Following the brand's surprise reveal of its 1500 REV, could 2023 finally be the year Ram jumps back in the midsize game?
- Ram showed off an EV midsize truck, as well as a new Durango, to dealers this month
- The pickup apparently rocks styling inspired by the 1500 Revolution concept
- Dealers excited at the possibility of filling the Dakota-sized hole in the brand’s lineup
Dealers were also shown a new Dodge Durango concept that significantly overhauled the current model, on sale since 2011; as well as some 30 other upcoming products from several Stellantis brands. The meeting also explained some of the benefits of, as well as Stellantis’ general strategy around, its future EVs, without “(forcing) it down anybody’s throat.” Our original report, from February 13, continues unedited below. —Ed.]
If true, it’ll be filling a white space in the Ram lineup. The brand currently has no answer to popular trucks like the Ford Ranger and Chevrolet Colorado, to say nothing of the pert little Ford Maverick and Hyundai Santa Cruz. Top brass has to know they’re leaving money on the table by not offering an alternative in at least one of these segments; a Dakota would help plug that hole in the lineup.
Exactly which tack the manufacturer will take is up in the air. Engineering a response to its trucky midsize Detroit rivals could be the easier play, especially since the Jeep Gladiator platform is sitting right there under their collective noses. But with Stellantis as a whole moving towards electrification, perhaps the smarter long-term play would be to press the STLA Large platform into use, drape it with a Maverick-sized body, and call it a day. Or, more accurately, call it a Dakota.
Privately showing concept vehicles to its dealers is not an unusual move for an automotive company; after all, getting the folks who actually sell the things to real-world customers all jonesed up for new and exciting future product can be seen as the equivalent of a particularly effective pep talk to a team that’s down by a goal going into the third period. Sometimes these so-called “clinics” take the form of digital images, with an outside chance of a wheeled vehicle actually appearing on stage.
Only to end up producing this:
Okay — your author is being intentionally over-dramatic. Still, it’ll be interesting to learn if Ram chooses to chase after the Ranger with a traditional midsizer; or tackle the Maverick with a ‘lifestyle’ pickup. Perhaps we’ll know later this year.
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