When the Dodge Ram was last completely redesigned, in 1994, with its aggressive big-rig grille and very upright appearance, Dodge's market share among full-size pickups about tripled.
Today, the appetite for full-size trucks isn't quite as strong as it's been, and competition's tough. The Toyota Tundra was redesigned and up-sized last year to take on the likes of the Ram head-to-head; GM and Ford have both also recently redesigned their full-size trucks.
Now, Chrysler has pulled the wraps off an all-new generation of its Ram pickup.
Cutting to the chase, the new Ram unveiled here at the show needs to have a lot more than another macho face to lure in customers; and positively Dodge looks ready to rumble here, with a host of substantive new features that will be useful and appealing to pickup buyers.
Most notably, the new Ram will feature a crew cab design for the first time, called Ram Crew, with full-access rear doors that open 90 degrees. Crew cab body styles are the fastest-growing among pickups and account for about 50 percent of the market. Besides Ram Crew, the new Ram will be offered in standard and Quad Cab styles, and in five different trim levels.
The fundamental proportions haven't changed much for the Ram, but the look in front has. That's mainly due to the adoption of the so-called "grille-forward design," with the plane of its grille actually aimed downward rather than horizontally. It gives the Ram a more aggressive, imposing look - and a nod to Dodge's muscle cars, the Challenger and Charger - while at the same time allowing the hood, made of aluminum, to be more sculpted and aerodynamic. Speaking of that, the Ram's bodywork has been smoothed over all around and, according to Chrysler, it now has best-in-class aerodynamics, with a coefficient (Cd) of 0.422, compared with 0.463 for a comparable 2008 model.
The aerodynamic improvements should significantly cut cabin noise; and a more sophisticated ride is in store. The Ram is the first full-size pickup in its segment to offer a multi-link, coil-spring rear suspension that's also fitted to a solid rear axle, to give some very significant benefits in handling and comfort. And it cuts about 40 pounds versus leaf springs.
The new rear suspension design also has another important benefit: a wider, deeper cargo box. And with an improved frame design, it makes no payload or towing sacrifice. Max payload remains an estimated 1850 pounds, while max towing capability is about 9100 pounds.
Also of interest to those who actually use their trucks to work - whether as home do-it-yourselfers or serious contractors - are the several cargo-management systems that kick the Ram into a much more user-friendly league. A new cargo-management system called RamBox (on the Ram Crew) brings special lockable storage bins built into the fender sides. The bins, which are waterproof and illuminated, have a total of 8.6 cubic feet of cargo space. Altogether, the RamBox bins can hold up to ten cases of 12-ounce beverage cans, or work or recreation gear. Then there's a cargo rail system that has four adjustable cleats good for holding down large, heavier items such as jet skis or an engine. In addition, there's a new bed divider system, with a two-foot bed extender.
Inside the cabin, there are also a number of convenience storage options. New floor storage bins have removable liners and are larger enough to hold ten 12-ounce beverage cans plus ice. Altogether, Dodge claims that there are nearly twice as many storage locations in the new Ram than there were in the outgoing model.
After the Ram is introduced, it will no longer be taking second stage in terms of luxury features either. Heated and ventilated front seats are available (a first in this segment), heated rear seats are offered for the first time, and a heated steering wheel is even offered. Other standout features available include a navigation system, UConnect hands-free interface, surround-sound audio system with MyGig, and Sirius Backseat TV. The Ram also gets available dual-zone automatic climate control for the first time.
Overall inside, there's been much attention paid to the look and feel of materials; all models get upgraded with 'soft-touch' materials. Sport and Laramie models go a step further to offer full-width contrast stitching. Across the line, controls have been redesigned, better-bolstered seats are used, and two-tone upholstery and interior themes are available.
The 5.7-liter HEMI V-8, which about 40 percent of customers upgrade to, gets more horsepower, while fuel economy increases an estimated four percent - thanks to new variable valve timing, a variable intake, and an expanded range for the fuel-saving Multi-Displacement System (MDS). It's now rated at 380 horsepower and 404 lb-ft of torque, while the mid-range 4.7-liter V-8 has been completely revamped to make a very competitive 310 hp and 330 lb-ft. The base engine will remain a 215-hp, 3.7-liter V-6. A five-speed automatic transmission is standard with the Hemi and optional with the 4.7-liter; otherwise a four-speed automatic is offered. Part-time and on-demand four-wheel drive systems are available, plus four different axle ratios to meet various needs from towing to off-roading. Electronic stability control will be standard across the line.
A new-generation, light-duty Cummins diesel is set to arrive after 2009, and a two-mode hybrid powertrain will be offered on the Ram beginning for the 2010 model year.
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