Ram Trucks
FormerlyDodge Ram
Company typeDivision
IndustryAutomobile
PredecessorHistorical: Graham Brothers Trucks, Fargo Trucks, Plymouth Trucks,[1] and Dodge Truck division
Founded2010; 14 years ago (2010)
Headquarters
Auburn Hills, Michigan, U.S. Administration, Research, Engineering & Design
Area served
North America, Middle East, Latin America, Europe, Southeast Asia, Oceania, and Angola
Key people
  • Timothy Kuniskis (Ram Brand CEO)
ProductsTrucks and vans
ParentStellantis
Websitehttps://www.ramtrucks.com

Ram Trucks (stylized as RAM) is an American brand of light to mid-weight pickup heavy duty trucks and other commercial vehicles, and a division of Stellantis (previously Fiat Chrysler Automobiles). It was established in a spin-off of Dodge in 2010 using the name of the Ram pickup line of trucks.[2] Ram Trucks' logo was originally used as Dodge's logo. Ram 1500 "Classic" trucks are made at the Warren Truck Plant in Warren, Michigan, United States, and at the Saltillo plant in Saltillo, Coahuila, Mexico. New series Ram 1500 pickups are made at Sterling Heights Assembly in Sterling Heights, Michigan. Since its inception, the brand has used the slogan "Guts. Glory. Ram."

Background

Prior to the 1970s, Dodge had maintained a separate marque for trucks, Fargo Trucks, primarily for use outside the United States. After that point, all trucks made by Chrysler were distributed under the Dodge marque.

In June 2009, when Chrysler emerged from Chapter 11 bankruptcy protection, Fiat Group received a 20% stake in Chrysler Group LLC and Sergio Marchionne was appointed CEO, replacing CEO Robert Nardelli.[3] On June 10 that year, substantially all of Chrysler's assets were sold to "New Chrysler," organized as Chrysler Group LLC. The federal government provided support for the deal with US$8 billion in financing at near 21%. Under CEO Marchionne, "World Class Manufacturing" or WCM, a system of thorough manufacturing quality, was introduced and several products re-launched with quality and luxury. The Ram, Jeep, Dodge, SRT and Chrysler divisions were separated to focus on their own identity and brands.

Ram Trucks at Paris Motor Show 2018

Ram Trucks was established as a division of Chrysler in 2010, as a spin-off from Dodge, and using the name of the Dodge Ram line of pickups that is now sold under the Ram banner.[4] 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.[5]

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."[6]

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. Ram trucks are marketed separately from Dodge cars; former Ram Division President Fred Diaz stated, "Ram trucks are not a Dodge model. Ram will always be 'vinned' (Vehicle Identification Number) as a Ram. 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."[7]

On July 21, 2011, Fiat bought the Chrysler shares held by the U.S. Treasury, increasing its stake in the company.[8]

In April 2013, Diaz left Ram Trucks to serve as vice president of Nissan's divisional sales and marketing. He was replaced by Reid Bigland.[9]

Fiat Chrysler formed as a new corporate entity in January 2014.

In August 2014, Ram Trucks 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 been a director for Dodge.[citation needed] In October 2018, Bigland was promoted to CEO of Ram Trucks. Shortly thereafter, he discovered that the division had been misreporting sales figures and turned over that information to the U.S. government for investigation. Allegedly, Fiat Chrysler cut his bonuses in retaliation, which resulted in Bigland filing a whistleblower lawsuit against them. In March 2020, Bigland announced his resignation.[10]

Stellantis formed in 2021 when Fiat Chrysler merged with the French PSA Group.

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.

From 1927 to 1928, all trucks built by Dodge were sold under the Graham name, as that company held the marketing rights at that time.

Current

Former

Production

Ram vehicles are manufactured at five facilities; two in North America, one in Western Asia, and two in South America.

In popular culture

Ram Trucks entered popular culture in an unintentional way on February 4, 2018, during Super Bowl LII.[17] Their commercial's use of Rev. Martin Luther King Jr.'s sermon "The Drum Major Instinct" was quickly and widely panned by audiences, academics, news outlets and social media alike.[18][19][20][21] Of particular concern was its 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.[22][23] 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.) that showed a more accurate perspective of King's sermon and opinions about advertising.[24]

Ram trucks feature prominently in Taylor Sheridan's Yellowstone television series as the chosen work vehicles of the Yellowstone Dutton Ranch, featuring the ranch's logo and branding on the sides of the vehicles. The trucks feature a variety of configurations, mostly 2500-series trucks with the 6.7L Cummins diesel.

European versions of Ram vans

Fiat Professional: This was FCA's global light commercial vehicle brand marketed outside North America, marketing the same vans marketed as Ram in the Americas. In the other part of Stellantis, PSA, and all brands except DS Automobiles sell vans in three sizes under their respective brands.

References

  1. ^ "Motoring Memories: Plymouth Trucks, 1937–1941 and 1974–1983". autos.ca. July 9, 2010. Retrieved August 11, 2023.
  2. ^ Macfarlane, Andrew (April 24, 2022). "Here's How Dodge Pickups Evolved Over The Years". Hot cars. Archived from the original on April 24, 2022. Retrieved December 16, 2023.
  3. ^ Noah Joseph. "BREAKING: Marchionne confirmed as post-bankruptcy Chrysler CEO". Autoblog.com. Retrieved September 1, 2012.
  4. ^ "Ram brand created, Gilles to lead Dodge cars and Fong leaves in Chrysler shakeup". AutoWeek. October 5, 2009. Archived from the original on June 22, 2011. Retrieved January 23, 2011.
  5. ^ Hoffman, Bryce G. (November 5, 2009). "Chrysler brands to aim appeal at specific lifestyles". The Detroit News. Retrieved November 7, 2009.
  6. ^ Kilcarr, Sean (November 5, 2009). "Chrysler to get Fiat commercial vans". Fleet Owner. Archived from the original on March 1, 2011. Retrieved January 23, 2011.
  7. ^ McElroy, John (November 6, 2009). "Chrysler Considers Getting Back Into Big Rigs". Autoline on Autoblog. Archived from the original on April 17, 2011. Retrieved January 23, 2011.
  8. ^ "Chrysler, Form 8-K, Current Report, Filing Date Jul 21, 2011". secdatabase.com. Retrieved March 25, 2013.
  9. ^ "Reid Bigland Gets Top Spot at Ram". pickuptrucks.com. 2013. Archived from the original on August 28, 2013. Retrieved June 22, 2014.
  10. ^ "Ram truck chief who filed whistleblower suit against FCA to leave company". Detroit Free Press. Retrieved March 5, 2020.
  11. ^ "Fiat Toro é apresentada como RAM 1000 na Colômbia". Motor1.com (in Brazilian Portuguese). Retrieved November 14, 2018.
  12. ^ "What's Wrong with This Picture: New Lows in Brand Engineering Edition". May 26, 2011.
  13. ^ "Ram 1200". Ram Trucks Middle East. Retrieved August 24, 2017.
  14. ^ "Sterling Heights Assembly Plant". Stellantis. Retrieved July 3, 2023.
  15. ^ "Saltillo Truck Assembly Plant". Stellantis. Retrieved July 3, 2023.
  16. ^ Dodge in Mexico: a history by Jaime Hale. "Chrysler, Jeep, and Dodge in Mexico". Allpar.com. Archived from the original on June 23, 2014. Retrieved June 22, 2014.
  17. ^ "People hate Dodge Ram's Super Bowl ad, which uses a Martin Luther King speech to sell trucks". nordic.businessinsider.com. Archived from the original on February 20, 2018.
  18. ^ "When U.S. Needs MLK's Voice More Than Ever, Automaker Dodge Waters Down His Message to Peddle Trucks". democracynow.org. Archived from the original on February 20, 2018.
  19. ^ "CNN on Twitter". twitter.com. Archived from the original on May 14, 2018.
  20. ^ Maheshwari, Sapna (February 5, 2018). "Ram Trucks Commercial With Martin Luther King Jr. Sermon Is Criticized". The New York Times. Archived from the original on February 20, 2018.
  21. ^ "Twitter Roasts Dodge Ram For Using MLK Speech to Hawk Trucks in Super Bowl Ad". www.mediaite.com. February 5, 2018. Archived from the original on February 20, 2018.
  22. ^ ""The Drum Major Instinct," Sermon Delivered at Ebenezer Baptist Church". King Encyclopedia. Stanford University | Martin Luther King, Jr. Research and Education Institute. Retrieved September 15, 2020.
  23. ^ nicholasflyer (April 24, 2013). "Martin Luther King Jr., "The Drum Major Instinct" FINAL Sermon --- COMPLETE". Archived from the original on February 14, 2018 – via YouTube.
  24. ^ "Ram Truck's Super Bowl Ad Drives over MLK's Legacy". Archived from the original on February 20, 2018. Retrieved February 20, 2018.