Truck sales took a spectacular tumble when the economy crashed but with the housing market showing signs of revival pickups could be one of the year’s hot products — and Chrysler is ready to take advantage of the fact that it was recently named North American Truck of the Year.
The maker’s Ram brand will rapidly ramp up production of the Ram 1500 pickup truck at its Warren, Mich., from 227,000 in 2012 to more than 300,000 vehicles this year.
After winning North American Truck of the Year at the Detroit Auto Show last month, Chrysler is hoping to make some inroads in a segment long-dominated by Ford’s F-150 and, to a lesser degree, the Chevrolet Silverado and GMC Sierra full-size pickups.
(Ram 1500 wins coveted North American Truck of the Year accolade. Click Here for the story.)
But the Detroit automakers aren’t the only ones looking to regain ground in what is traditionally their most profitable segment. Toyota unveiled an updated version of its big Tundra at the Chicago Auto Show last week while Nissan dropped hints about its next-generation Titan.