It was in 2019 when Ram decided to part ways with the Dodge marque and created its own line of pickup trucks. Now under the Fiat-Chrysler Automobiles (FCA) brand, the brand focuses on “real truck customers,” who prioritize off-road performance instead of style.
Now, ten years later, Ram’s hard work is starting to pay off in the U.S. Currently, its North American base in Auburn Hills, Michigan, FCA US LLC has reached its highest reported sale–703,023 just this 2019, with an 18 percent increase in sales over 2018.
Meanwhile, its pickup truck sales also rose to 18 percent in 2018, achieving a record level of 633,694 vehicles.
This comes even after Ram 1500’s price has increased almost 50 percent from 2010 to about $50,000, while Ram Heavy Duty’s price tag also rose to $55,000.
“These results underscore two significant decisions we have made when it comes to Ram – invest in technology and adopt a three-truck strategy,” said Reid Bigland, Head of Ram and U.S. Sales.
“It has taken some hard work, but it has been a true reward to see how Ram has evolved over the past 10 years.”
Technology has played an important role in Ram 1500’s success. In 2018, the company equipped the pickup truck with the new Uconnect 4C with a massive 12-inch touchscreen in the center console.
It also features split-screen capability, 360-degree camera views and exclusive content from SiriusXM with Personalized Stations Powered by Pandora that offers ad-free personalization unlike other audio entertainment services.
This strategy allows Ram 1500 Classic customers to have a wider range of features and technology options.
The company is also introducing a newly-designed, heavy-duty Ram. It’s currently the most powerful, most capable pickup in the segment with a towing capacity of 35,100 pounds and a payload capacity of 7,680 pounds.
After all the achievements and awards the company has received for the past decade, what’s next for Ram?
“We are still in the early days for Ram,” Bigland said.
“There are still multiple opportunities we will continue to explore as we look to excite both our loyal Ram owners and the Ram owner yet to come.”
The Ram Heavy Duty and the Jeep Gladiator are both finalists for the 2020 North American Car and Truck of the Year. Winners will be announced on January, next week.
The Ram 1500 won the 2019 North American Truck of the Year. Its award-winning body consists of a diverse and expert panel of 60 automotive journalists from the U.S. and Canada.