Ram Trucks, stylized as RAM and formally known as the Ram Truck Division, is a United States-based brand of light to mid-weight commercial vehicles established in 2010 as a division of FCA US LLC, a wholly owned subsidiary of Fiat Chrysler Automobiles. It was spun-off from Dodge marque, using the name of the popular Dodge Ram line of trucks. Ram Trucks' logo was originally Dodge's logo.
Background
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Prior to the 1970s, Dodge had maintained a separate marque for trucks, Fargo, primarily for use outside the United States. After that point, all trucks made by Chrysler were distributed under the Dodge marque.
Ram Trucks was established as a division of Chrysler in 2010, as a spin-off from the Dodge brand, and using the name of the popular Dodge Ram line of pickups that is now sold under the Ram banner. According to Chrysler, the Ram Trucks brand will concentrate on "real truck customers," rather than casual truck buyers who buy trucks for image or style.
The Ram brand was created following Chrysler's acquisition by Italian automaker Fiat S.p.A., 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 started in the 2009 calendar year. The Fiat Ducato cargo van design has been adopted and is sold as the Ram ProMaster in North American markets, filling the gap created when Daimler ended production of the Dodge Sprinter in 2008. The goal was to increase truck sales "from today's 280,000 to 415,000 by 2014".
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, former Ram Division President Fred Diaz stated, "Ram trucks will always and forever be Dodge's. Ram will always have the Dodge emblem inside and outside and they will be 'vinned' (Vehicle Identification Number) 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. (However Ram Trucks are now 'vinned' as Ram.)"
In April 2013, former CEO Fred Diaz left RAM to serve as vice president of Nissan's divisional sales and marketing. He was replaced by Reid Bigland.
In August 2014, Ram truck brand CEO Reid Bigland was tapped to lead the Alfa Romeo brand in North America. It was announced that the new head of the Ram Trucks brand would be longtime Chrysler employee Robert Hegbloom, who joined Chrysler in 1986 and had previously been a director for the Dodge brand.
The Ram brand logo features the head of a ram, formerly the logo used by Dodge.
Trucks
For specifically foreign-market models (designed by Chrysler Europe, etc.), see below.
Also note that from 1927 to 1928, all trucks built by Dodge were actually sold under the Graham name, as that company held the marketing rights at that time.
Current
- Ram 700 (2014â€"present, Mexico only)
- Ram 1200 (2016â€"present, Middle East only)
- Ram Pickup (1500, 2500, 3500, 4500, and 5500) (1981â€"present)
- Ram ProMaster (Van 1500, Van 2500, Van 3500, and Chassis/cutaway Cab) (2013â€"present)
- Ram ProMaster City (2014â€"present)
- Ram ProMaster Rapid (2017â€"present, Mexico only)
Former
- Dakota (1987â€"2011)
- Ram Cargo Van (C/V) (2012â€"2015)
Production
Ram utilizes three facilities, two in North America and one in Europe, for the production of its vehicles.
Warren Truck Assembly, Warren, Michigan, United States. First opened in 1938, the facility has produced trucks for Dodge and Ram for over 70 years. Near the plant are also the Warren metal stamping plant, Mount Elliot tool and die plant which contribute parts and components to the manufacture of the Dakota and 1500 series.
The following models are currently assembled at the plant:
- Ram 1500 series, all crew cab and double cab models for the global market are assembled here except for the Ram 1500 Laramie, which is built at both the Warren facility and Ram's Saltillo Assembly for the Mexican market.
Saltillo Truck Assembly, Saltillo, Coahuila, Mexico. The plant manufactures the full range of the Ram truck series as well as the DX Chassis cab and ProMaster van. The plant has won numerous awards and has been recognized as the Chrysler groups best truck facility in terms of build quality. The Saltillo stamping plant is also attached to the facility.
The following models are built at the plant:
- Ram 1500 all regular cab models of various trim levels sold globally are manufactured at the facility as is the crew cab Ram 1500 Laramie for the Mexican market.
- Ram 2500 all models of various trim levels, cab type, and bed length. Vehicles built here are sold globally.
- Ram 3500 all models of various trim levels, cab type, and bed length. Vehicles built here are sold globally.
- Ram 4500 all models of various trim levels, cab type, and bed length. Vehicles built here are sold globally.
- Ram 5500 all models of various trim levels, cab type, and bed length. Vehicles built here are sold globally.
- DX Chassis Cab manufactured for the Mexican and Canadian markets only.
- Ram ProMaster
TofaÅŸ, Bursa, Turkey. The plant produces vehicles primarily for the European market; however, the Ram ProMaster City is produced at TofaÅŸ and imported into North America.
See also
Fiat Professional: Fiat Chrysler Automobiles light commercial vehicle brand marketed outside North America.
In popular culture
- Ram Trucks entered popular culture in an unintentional way on February 4, 2018 during Super Bowl LII. Their commercial's use of Rev. Dr. Martin Luther King Jr's sermon "The Drum Major Instinct" was quickly and widely panned by audiences, academics, news outlets and social media alike. Of particular concern was its insidious usage of a speech in which King condemned advertising ("we are so often taken by advertisers... those gentlemen of massive verbal persuasion"), to sell more Ram Trucks. Within hours content creators on YouTube had made spin-offs ("What Martin Luther King Actually Thought About Car Commercials", "The MLK Super Bowl Ad Dodge Didn't Show You", "What Dodge LEFT OUT Of Their MLK Commercial In Super Bowl" etc.) which showed a more accurate perspective of King's sermon and opinions about advertising.
References
External links
- Official website
- Ram Trucks's channel on YouTube
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