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Ram Throws Down Gauntlet with New Diesel for Light-Duty Pickups

Maker has big expectations for high-torque, high-mileage oil-burner.

by on Jun.28, 2013

Brand CEO Reid Bigland with the full-size Ram 1500 pickup which gets a new diesel for 2014.

Chrysler is throwing down the gauntlet, its Ram truck division planning to become the first maker to offer a high-mileage diesel in its light-duty pickup line.

Ram, which is expected to post its 39th consecutive monthly sales increase next week, is betting that this will give it a critical advantage over competitors both domestic and foreign at a time when fuel prices continue to hover just below $4 a gallon in much of the country.  The question is whether potential buyers will balance the initial, $2,800 price premium against the longer-term savings on fuel.

The Last Word!

“When you look at the psyche of pickup truck owners,” Reid Bigland, the CEO of the Ram division, said  during a preview of the new powertrain, “they’re more aware of the benefits of a diesel engine” than the general U.S. population.

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