Ram Tough

by Kay Novy

Title

Ram Tough

Artist

Kay Novy

Medium

Photograph - Photography

Description

The Ram brand was created following Chrysler's acquisition by Italian automaker Fiat, and the plans called for Dodge switching to an exclusively car-based lineup with all pickup and future heavy-duty trucks by Chrysler being sold under the Ram brand. This was to start in the 2010 calendar year. There is also a possibility of adopting the Fiat Ducato commercial van to fill the gap of the Sprinter which Mercedes ended the production of in 2008. The goal was to increase truck sales "from today's 280,000 to 415,000 by 2014".
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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. Even though the Ram trucks are marketed separately from Dodge cars, Former Ram Division President Fred Diaz stated, "Ram trucks will always and forever be Dodges. Ram will always have the Dodge emblem inside and outside and they will be vinned as a Dodge. 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."
In April 2013, Former CEO Fred Diaz left RAM to serve as vice president of Nissan's divisional sales and marketing. He was replaced by Reid Bigland
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Uploaded

October 1st, 2013

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