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Stellantis, the parent company of Ram, is taking its time entering the realm of electrification, but this cautious strategy seems to have won favor with its dealers. The upcoming Ram 1500 model is rumored to feature a gasoline range extender to allay concerns about range anxiety. According to a recent report by Automotive News, dealers were recently given a sneak peek at a new mid-sized pickup truck concept, and the feedback was overwhelmingly positive.
During the presentation, attended by Randy Dye, a former chairman of the dealer council at Stellantis, the proposed design for a smaller pickup than the full-size 1500 was described as “impressive.” Dye emphasized that the automaker is undoubtedly poised to re-enter the midsize truck market.
Ram
This conference marked a significant event following the merger of Fiat Chrysler with France’s PSA group to create Stellantis. Dealers were presented with over 30 different concept vehicles, with the midsize pickup concept standing out among the rest. Dye noted that the design of the truck was a true reflection of the Ram brand ethos, a feat which other automakers often struggle to replicate in their smaller truck models. He drew parallels between this concept and the Ram Revolution design.
The implications for competition in the industry remain uncertain. Companies like Ford and General Motors have yet to divulge plans for electrifying their midsize truck offerings, at least in public forums. For example, Chevrolet recently introduced the new Colorado model powered solely by internal combustion engines. Similarly, the upcoming Ranger, although not yet unveiled in the United States, is following a comparable path.
Nonetheless, Ram’s reentry into the midsize pickup segment could represent a significant strategic move. The last small pickup truck offering from Ram, the Dakota, ceased production in 2011, leaving the space predominantly dominated by the Toyota Tacoma. Despite Toyota’s strength in the midsize segment, domestic automakers continue to lead in the half-ton category. Thus, if Ram establishes itself as a pioneer in electrifying smaller trucks, it could yield substantial benefits.
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