Ram Wants To Fight Tesla And Rivian With Electric Truck

Electric Vehicles / Comments

Just because Ram hasn't announced an electric pickup doesn't mean they're not interested.

The pure-electric pickup truck segment is set to positively explode over the coming years, expanding from nil to a full, crowded market as vehicles like the Tesla Cybertruck, Lordstown Endurance, Rivian R1T, Bollinger B2, Ford F-150 Electric, and GMC Hummer burst onto the scene. One automaker that's been conspiculously silent in the midst of all this activity is Fiat Chrysler Automobiles, although CEO Mike Manley says that isn't because the company hasn't taken notice.

"The reason we haven't spoken much about electric pickup trucks is not because we view that market as nonexistent," Manley said on a recent earnings call. "But we've always had a slightly different view of timing and adoption rates, particularly in North America in terms of full electrification. We are very committed to our electrification strategy."

2019-2021 Ram 1500 Front View Driving Ram
2019-2021 Ram 1500 Rear Angle View Ram

That much is true; FCA has been nothing if not reluctant to throw considerable financial and engineering resources behind electrified powertrains, being of the belief that it would be risky to do so now when total new passenger vehicle market share in the US remains so slim. That said, the company has in recent years taken significant steps toward establishing itself as a true player in the EV space, with plans calling for pure-electric Jeep "4xe" models and even a battery-powered Maserati Gran Turismo.

Ram trucks have, so far, been left out of public discussions, but that may change if FCA starts to feel the heat.

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2019-2021 Ram 1500 Rear Angle View Ram
2019-2021 Ram 1500 Front Angle View Ram

"Obviously, pickup trucks are a key franchise for us, and we're not going to sit on the sidelines if there is a danger that our position gets diluted going forward," Manley said during the earnings call.

Of course, given how long it takes to bring a new vehicle to market from scratch, we wouldn't be surprised if, secretly, FCA already has a pure-electric Ram 1500 in the works, with plans to keep it under a sheet until the market appears sufficiently receptive. The question is: when will that be?

2019-2021 Ram 1500 Front Angle View Ram
2019-2021 Ram 1500 Rear Angle View Ram
2019-2021 Ram 1500 Rear View Ram

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