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Rumor: Chrysler May Launch New 'Ram' Brand For Pickups, SUVs

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2009 Dodge Ram

2009 Dodge Ram

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General Motors came out of bankruptcy swinging, putting Bob Lutz on the front line of a full-court press junket to promote GM's new vehicles and new technology. We haven't heard much from the other restructured kid on the block, Chrysler, or its new Italian spouse; however, some interesting news is trickling through the gossip pipeline. and if the sources are correct, Chrysler will soon spin off the Dodge Ram into its own line of pickups, vans, and SUVs.

The dish comes via Edmunds, which tends to be pretty reliable on these things. And although the logic of restructuring suggests that ditching brands, not adding them, is what struggling companies ought to do, building a rugged product line on the back of the Ram label does make a good bit of sense. For one thing, it would allow the Chrysler brand to continue its move toward luxury vehicles (on par with Cadillac); it would allow Dodge to move toward the performance and of the spectrum (borrowing technology from its new sister brand, Alfa Romeo); and it would allow Jeep to...continue being Jeep (which is, quite frankly, what it's been needing to do for some time). It would also leave plenty of room for Fiat, which may launch the 500 and other vehicles under its own marque and serve as Chrysler's "citycar" unit (perhaps on par with MINI).

At the moment, however, all this remains rumor and speculation. We'll know more when Fiat announces its full plans for Chrysler in mid-November.

[Edmunds]

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Comments (4)
  1. Some have been critical that Dodge automobiles are too "truckish" in style and too married to the Ram crosshash grill treatment. I believe this move allows some seperation in design and gives Dodge more flexibility among it's line. Mercedes has done a good job of keeping it's tri-star with a variety of interpretations. Look to Dodge to soften its look,as they did on the Challenger. I see RAM trucks, Ram commercial vans RAM pick-ups but not family vans or SUVs. Now do you call it RAM by Dodge or just plain RAM?
     
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  2. I think you're absolutely right. I remember when I first saw the Dodge Magnum and thought, "WTF? Is it a wagon, a tank, or the world's largest heat-seeking suppository?" Hopefully, Dodge will take some design cues from Alfa Romeo -- though I wouldn't want them to adopt Alfa's reputation for reliability (or lack thereof).
     
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  3. Richardd, I personally like the Charger,although it could be a thad shorter. In black it looks down right sinister. Just read that Marchionne has just ordered further refinement to the next generation Charger. That's good, because the spy photos I've seen don't inspire me. I've also heard it will be built on a shortened 300 wheel base. Also heard the Avenger will get a serious facelift within 18 months. A little fresh ideas and tweeking from Italy might prove important in making Dodge much more appealing.
     
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  4. Is it about any car modal named RAM? well it looks lyk a truck to me. Please provide more information over it. Provide links to the related topics if possible.
     
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