Ram Aims ‘Adventurer’ Pickup At First-Time Buyers
- Chrysler Group LLC
- Chrysler’s Ram truck unit is planning to roll out a pickup meant to attract first-time buyers with a combination of low prices and stylish touches like 20-inch wheels.
Chrysler’s Ram truck unit says it will soon launch a basic, inexpensive version of its Ram 1500 pickup truck meant to appeal to first-time truck buyers who are looking for a vehicle they can customize and outfit to suit their needs.
The car maker has been developing the new model under the code name Adventurer but hasn’t picked an official name. The new truck uses a formula similar to the 2011 Ram Tradesman, a Ram model aimed at contractors that Chrysler unveiled at the Chicago Auto Show earlier this month. Like the Tradesman, the new truck has a standard Hemi V8 engine with 390 horsepower and a 20-miles-per-gallon fuel economy rating.
Chrysler’s marketing strategy for Ram trucks is part of the company’s plan to catch up with rivals Ford and General Motors, who sell more than twice as many pickups annually. It also reflects a general turn in the U.S. light-truck business away from marketing compact or mid-size pickup trucks to entry-level buyers.
Dodge was a pioneer in mid-size trucks when it rolled out the Dakota two decades ago. Now the Dakota is on its way out. Ford and Chevrolet have also refocused on building lower-priced versions of their big trucks to attract first-time truck buyers. Part of the reason is that these customers, typically young men, do not like the junior, unseasoned or wimpy image that often goes with a “little” truck.
Ram Truck executives had planned to introduce the new Ram 1500 model later this year. But they say the enthusiastic consumer response to the Tradesman convinced them to accelerate launch plans and start taking orders – with dealers still using the Adventurer code name. Pricing will starts $23,830, including $975 destination charge. It will arrive in second quarter.
http://blogs.wsj.com/
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