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Ram Trucks

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Ram Trucks
Company typeDivision of Chrysler LLC
IndustryAutomobile
Founded2010
Headquarters
Auburn Hills, Michigan
,
U.S.
Area served
North America
Key people
Fred Diaz, Jr. (CEO of RAM Division)
ProductsSmall to moderate payload pick-up trucks
ParentChrysler Group LLC
WebsiteRamTrucks.com

Ram Trucks (formally known as the Ram Truck Division) is a United States-based brand of light to mid-weight pickup trucks established in 2009 as a division of Chrysler Group LLC.

Background

Ram Trucks was established as a subsidiary of Chrysler in 2009, using the name the Dodge Ram line of pickups that is now part of the market offer.[1] According to Chrysler, the Ram brand will concentrate on "real truck customers," rather than casual truck buyers who buy trucks for image or style.[2]

The Ram brand was created following Chrysler's alliance with Italian automaker Fiat, and the plans called for Dodge switching to an exclusively car-based lineup with all pickup and future heavy-duty trucks by Chrysler being sold under the Ram brand. This was to start in the 2010 calendar year, along with a possible future replacement for the Sprinter to be derived from the Iveco Daily, by Fiat. The goal was to increase truck sales "from today's 280,000 to 415,000 by 2014".[3]

Executives at Chrysler have stated their intention to compete in the semi-trailer truck category with Ram, a possibility that is aided by Fiat's ownership of Iveco and an already available network of Dodge dealers. Even though the Ram trucks are marketed separately from Dodge cars, Ram Division President Fred Diaz stated, "Ram trucks will always and forever be Dodges. Ram will always have the Dodge emblem inside and outside and they will be vinned as a Dodge. We need to continue to market as Ram so Dodge can have a different brand identity: hip, cool, young, energetic. That will not fit the campaign for truck buyers. The two should have distinct themes."[4]

The Ram brand logo features the head of a ram, or uncastrated male sheep.

Model lineup

Current

Former

References

  1. ^ "Ram brand created, Gilles to lead Dodge cars and Fong leaves in Chrysler shakeup". AutoWeek. 2009-10-05. Retrieved 2011-01-23.
  2. ^ Hoffman, Bryce G. "Chrysler brands to aim appeal at specific lifestyles", The Detroit News, 2009-11-05, retrieved on 2009-11-07.
  3. ^ Kilcarr, Sean (2009-11-05). "Chrysler to get Fiat commercial vans". Fleet Owner. Retrieved 2011-01-23.
  4. ^ McElroy, John (2009-11-06). "Chrysler Considers Getting Back Into Big Rigs". Autoline on Autoblog. Retrieved 2011-01-23.
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