Name: Why GM And Ford Are Worried About RAM
Uploaded: 2021-04-25T04:00:33.000Z
Duration: 10 min 22 s
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American automakers take their trucks extremely seriously.

And the ongoing battles for dominance among the Detroit three are

automaker overall, sells the most trucks, if you count full-size and

Ford F-Series is the best selling line of full-size trucks.

But, third place challenger Ram has made its own waves in recent

years, snagging major industry awards and stealing market share from

U.S. sales of Fiat Chrysler's truck brand have roughly tripled in the

last decade, and the brand seems to be taking food out of its rivals

mouths. After taking the helm of Fiat Chrysler in 2018,

new CEO Mike Manley said he wanted to make Ram the second-best

selling full-size pickup brand in the U.S.

Ram surprised the automotive world by passing Chevrolet in sales, and

some think Ram could very well stay in second place, fulfilling

Manley's goal. To be fair, others are quick to note the timing has

been in Ram's favor and that the game is too early to call.

What is certain is that this upstart is now posing a more serious

some in the industry thought Fiat Chrysler was foolish to create in

Ram brand was once actually part of Dodge, but the two were separated

as Chrysler emerged from bankruptcy under the oversight of the late

The idea was that the split would allow Ram to focus exclusively on

trucks while permitting Dodge to focus on developing performance

vehicles, including its popular Challenger and Charger, as well as

sport utility vehicles and its long-running Caravan minivan.

Some in the industry questioned the wisdom of spinning the Ram brand

out at a time when cross-town rival General Motors was axing several

First of all, the Ram name has a long history with Dodge itself.

The company first started using the Ram logo on its cars in 1932, and

it was still used on Dodge models until FCA began rolling out new

logos sometime after the brand's split in 2009.

As one of the four American full-sized pickup brands, Rams sold

reasonably well, but were often known as a more affordable

alternative to those offered by GM and Ford.

The audio you're about to hear is distorted due to recording issues.

They were less expensive, the interiors weren't that great.

It wasn't the kind of truck that GM or Ford had on the road.

Ram simply could not compete with the capability offered by rivals.

But after Fiat took over and the company began to emerge from

In 2010, GM and Ford were roughly tied and pickup market share, each

with just over 38 percent with Ram solidly in third place at just

But, over the next eight years, Ram grew its share of the market to

more than 22 percent, while Ford lost one percent of its share and GM

To be fair, Japanese import brand Toyota also lost some share at that

percent and fellow Japanese maker Nissan gained a sliver of market

share. But Ram is now threatening to displace Chevrolet as these

second best selling full-size pickup brand in the United States.

By offering something different, say industry analysts?

So I think Ram's idea then was OK, then maybe, our strategy should be

to build a really, really good all around truck.

Two areas where Ram really shines our interiors and technology.

The interior of the truck is just unbelievably great.

They've got the biggest screen, it looks like a laptop.

Ram made a bet that seems particularly suited to the times.

Owners are more accepting of technology than they ever have before.

There's examples of new technology being put into pickup trucks that

kind of fell flat. General Motors had a four-wheel steering system

for their pickup trucks, which was terrific.

But the problem was that it was an expensive option, and at that

time, pickup truck owners, their feedback was, I already know how to

move my truck. I already know how to tow.

I don't need to spend the man's money that you're asking to have this

Now we have buyers of every demographic that are far more willing to

And as a result, the big screen in the Ram has drawn a lot of

attention. As a result, some of the technology that General Motors

has brought it to their Chevrolet and to the GMC, there's a lot more

There's ways to save your towing of your trailer information to your

truck so that if you have three trailers, every time you hook it up,

you just call up that information and you don't have to reset it.

There's lots of things in both of those trucks that make it easier to

work with them. And the Ram got out into the market a little bit

earlier. One feature in the 2019 Ram 1500 truck that has had the

automotive world buzzing is the large 12 inch touchscreen in the

Ram boasted that the screen was the largest found in any truck in its

class. If you asked a pickup truck owner, before they had the big

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Why GM And Ford Are Worried About RAM

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