
Hello, Sign In!
Dodge Ram: Does Separating the Brand Help?
The Chrysler Group LLC is the latest name for the third largest domestic automaker, having acquired its current name when the company was spun off by Cerberus Capital Management, L.P. as part of its bankruptcy restructuring agreement. Today, Chrysler is largely government owned with Fiat s.P.a. having a stake in the company too. Since its most recent transformation the company has made some changes including splitting its Ram truck line from its Dodge brand.
If you're confused with what Chrysler has done, you are not alone. Whereas GM recently went from eight brands to four and where Ford is selling off its unneeded European premium brands, Chrysler has decided to go the opposite direction by adding another brand. Or at least taking one of its brands and dividing it in two.
Dodge Ram
In the Nov. 16, 2009 issue of “Truck Trends,” Mark Williams said that decision was made at the behest of Sergio Marchionne, CEO of both Fiat and Chrysler. That move took all of the then current Ram models plus the Dakota and put them under a separate brand. Today, the big pickup trucks are known as the Ram 1500, 2500 or 3500 with the Ram Dakota representing the brand's midsize truck line.
Not included in the changeover are its crossover and minivan models which include the Grand Caravan, Nitro and Journey. The brand's lone truck based SUV, the Durango, has been discontinued thus the separation between the two brands appears to be between car derived and truck derived lines only.
Big Van
Dodge recently lost the Sprinter, a Mercedes built model which would have become a Ram model had Daimler AG decided to continue its relationship with Chrysler. Daimler was a previous owner of Chrysler, having lost tens of billions of dollars on a failed business arrangement first crafted in the 1990s. The Sprinter was a tall full sized van, favored by delivery companies such as FEDEX.
Being joined at the hip with Fiat will likely mean that a replacement model for the Sprinter will come from Fiat's existing stock, although that van isn't likely to be as large as the Sprinter. Fiat has yet to make it official but its upcoming Ducato could be tapped to fill that need.
Ram Ducato
It does take some getting used to saying Ram 1500 instead of Dodge Ram or Ram Dakota instead of Dodge Dakota, but it is something likely to become part of our every day vernacular in the years ahead. Dodge Ram rolls off of the lips but the Ram Ducato? I don't think so!
If you're confused with what Chrysler has done, you are not alone. Whereas GM recently went from eight brands to four and where Ford is selling off its unneeded European premium brands, Chrysler has decided to go the opposite direction by adding another brand. Or at least taking one of its brands and dividing it in two.
Dodge Ram
In the Nov. 16, 2009 issue of “Truck Trends,” Mark Williams said that decision was made at the behest of Sergio Marchionne, CEO of both Fiat and Chrysler. That move took all of the then current Ram models plus the Dakota and put them under a separate brand. Today, the big pickup trucks are known as the Ram 1500, 2500 or 3500 with the Ram Dakota representing the brand's midsize truck line.
Not included in the changeover are its crossover and minivan models which include the Grand Caravan, Nitro and Journey. The brand's lone truck based SUV, the Durango, has been discontinued thus the separation between the two brands appears to be between car derived and truck derived lines only.
Big Van
Dodge recently lost the Sprinter, a Mercedes built model which would have become a Ram model had Daimler AG decided to continue its relationship with Chrysler. Daimler was a previous owner of Chrysler, having lost tens of billions of dollars on a failed business arrangement first crafted in the 1990s. The Sprinter was a tall full sized van, favored by delivery companies such as FEDEX.
Being joined at the hip with Fiat will likely mean that a replacement model for the Sprinter will come from Fiat's existing stock, although that van isn't likely to be as large as the Sprinter. Fiat has yet to make it official but its upcoming Ducato could be tapped to fill that need.
Ram Ducato
It does take some getting used to saying Ram 1500 instead of Dodge Ram or Ram Dakota instead of Dodge Dakota, but it is something likely to become part of our every day vernacular in the years ahead. Dodge Ram rolls off of the lips but the Ram Ducato? I don't think so!
