Ram might be making a return to the compact and mid-size truck markets. At the Detroit Auto Show, Ram CEO Tim Kuniskis hinted that the brand is considering new models to fill the gap left by the discontinuation of the Ram Classic.
Kuniskis highlighted the importance of expanding Ram’s offerings below $55,000. With the exit of the Ram Classic, it seems like the perfect time for Ram to delve into smaller segments:
- Need for Expansion:
- There is a clear need to fill gaps in the compact and mid-size categories.
- Kuniskis noted that it's not quite accurate to call Ram a truck brand without these models.
- Competitive Landscape:
- Competitors such as Toyota, Ford, and GM have strong sales in these segments.
- The potential is evident, with over 200,000 Tacomas, Rangers, and Mavericks sold annually.
As Ram considers new models, it faces current production challenges, especially with the Ram 1500. Kuniskis acknowledged issues with inventory levels:
- Low Inventory:
- Only a two-week supply of RHOs, Tungstens, and Rebels is available.
- There is a need to boost production to meet dealer expectations.
Despite current challenges, Kuniskis is optimistic about addressing production shortfalls and diversifying Ram’s lineup:
- Dealer Support:
- Dealers are crucial during challenging periods.
- The focus is on returning to past production levels to stabilize the business.
The prospect of a mid-size Ram truck is exciting and could breathe new life into the brand. With a well-thought-out strategy, Ram can attract new customers and reduce its reliance on the 1500 lineup.
Summary: Ram is considering entering the mid-size truck market, driven by insights from CEO Tim Kuniskis. Although there are production challenges ahead, expanding the lineup could meet market demand and strengthen Ram's position in the truck world.
