Detroit — Ram dealers begging for a mid-sized truck offering will soon be able to see what someone might look like.
Ram CEO Mike Koval Jr. On the floor of the Detroit auto show, The Detroit News told The Detroit News that he is considering showing a concept version of the smaller truck at the brand’s dealer meeting in March, its first since 2015. It must be authentic for it “built to serve.” ” image and capabilities of the Stellantis NV brand, while also being in the “vein” of its electrification revolution.
“I’m considering showing them a medium-sized concept,” he said of the dealer meeting. “It’s my little test case of 4,000 testers. … I want to show them this concept and see what they say, and we’ll go from there.”
The pickup market used to be focused on the full-size market with multiple variations, but Stellantis’ competitors have pushed smaller, entry-level segments as they cut sedans. Ford Motor Co. has the Ranger and now the compact Maverick, which he launched last year. General Motors Co. has the mid-sized GMC Canyon and Chevrolet Colorado.
“It’s become a really competitive new frontier,” said Sam Fiorani, vice president of forecasting at AutoForecast Solutions LLC. “It doesn’t seem like too much of the new volume is cannibalizing full-size sales. It’s bringing younger buyers into the fold and hopefully keeping them in the loop to buy a full-size truck later.”
Ram will show a full-size concept version of its all-electric 1500 pickup in Los Angeles in November. A production version is coming in 2024.
The automaker is building the Jeep Gladiator midsize pickup inspired by the flagship Wrangler SUV in Toledo, Ohio. The Gladiator showed the possibility in that segment of being shaken up, Koval said.
The company last had a traditional midsize pickup truck in the United States in 2011, when the Dodge Dakota was discontinued amid declining sales after minimal investment in the truck. The company has said for years it would re-enter the space, but it has yet to come to fruition.
“We’ve been asking him to do that for years,” said Randy Dye, a dealer in Daytona, Florida, and chairman of the Stellantis dealer council. “Consumers are not looking for a medium-sized truck in large quantities, but in reasonable quantities. We are currently out of that. If they could build a medium truck that is as good as a large truck, it would not only perform well, but also lead. I’m confident this could be the best.”
Koval licked his lips when he said that the medium and smaller truck segments are expected to grow in the coming years compared to the more stable large and heavy truck markets. According to Cox Automotive Inc. midsize trucks were the fifth largest segment with growth in July.
Ram has filled that more affordable entry level with his previous generation truck that he builds at the Warren Truck Assembly Plant, the Ram 1500 Classic. But it’s more than a decade old and the brand needs to move to electrical technologies.
“A smaller truck would make a lot of sense,” Fiorani said alternatively.
Ram also recently said it plans to produce a 1200 compact truck at a factory in Brazil for South America.
“I’d love to bring that here,” Koval said, but noted that there are challenges with taxes and getting regulatory approval to sell the 1200 in the U.S.
The launch of Ram’s full-size electric pickup comes after those of startup Rivian Automotive Inc.’s F-150 Lightning, Chevrolet Silverado EV and R1T, but Koval has emphasized that Ram will have the opportunity to outperform those competitors.
“We’ve seen an increasing willingness among pickup truck owners” to try an electric pickup, Koval said. But “they won’t compromise on capacity, which is towing and hauling, as well as range and loading speed.”
Koval says Ram will exceed those needs with the electric 1500.
Ram’s first all-electric vehicle will be the ProMaster commercial van coming in 2023 with Amazon.com Inc. as his first customer. It is also shrinking its lineup with the discontinuation of the small ProMaster City van after 2022, due to technical issues that prevent that platform from being electrified. However, with Stellantis’ global presence, Koval says it is looking at ways the brand can use smaller vans produced by sister brands Citroën, Fiat and Peugeot in Europe. It also ends production in Sterling Heights of the EcoDiesel 1500.
Koval added that he continues to look at ways to increase production of the larger ProMaster at Mexico’s Saltillo Truck Assembly Plant, in addition to exploring the possibility of building and importing them from Italy or Poland.
Ram also has news about his heavy trucks coming to the Texas State Fair, which opens at the end of the month. Koval says it will be busy for six to eight months as the electric revolution kicks off. By 2025, Ram will have electric offerings in most of its segments and in all segments by 2030.
“This,” said Koval, “is our time.”
bnoble@detroitnews.com
Twitter: @BreanaCNoble