As other firms in LA are off-loading brands, troubled Chrysler is adding another to its portfolio by creating a marque from one of its model lines. The Ram brand will be the workman of the Chrysler range, much like GM's GMC nametag, offering pick-ups, vans and SUVs to an audience where utility matters.
What's all the fuss about?
The idea is to spin Dodge off to be a car brand and leave the heavy stuff to Ram. That will leave Dodge to create synergies with Chrysler Group's Fiat partner - and specifically Alfa Romeo. It's an unusual move, as everywhere else in the industry brands are being offloaded or left to die.
Anything that stands out?
Honestly, there's nothing in the Ram range that's likely to get European customers excited. The pick-ups are heavy duty, their frontal styling reminding us of an ugly sleeping dog. There is something rather cool about seeing the rugged engineering and comical proportions on the 3500 Crew Cab Dually (twin rear wheels on the rear axle) cutaway exhibit in LA, which is ALL the pick-up you could ever need. Seriously, it looks like it could tow away your house, and carry the garage in its flatbed.
When can I buy one?
We've no doubt if you ask one of the American specialist importers you could have a Ram over in the UK in the time it takes a container ship to cast off. You'd get a huge amount of metal for less than it'd cost for a middling 4x4 here, though you'll need to be sure you've space to park it, and a fuel bunker to keep its tank topped up. Best not then...
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