Ram Eyes Affordable Pickup to Fortify Sales
Ram is reportedly working on an affordable truck to bolster its sales figures. The brand’s Chief Financial Officer, Doug Ostermann, has acknowledged the need for a more budget-friendly option, as the company looks to course correct after a few strategic missteps.
Ostermann, speaking at a Wolfe Research conference, highlighted the clear demand for a less expensive full-size pickup. This move would represent a significant shift for Ram under the leadership of Stellantis CEO Carlos Tavares. Previous decisions, including the discontinuation of the Ram 1500 Classic, have left a gap in the market.
Filling the Void
“We need to introduce kind of a lower-end trim of the new pickup to fill that gap [left behind by the 1500 Classic],” Ostermann stated, according to Bloomberg. While he did not specify when this new model would arrive, the need is clear.
The decision to retire the 1500 Classic, which was based on the older 2008 version of the 1500, has proven costly. Approximately 1,100 jobs were lost at the Warren Truck Assembly Plant in Michigan. This occurred just before Ram reported a 15% decrease in pickup sales in the United States for 2024.
What To Expect
Ram is considering a few possibilities for the new budget-friendly pickup. One option is a stripped-down version of the current 1500. Alternatively, the company could target the mid-size truck market. Ram could also introduce a smaller pickup model to go head-to-head with competitors like the Chevrolet Colorado or Ford Ranger. This smaller truck might utilize a unibody platform from Stellantis, potentially manufactured at the Belvidere Assembly Plant in Illinois.
The future of these initiatives remains uncertain, with further details expected in the coming months
