Ram Trucks will unveil its all-new Ram 1500 Revolution concept electric truck at the Las Vegas Consumer Electronics Show on Jan. 5.
The brand had been expected to show the Revolution at the LA Auto Show later this month. The delay is less than two months, and more than likely reflects the declining popularity of formal auto shows versus the growing importance of the technology-centered CES.
Ram will be the last of the big three domestic truck makers to field an electric pickup. As such, all eyes will be on the Revolution to bring something to the market that is not already covered by the F-150 Lightning, Chevrolet Silverado EV and GMC Sierra EV. The Ram 1500 Revolution will also be competing with the Rivian R1T and GMC Hummer EV in pickup form.
Upstart manufacturer Lordstown has not yet delivered a customer-ready truck, and after numerous delays Tesla has delayed the Cybertruck again, this time until the end of 2023. Toyota and Nissan have shown concept trucks, but they have not announced any firm plans to bring any all-electric trucks to market.
Ram promises an electric future
“Loaded with exclusive advanced technology features, the Ram Revolution BEV Concept is a visionary roadmap and a glimpse into the future, showing how the leading truck brand will once again redefine the pickup truck segment,” says the brand’s press release touting the CES debut.
“Ram’s move toward electrification supports the Stellantis Dare Forward 2030 strategic plan to lead the way the world moves by delivering innovative, clean, safe and affordable mobility solutions.”
The brand has announced that they will offer electrified options in the majority of their vehicle segments by 2025, and for all of its segments no later than 2030. Parent company Stellantis’ CEO Carlos Tavares has said the corporation is going “full throttle” on its EV program. Ram’s sister brand, Dodge, has already teased an all-electric muscle car.
In their release the company boasts that, “Ram electric vehicles, including the Ram 1500 BEV production vehicle that debuts in 2024, will push past the competition as leaders in a combination of areas truck customers care about the most: range, towing, payload and charge time.”
There’s an advantage to a company in being the first mover in a market, and a different kind of advantage to coming late to the game, but to gain that advantage a company must deliver some kind of differentiation or improvement relative to the early offerings.