Ram Revolution – Johnny Come Lately, or Game Changer?
By Edward A. Sanchez – Feb. 10, 2022
Earlier this week, Ram Truck launched its RamRevolution.com online portal to share development so far on its future EV truck, and to garner feedback from the truck enthusiast community. Depending on if you’re a glass-half-empty or glass-half-full kind of person, this could be seen as either an act of desperation and tacit acknowledgement they’re latecomers to the EV truck game, or shrewd engagement to hear firsthand from potential customers what features they’d like to see in a future Ram EV truck, and where they think their rivals have left some sales “on the table,” so to speak.
There’s no getting around the fact that Ram is the only major domestic truck brand that hasn’t yet shown its production-intent truck, and by its own admission, is roughly three years away from going into production.
Ever the provocateur, Ram’s promo video says, “The revolution begins not when the first electric truck rolls off the line, but when the best electric truck rolls off the line.” Hollow braggadocio, or a promise? I guess that depends on if you’re a cynic or believer in Ram trucks, and Stellantis’ renewed commitment to EVs.
It should be noted that the latest generation of Ram truck have been well received by critics, winning the MotorTrend Truck of the Year award for three years, two of them back-to-back. That’s not even counting the previous generation truck’s wins in 2010, 2013, and 2014. Also of note is that the Ram truck line has outsold the Chevy Silverado (excluding the GMC Sierra) for 2019 and 2020. Clearly, Ram has done something with its trucks that has resonated with critics and consumers alike.
Ram is asking potential customers for their opinions on features they would like to see in the forthcoming Ram 1500 EV.
So, what’s missing from the current or announced EV trucks? Each of them has a unique feature, from the F-150 Lightning’s “Mega Power Frunk” to the Silverado EV’s Avalanche-like optional midgate, to the Rivian’s gear tunnel and camp kitchen. One feature I’d like to see is a fold down front tailgate (frunkgate?) that serves as a seating area or table/shelf, as well as potentially easing loading into the front cargo area.
I’ve gone on record as being an unapologetic fan of the midgate, but I’m not sure what kind of patents or IP protections GM has around it, so that may or may not be an option, but I’d love to see it anyway.
Certainly, two-way charging, at least as an option, is a given, and 240V power output will be expected. And Ram being Ram, expect at least one model or trim level with a mic-drop amount of power, possibly approaching or exceeding 1,000 hp. The Ram TReX, perhaps?
Maybe a partnership with Thor or Lippert on a first-to-market dynamic electrical connection to be able to share power and data through a connection at the hitch between the truck and trailer. As Phil Royle and I discussed in Episode 52 of The Watt Car’s podcast, user-selectable modes to be able to regen-charge the trailer battery, transfer power from the trailer to the truck, or any variation thereof would add real value to the proposition of powered trailers and give owners more options than ever before for boondocking, power management, or use of appliances or recreational equipment.
So, while some may dismiss the “Ram Revolution” as empty boasting, the company does have a proven track record of sales success and winning awards, and as Apple has so amply demonstrated in the consumer personal electronics space, it’s not always about being first to market, but best to market. Ironically, Ram’s latecomer status may actually give the brand a strategic advantage.
(Images courtesy Ram)
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