The Ram brand is seen as the truck maker with the most growth potential in North America, and it’s aiming to become the No. 2 truck brand in the region. To achieve this, Ram is refreshing its entire lineup and adding smaller pickups and more vans to fill gaps in the market.
One of the most anticipated additions is the return of the Dakota midsize pickup, which is set to arrive in 2028 and will be built on the Jeep Gladiator platform. This will give the Dakota some Jeep DNA and capability, according to Ralph Gilles, Stellantis’ head of design.
Gilles showed a Rebel edition of the truck in Auburn Hills as part of Investor Day presentations, featuring aggressive styling with a new grille and S-Duct on the hood. The goal is to price the Dakota below $40,000.
Expanding the Lineup
North America will also get a version of the Rampage compact pickup, which has been a hit in South America. The Rampage will be homologated for the U.S. with little change and is due in 2028. Tim Kuniskis, head of North America Brands, said he wanted the Rampage for his market since he first saw it, but engineering it to meet regulations posed a challenge.
The Rampage is built in Brazil, and Kuniskis would not say if there are plans to also make it in the U.S. The Rampage would have to be priced below the Dakota, but Kuniskis would not disclose if the goal is to sell it below $30,000.
The two trucks fill a gap in the lineup since the discontinuation of the Dodge Dakota in 2011. For years, the automaker said it would return to the segment, but struggled to decide what it should look like and what platform would be best.
New Additions
The Ram family is also expanding with the Ramcharger three-row SUV, an aggressively styled performance-oriented model and the brand’s first SUV in about 35 years. By 2030, Ram will also introduce next generations of its 1500 full-size pickups and heavy-duty trucks, which will include new electric vehicle options.
Additionally, Ram is adding a full line of Rumble Bee muscle trucks, and on the van side, the division is adopting the Pro One name used in Europe. A new full-size commercial van, the next-generation ProMaster, will be followed by a midsize van that brings back the ProMaster City name.
An autonomous delivery van based on the Box On Wheels concept is also in development. Ram is the automaker’s fastest-growing brand, said Kuniskis, and the company has been rebuilding its positioning and portfolio as it prepares for growth in an industry where sales are expected to remain flat.
Market Opportunity
North America offers the biggest opportunity for growth, says Antonio Filosa, Stellantis CEO. By expanding market coverage, the goal is to increase revenue by 25 percent while reducing cost with new platforms and optimizing production at its plants. Stellantis will go from covering 60 percent of the market to 90 percent by the end of the decade.
According to the report, the company’s plans are focused on driving growth and increasing revenue in the coming years. Ram is expected to play a significant role in this effort, with its expanded lineup and new products, including the outdoor-inspired models.
Ram has a long history in the U.S. market, and its new products are expected to appeal to a wide range of customers. With the return of the Dakota and the introduction of the Rampage and Ramcharger, Ram is poised for significant growth in the coming years, and journalists on the scene will be watching its progress closely as the company strives to improve its auto news coverage.
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