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For Ram, Tungsten is the New Gold (or Platinum, For That Matter)

Booming demand for high-line trucks buoys bottom line for Detroit automakers.

by on Jun.28, 2017

Fiat Chrysler is hunting affluent truck buyers with its new Ram Tungsten Limited Edition truck.

Consider it a bright idea: the folks at Ram hope to light up their sales numbers – and bottom line – by adding a new Tungsten Edition to their pickup truck line-up.

The Fiat Chrysler Automobiles truck brand is the latest to try to target extremely affluent motorists who keep demanding more and more upscale features on their SUVs and pickups. The new version of the Ram 1500 will start at $55,120.

2018 Product News!

It’s no surprise that Ram is offering what brand boss Mike Manley notes is “the highest trim level” the brand has ever offered. A quick check of the U.S. sales stats reveals that Detroit’s Big Three actually outsell more traditional brands like Mercedes-Benz, BMW and Lexus when pushing into luxury pricing territory. It just happens that most of those high-line domestic products are trucks. (more…)