Ram confirmed what the automotive world was expecting: the Stellantis brand will build a battery-electric Ram Pickup for the 2024 model year. In addition, Ram released its first images of the vehicle, one that barely hints at its shape and lighting, and the other showing off its skateboard platform.
“Ram revolutionized the pickup truck segment once, and is laser-focused on doing so again with the best electric trucks on the market,” said Mike Koval Jr., Ram Brand CEO — Stellantis.
The announcement comes just before the 2022 Chicago Auto Show begins its media preview days.
A late entry in the pickup segment
The brand intends to deliver full electric vehicles in the majority of its segments by 2025, and a full portfolio of electrified vehicles for all of its segments by 2030.
But the 2024 date puts it well behind the Rivian R1T, which is already on the market, and the gorilla in the room: the Ford F-150 Lightning. Ford already has about 200,000 reservations on hand, and production has already been doubled twice to 150,000 units. Meanwhile, crosstown rival General Motors has its own battery-electric pickups coming.
The GMC Hummer EV began reaching showrooms in December. And the company followed it up with the debut of the all-electric 2023 Silverado EV at the Consumer Electronics Show in Las Vegas in January. And those are just two of the 30 all-electric vehicles General Motors plans to bring to market by mid-decade.
And look for full-size EV pickups from Nissan and Toyota, as well as start-ups such as Bollinger and Atlis. Even the oft-delayed Tesla Cybertruck is slated to be on sale by 2023.
Keeping customers in the fold
But with Ram EV development lagging competitors, there’s not much the company can do until then except one thing: launch a dedicated website.
Dubbed RamRevolution.com, the company is hoping to link EV consumers more closely with the brand and its EV philosophy. The hub will also deliver development updates, unique content, and provide a forum for ongoing dialogue, including a medium for giving input as Ram develops its EV trucks.
“Our new Ram Revolution campaign will allow us to engage with consumers in a close and personal way, so we can a gather meaningful feedback, understand their wants and needs and address their concerns — ultimately allowing us to deliver the best electric pickup truck on the market with the Ram 1500 BEV,” said Ram’s Koval Jr.
The brand will also launch its Ram Real Talk Tour — a series of year-long consumer events that will encourage a dialogue for the automaker to better understand what the next generation of Ram trucks and vans need to provide to meet their needs.
“The Ram brand’s promise is grounded in our unique ‘Built to Serve’ philosophy, and our new Ram Revolution campaign takes this pledge even further,” Koval added.
What’s at stake
But the brand’s late start could cost it. Ram only recently began outselling the Chevrolet Silverado — until recently the perennial No. 2 in the full-size pickup segment.
But General Motors executives know they blew the redesign. Both the Silverado and its corporate cousin, the GMC Sierra, got redesigned interiors, unusual given how new the trucks are in the market.
And with Ford, Rivian, and any number of startups offering fully-electric pickups before the Ram hits the market, the question becomes, will Ram buyer brand loyalty surpass neophyte’s freshness and availability in the full-size pickup sales race? Maybe. Maybe not.
“The fastest-growing segment we see for EV consideration is the full-size truck segment,” said Steve Majoros, Chevy’s marketing chief.