Chrysler may be on a renaming mini-spree. First, the Sebring sedan grew new sheetmetal and interior trim and earned the new 2011 Chrysler 200 moniker.
Now, the newly minted Ram brand may be looking at its numerics with different names in mind.
PickupTrucks reports that Chrysler may be considering a devaluation of the numbers in the Ram portfolio. According to the story, Chrysler's commissioned a marketing firm to study whether it should switch down a decimal, turning today's Ram 1500 into a Ram 150, and so on.
Last year, of course, the truck simply was commonly known as the Dodge Ram, before Fiat and Chrysler split off the light-duty trucks under their own nameplate.
Chrysler may also be planning a small pickup to replace its aging Dodge Dakota, which ostensibly would slot below the new Ram 150, or 100. Would that make it a Ram 10?
No one's saying just yet, but the renaming would differentiate the Ram pickups a bit more from the Chevrolet Silverado 1500 full-sizer--while simultaneously putting it in closer orbit with Ford's best-selling F-150.
Dodge has used three-digit nameplates in the past, while its small-unibody truck concept from the past decade, the M80, went alphanumeric--as did the belated Chevy S-10, which was replaced by the Colorado.
The heavy-duty versions of the Ram full-size pickup are assembled in Mexico, which devalued its peso in 1994--the year the renamed Dodge Ram made its debut.
UPDATE: Chrysler is calling the claims of a Ram name change untrue. "Yesterday afternoon (Nov. 9, 2010) several news outlets, citing two unnamed sources, claimed that Chrysler Group was considering a name change for its Ram pickup trucks. Rest assured, such is not the case," says Dave Elshoff, PR manager for Ram trucks. "There have been no discussions whatsoever, nor any consideration given to changing the names of our incredibly successful and award-winning Ram 1500, 2500 and 3500 pickup trucks nor our 3500, 4500 and 5500 Ram Chassis Cab trucks."