Truck

Ram Might Start Gunning for Luxury Dollars

Ram could be adding a range-topping halo pickup.

Ina conversation with Automobile Magazine, Ram CEO Reid Bigland hinted that thebrand could soon be expanding upwards. His exact words were“I don’t even know where the ceiling is on the premiumpickup truck.” Theimplication here being that there will be a model that slots in above the $44,000Ram Laramie Longhorn. One might think that sales disasters like the LincolnBlackwood would have kept manufacturers away from this niche altogether, but itisn’t quite so simple.

As Bigland explained, buyers in the luxury pickup segmenttend not to be quite as brand loyal as the sometimes fanatical buyers of moreutilitarian pickups.This could be good news for a brand that has long struggledto win over fiercely loyal Ford and Chevy customers. Bigland has stated thatRam will have to be careful in making sure that the new luxury features of afuture model aren’t “frivolous”, this being the trap which the Blackwood fellinto.

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