Ram's new comprehensive warranty covers a wide range of 2026-model-year vehicles, including the Ram 1500, 2500, 3500, Chassis Cab 3500/4500/5500, and ProMaster vans in the U.S. This also includes performance models like the Ram 1500 RHO and Power Wagon. The warranty covers:
- Engine
- Transmission
- Transfer case
- Driveshafts
- Differentials
- Axles
Note: This warranty is available only to the original buyer, whether an individual or a business, but excludes fleet purchases and is non-transferable.
As noted by Tim Kuniskis, CEO of the Ram brand, the average vehicle age has increased by 30% to 12.6 years. With ownership patterns evolving, where 80% of buyers finance for five or more years and keep vehicles for an additional seven years, refreshing the warranty was essential.
- Kuniskis's Initiative: Initially concentrating on the Ram 1500, this initiative aims to test the waters, with potential plans to expand to heavy-duty trucks and commercial vans.
- Loyalty Factor: Given that 75-80% of pickup owners tend to stick to their brand, this robust warranty could encourage them to consider switching to Ram.
Currently, about 3.6 million people own a Ram. However, the brand has encountered challenges recently.
- Challenges: The 2025 Ram 1500 launch faced issues with delayed trims, and the omission of the V-8 option.
- Turnaround Actions:
- New leadership under CEO Antonio Filosa
- Competitive pricing and enhanced production
- Return of the popular Hemi V-8 for the 2026 Ram 1500
Motorsport and Marketing Moves:
- Entry into the 2026 NASCAR Craftsman Truck Series
- Introduction of the Ram 1500 concept race truck
- Launch of new campaigns: “Nothing Stops Ram” and “Never Stop Being American”
With its ambitious new warranty, Ram aims to capture brand-loyal truck buyers through recent revitalization efforts, including the reintroduction of the Hemi V-8 and a return to NASCAR. The extended coverage stands as a bold invitation for customers seeking durability and unwavering brand commitment in a competitive market.
