots, “Bed” and “HEMI” digital content highlights real life Ram truck owners showcasing how features on their Ram truck enable capabilities and experiences in their everyday lives. “Power of Innovation” was created in partnership with the Ram Truck brand the Dallas-based agency The Richards Group. “Bed” and “HEMI” were created in partnership with the Ram Truck brand and the Doner Agency. trucks, ProMaster and ProMaster City vans Tradesman, Express, Big Horn/Lone Star, Rebel, Laramie Longhorn and Limited emerging as standalone brand October 2009 reclining rear seats, multi-link coil spring rear suspension, active-level four-corner air suspension, active air dam, mild-hybrid eTorque engine options, thermal axle technology, RamBox cargo management system and multifunction tailgate 2009 RamBox cargo management system.

Ram open to releasing electric pickup if buyers ask for one

Ram hasn't announced plans to launch an electric pickup yet, but it confirmed it's keeping a close eye on the burgeoning segment in case it needs to jump in. At least half a dozen electric pickups are scheduled to enter production during the first half of the 2020s, including models from Ram's rivals and from start-ups. "The reason we haven't spoken much about electric pickup trucks is not because we view that market as non-existent. 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 — most of which we have revealed," Mike Manley, the head of Ram parent Fiat-Chrysler Automobiles (FCA), told The Detroit News. There is not a single electric truck available new in the United States in 2020, but the segment is expected to balloon in the coming years. Tesla and start-up Rivian both introduced close-to-production concepts that remain over a year away from entering production. Ford will make an electric derivative of the 14th-generation F-150, while General Motors will send both Chevrolet and GMC marching into the segment; the latter will resurrect the Hummer name. On paper, it looks like Ram is behind. In reality, it's still too early to tell if the demand is there. What remains to be seen is whether carmakers can turn social-media likes and eye-catching headlines into profitable sales, or if the electric pickup will become the proverbial brown, turbodiesel, and stick-shifted station wagon of the 2020s — a vehicle everyone loves the idea of but that no one wants to spend a dime on. Pickups have ruled America's sales chart for decades, but electric cars remain a small niche at best; they represented a 1.6% share of the market in 2019. Ram is essentially waiting to find out if installing one of America's least popular propulsion technologies in the nation's favorite body style by a long shot will resonate with buyers. "We haven't revealed everything. But, obviously 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," Manley stressed. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Ram pickups to keep it steel through 2020

One of the hottest topics in the industry these days is automakers' expanding use of aluminum, especially for vehicle bodies and platforms. While the lightweight metal has historically been the preserve of premium brands and sports cars, Ford shocked the industry when it announced that its 2015 F-150 would go aluminum-intensive for its new generation. As it turns out, the material change doesn't even mean a big jump in the prices for most of its trims. Possibly in reaction to the big change, General Motors is said to be using the lightweight metal in its next-gen trucks, too. That only leaves Ram as an open question among the domestics, and at least for now, the company is apparently in no hurry to push tin.
According to Reuters speaking with two, unnamed insiders, the Ram 1500 isn't getting an aluminum infusion until sometime after 2020. That's not to say the truck is going to be stagnant for the next half-decade or more, of course. According to Ram's five-year plan, there's a refresh for the 1500 coming in 2015 and much bigger changes on the way in 2017. Those same sources tell Reuters that further revisions aren't expected until at least 2021, which is when the aluminum could be added.
Fiat Chrysler Automobiles CEO Sergio Marchionne hasn't minced words about his thoughts on using the lightweight metal in pickups. "I have better use of aluminum in this house than a pickup truck," he said in May. Having said that, Marchionne was clear that if the material turns out to be revolutionary in the segment, the company would be willing to follow.