Ram Trucks CEO Says Electric Pickup Will “Outtake” Competition
Ram Trucks didn’t unveil any new vehicles at this year’s Detroit auto show, but the enthusiasm that the brand’s CEO, Mike Koval Jr., expressed during an interview might make you think otherwise. .
Over the next six to eight months, the brand will be on a “precipice of something extraordinary,” Koval predicted on last week’s show.
It was a bold statement at a time when so much truck news focuses on electric pickups, like the Ford F-150 Lightning, and Ram isn’t expected to deliver one until 2024.
But that pickup is on the way, along with a Ram Revolution Concept truck set to debut the day before the Los Angeles Auto Show in November, according to Koval. The production version of the as-yet-unnamed full-size Ram electric pickup will be unveiled next year.
Koval said the Stellantis brand will “exceed” what competitors including Ford and Chevrolet have advertised and what customers expect from the “core attributes” of an electric truck. Those attributes, hauling and towing, for example, are key for pickup truck customers, and Koval said the electric Ram would deliver.
“More and more truck intentions are open to the idea of electrification in their pickups, but they are unwilling to sacrifice our most fundamental attributes that make a truck a truck, such as towing, like transportation, and going forward, range. and charging time. In other words, “trucks still have to do truck things” is the message we’re getting” through the comments to this day, Koval said.
Some customers, Koval acknowledged, are still concerned about the range of electric vehicles. He said the base expectation for the range of a charge appears to be around 300 to 350 miles.
“If you’re towing a 10,000 pound trailer behind your vehicle across the state or across the country, for sure it’s nerve wracking. We hear you, and we think we’ll exceed what d ‘others have announced with our more comprehensive portfolio of electrified solutions starting in 2024,’ said Koval, who was appointed to his current role as head of the Ram brand for Stellantis in January 2021, although he has been with the marque for years before the merger that brought together Fiat Chrysler Automobiles and Peugeot that month.
He called it a “transformative period in the brand’s history”.
It’s not just electric pickups that Koval is talking about either.
Ram, which is also gearing up for its first EV launch next year with the Ram ProMaster Battery Electric Vehicle and has “big” heavy-duty news slated for the upcoming Texas State Fair, may finally be ready to deliver a mid-size pickup truck. It is indeed a popular segment created by the Dodge Dakota for the 1987 model year, but which the company later abandoned. This truck eventually became the Ram Dakota but ended its run for the 2011 model year. Toyota, General Motors, Honda, Nissan, and more recently Ford all profited from Ram’s absence from the segment.
Koval said he was “toying” with the idea of bringing a midsize truck concept to the Ram dealer show – the first since 2015 – scheduled for March in Las Vegas. Getting that feedback is key, he said.
The mid-size truck market offers the biggest white space opportunity for the brand, Koval said, acknowledging that the Dakota name has a lot of heritage, but it’s too early to tell how this concept vehicle might fit. ‘to call.
As for smaller mics, Koval noted that he was in South America in March, and he saw some small, compact mics that look “really, really good” and might fit the market well. American. He did not specify, but Ram offers a few smaller mics for the Latin American market.