“The biggest white space opportunity to grow our brand has been the midsize pickup.”
- Small rams under consideration
- Possibly restoring the Dakota name plate
- Majority of the volume in Australia
Ram doesn’t offer a midsize ute in the United States, but That could change if dealers show interest. In a new car.
It’s been 11 years since Ram offered the Dakota mid-size ute in North America. 2020 reports suggest this. Ram had re-trademarked the Dakota nameplate. – It would make sense for a Toyota Hilux and Ford Ranger competitor to wear this badge.
“We’re looking at it, believe me, I am. We’ll see, but I’m thinking about bringing it in and giving my dealers a sneak peek.Ram CEO, Mike Cowell said Automotive News.
In the United States, full-size pickup trucks are the most popular. Ford’s F-150 is the best-selling vehicle in the country.. We’re seeing an increase in demand for full-size pickups in Australia with Ram 1500s being converted to right-hand drive in Melbourne.
Why would Ram make a one-ton ute?
Although Aussies are falling in love with full-size trucks, one-tonne utes still outnumber them significantly. In August 2022, Ford sold 4,497 4X4 and 4X2 Rangers, while Ram moved 499 1500s.
A new entrant in the mid-size segment from Ram has more global potential, as Koval points out. Automotive News.
“We’ve always said that we know that globally, probably the biggest area, the biggest white space opportunity for our brand to grow, has been the midsize pickup.”
Australia isn’t the only market where mid-size utes are popular. It is also an important segment in North America, where it is dominated by the Toyota Tacoma and Ford Ranger.
Export markets for the mid-size ute are wider than for the full-size truck, and include South American countries and South Africa. Even the Europeans are starting to fall for the one-tonner.
What would a one ton ram look like?
We can expect some of the Ram 1500’s signature design details to feature, eg Crisp LED headlights and an imposing grille.
According to Randy Dye, chairman of the Stellantis United States Dealer Council, the one-ton Ram won’t be ‘just’ a shrunken 1500.
To work, it has to be “a little bit.” A more youthful version of our truck… Obviously, there is going to be some luxury associated with it. I think it’s going to be more about being sporty and being young,” Dye said Automotive News.
A one-ton Ram ute is still a long way from reality. But if the dealer response in the United States is positive, it’s a vehicle that has plenty of Australian potential.