Is The New Dodge Ram Soft?
Jason Lancaster | Oct 31, 2008 | Comments 9
The new 2009 Dodge Ram offers quite a few “refinements” not found on most pickups. In addition to a more powerful – and more economical – HEMI, Dodge is also offering a rear coil suspension on the new Ram and the new “RamBox” feature on their new crew cab trucks. While it makes sense for truck manufacturers to innovate, at what point do these “refined” additions hurt a truck’s image?
Is the new Dodge Ram too “nice and refined” to be considered tough?
First of all, it’s important to understand today’s truck market. According to many industry analysts, the days of the “casual” truck user are nearly over. While it was once a common occurrence for consumers to evaluate a truck as a commuting vehicle, the vast majority of today’s truck buyers are more interested in a pickup as a work vehicle than as a status symbol. No longer are we going to see “soccer moms” and urbanites buying crew-cab pickups that are never used for their intended purpose.
If these industry analysts are to be trusted, then future truck sales will be fostered by utility and work features. Refinements like DVD headrests (discontinued on the new 2009 F150) will be taking a “back-seat” to hard working features like tow ratings, torque, and work accessories. Yet Dodge’s new Ram has nearly the same payload and tow ratings as the outgoing model, with some suggesting that Dodge opted to sacrifice hauling and towing capability for a better ride (hence the decision to go with a slightly weaker rear coil suspension).
The new HEMI is definitely more powerful, but the marketing emphasis will be on the increased fuel efficiency as much as it will be focused on power. The new Ram will also offer an exciting new “RamBox” bed-storage-feature, but it will only be available on family-friendly crew cab trucks (at least at first).
Dodge’s new interior is also likely to be a focus of the new ad campaign – stitched leather, ventilated seats, and heated steering wheels are sure to generate ‘oohs and aahs’, but will your typical work-truck buyer really be that impressed? Will a real truck buyer think these features exhibit sophistication, or will they think the new Ram is soft?
The biggest gamble the Dodge is making with the new Ram is the use of the coil rear-suspension. Truck designers have stuck with solid-axles and leaf springs for decades, with only Chevrolet flirting with a rear coil setup back in the 1960s. While some car reviewers (who we mercilessly mocked a few weeks ago) will likely find the new Ram’s improved ride and handling a huge selling point, there’s no telling if true-blue truck buyers will embrace this feature. If coil setup doesn’t work as advertised (or if it doesn’t haul or pull with confidence), Dodge could lose a significant share of the half-ton truck market.
What do you think – will the new Ram’s refined image help or hurt sales in today’s work-truck oriented market? Is the new Ram “soft?”
Filed Under: Auto News
Here’s another article to read Matt.
Once again matter of opinion, if indivuals feel its to soft buy a Ram 2500, 3500, 4500, 5500 (more than one size, one for everyone). LMAO, funny someone can NOT back up what say! Was this done by the less recalls/TSB = quailty theory. If so we know who wins the Ram and the owners!! I looked up your theory in the iD-10-t manual and it said you have the qualifications of a engineer.
Do you know what the *hell* you’re talking about over there? Mickey, you have already made it evident you don’t!
Matt – Don’t you think it’s odd that Dodge increased the Ram’s towing capacity between 2009 and 2010 without changing the truck? Did they make a mistake rating the truck in 09′, or is the new towing rating just “new math?”
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Also, anytime you buy an accessory from your local Dodge dealer or make a repair, that money goes to Italy. Think about it.
Matt you’re going to the extreme. Also tell me how the crow taste.
Matt it seems you lost your grip and now making it a personal attack. It’s sad to see you lose face because of your iD-10-T manual comment. I guess since you have read it or at least have it explains your demeanor.
Call them as I see them!
Apparently you need glasses.
Mickey, you said Dodge owns the Titan (nissan) name and that in 2011 Dodge is going to produce the Titan for Nissan. I have asked nicely for the links of where this information came from. You can not produce it because Dodge making the Titan was a failed venture they where thinking about and Nissan didn’t sale the Titan name to Dodge. Enough said. You where wrong, get over it. I apologize for the ID-10-t comment, it was immature. If I’m wrong then I will man up and say I’m wrong. To each their own!