As interest rates remain high and pickup truck prices continue to rise, Stellantis faces challenges selling full-size pickups like the Ram 1500 in North America. While brands like Ford, GMC, and Chevrolet offer smaller trucks, Ram’s lineup in the U.S. and Canada still lacks a compact or midsize option. However, south of the border in Mexico and across Latin America, Ram has continued to offer models like the Chinese-produced Ram 1200 midsize pickup and the subcompact Ram 700 based on the Fiat Strada. Most notably, the compact Ram Rampage has become a popular choice, and it could be the perfect time to introduce it to the North American market.
The Ram Rampage: A Latin American Success Story –
Built on the same platform as the Jeep® Compass and Brazilian-built three-row Commander, the Ram Rampage is based on the Small-Wide 4×4 LWB architecture. Ram has heavily modified this platform, with 60% of its components being new and 86% of its structure made from high- and ultra-strength steels. The Rampage shares certain components with the Compass and Commander, such as front door panels, windshields, and some interior elements, making it both versatile and well-engineered.
The Rampage comes with two powertrain options. The standard setup is a 2.0-liter turbocharged Hurricane4 inline-four engine, delivering 268 horsepower and 295 lb.-ft. of torque, paired with a ZF-designed 9-speed 948TE automatic transmission. A 2.0-liter turbodiesel engine option is also available, offering better fuel efficiency. Also, four-wheel drive (4×4) is standard across all trims, ensuring solid performance for both on- and off-road driving.
The Rampage is offered in several trims, designed to appeal to a wide range of buyers:
- Big Horn: This mainstream model offers a balance of features and affordability, making it the most practical choice for daily driving.
- Rebel: Geared towards off-road enthusiasts, the Rebel trim includes enhanced suspension and off-road-specific features.
- Laramie: The Laramie trim adds premium materials, advanced technology, and comfort features for those looking for a more luxurious ride.
- R/T: This sporty, performance-oriented trim combines aggressive styling with additional performance upgrades for a more dynamic driving experience.
The Ram Rampage: A Perfect Fit for the North American Market –
Compact pickups have experienced a surge in popularity in North America, led by the Ford Maverick and Hyundai Santa Cruz. The Maverick has sold an impressive 116,257 units so far in 2024, up from 94,058 last year, while the Santa Cruz has sold 23,046 units this year, following a total of 36,675 units in 2023. Both trucks have captured the market with their compact size, city-friendly designs, and competitive pricing.
Ram has a history in the compact/midsize truck market with the Dodge Dakota. At its peak in 2000, the Dakota sold an impressive 177,395 units, demonstrating strong demand for a smaller pickup from the brand. However, by its final full year in 2010, Dakota sales had dwindled to just 12,156 units, reflecting a shift in consumer preferences and competition. Despite the Dakota’s decline, the Maverick and Santa Cruz’s success shows a renewed appetite for compact trucks, suggesting a strong market opportunity for the Ram Rampage.
A Cheaper, Competitive Rampage for North America –
To succeed in the North American market, Ram would need to make the Rampage more accessible by introducing lower-priced models. Currently, the Rampage is considered a premium vehicle in Latin America. Ram should offer more affordable trims, such as Tradesman and Big Horn, with a front-wheel-drive (FWD) option to compete with the Ford Maverick and Hyundai Santa Cruz. This would give buyers a cost-effective alternative to the more premium Rebel, Laramie, and R/T trims. The availability of FWD models would allow Ram to price the Rampage more competitively while offering higher-end versions for those seeking extra features and performance.
A Perfect Fit for the Belvidere Assembly Plant –
Ram has an opportunity to produce the Rampage at Stellantis’ Belvidere Assembly Plant, which was idled earlier this year. This facility has produced unibody vehicles like the Jeep Cherokee and Dodge Dart, making it an ideal location for Rampage production. By reviving the plant, Ram could quickly bring the truck to the North American market while supporting local manufacturing jobs.
The nearby Kokomo Engine Plant in Indiana produces the turbocharged 2.0-liter Hurricane4 engine used in the Rampage. At the same time, the Indiana Transmission Plant, also in Kokomo, manufactures the 948TE 9-speed automatic transmission paired with this engine.
Ram’s Opportunity for Growth –
The Ram Rampage could be a strong competitor in the North American compact truck segment with the right pricing strategy. Its combination of powertrain options, versatile trims, and compact size would appeal to a broad range of buyers. Introducing affordable FWD models would allow Ram to compete with the Ford Maverick and Hyundai Santa Cruz, which have both proven there’s a strong demand for compact, urban-friendly trucks. By tapping into this trend, Ram could gain a foothold in the rapidly growing compact pickup market and offer buyers an exciting new option.
2024 Ram Rampage Image Gallery:
Image Sources: Arbeleche Automoviles
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