Ram Truck Division
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Ram Trucks, stylized as RAM and formally known as the Ram Truck Division, is an American brand of light to mid-weight commercial vehicles, and a division of Stellantis (previously Fiat Chrysler Automobiles). It was established in a spin-off from Dodge in 2010, using the name of the Ram Pickup line of trucks. Ram Trucks’ logo was originally used as Dodge’s logo. Ram “Classic” trucks are made at the Warren Truck Plant in Warren, Michigan and at the Saltillo plant in Saltillo, Mexico. New series Ram pickups are made at Sterling Heights Assembly in Sterling Heights, Michigan. Since its inception, the brand has used the slogan “Guts. Glory. Ram.”
Prior to the 1970s, Dodge had maintained a separate marque for trucks, Fargo Trucks, primarily for use outside the United States. After that point, all trucks made by Chrysler were distributed under the Dodge marque.
Ram Trucks was established as a division of Chrysler in 2010, as a spin-off from Dodge, and using the name of the Dodge Ram line of pickups that is now sold under the Ram banner.[1] According to Chrysler, the Ram Trucks brand will concentrate on “real truck customers”, rather than casual truck buyers who buy trucks for image or style.[2]
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 started in the 2009 calendar year. The Fiat Ducato cargo van design has been adopted and is sold as the Ram ProMaster in North American markets, filling the gap created when Daimler ended production of the Dodge Sprinter in 2008. The goal was to increase truck sales “from today’s 280,000 to 415,000 by 2014”.[3]
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. Ram trucks are marketed separately from Dodge cars; former Ram Division President Fred Diaz stated, “Ram trucks are not a Dodge model. Ram will always be ‘vinned’ (Vehicle Identification Number) as a Ram. 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.”[4]
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.[5]
In August 2014, Ram truck brand CEO Reid Bigland was tapped to lead the Alfa Romeo brand in North America. It was announced that the new head of the Ram Trucks brand would be longtime Chrysler employee Robert Hegbloom, who joined Chrysler in 1986 and had previously been a director for the Dodge brand.[6] In October 2018, Bigland was promoted to CEO of Ram Trucks. Shortly thereafter, he discovered that the division had been misreporting sales figures, and turned over that information to the US government for investigation. Allegedly FCA cut his bonuses in retaliation, which resulted in Bigland filing a whistleblower lawsuit against FCA. In March 2020 Bigland announced that he was resigning his position.[7]
The Ram brand logo features the head of a ram, formerly the logo used by Dodge.
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