RAM IT!

Podcast Episode: 0137
How did RaM go from a product to a Brand?

      RAM started life off as a new entry into the truck world for the Dodge brand.  So, how did it come to being a stand alone brand during the FCA days?  AutoLooks takes a look at why this brand was carved out from Dodge, as we take a look at its history and future within the Stellantis brand.

      Born in the 80's, the RAM product range started out life as a product name for the Dodge division of Chrysler Corporation.   With three (3) truck models, vans and even an SUV, this brand seemed to have it all.  That all changed with the release of the second generation in the 90's.  Two (2) of those products would be dropped and gone would be the RAM hood ornament.  This new image would define its truck image into the future and change the truck market forever, but could this change be enough to keep this product on top forever?

      ​Its changed image did it will at the beginning, but soon enough the competition would take notice.  And now with a lack of an SUV and mini truck, the RAM band may be in need of something more.  But with the emergence of the EV world, it could see the return of its lost products in the near future.  With a possible return of the Dakota to its product range, the RAM brand could soon be expanding out.  This is good news for the once great truck lineup from Dodge, but will it be enough.

      Today the RAM nameplate is its own division.  Separated out from Dodge, RAM has gone it alone, as it grows past its standard brand offerings.  FCA made the final decision to move this sub-brand out, but why did it do it?   That is a question only AutoLooks can take a look at, as we dive deep into the history of the RAM brand and the reasons why FCA chopped it out from the Dodge lineup.

​Everett J.