Back in 2009, when Ram was plucked from Dodge to become a stand-alone division, it was considered a gamble—and far from a sure thing. Pundits thought that the notion of a brand dedicated to pickup trucks and commercial vans was, to say the least, an odd decision. Especially after the financial bailouts most of the Detroit-based accepted when the trend was to consolidate brands to streamline automakers’ offerings, but Chrysler (now known as Fiat Chrysler Automobiles [FCA]) was adding a new one.
Truth is, that move has reaped continued benefits for this manufacturer since then. Ram pickups specifically have seen increases in sales annually. Ram trucks have long held a place on North American farms—particularly since the introduction of the Hemi and Cummins turbo-diesel engines. Customers today are offered a range of engine options depending on the pickups’ intended usage—across the lineup! There is tremendous loyalty to the brand from practically every imaginable sector—the service industry, farmers, weekend warriors and yes, even urban dwellers who prefer not only the utility but the luxury and technology today’s trucks offer.
