Ram Says It’s In On The EV Truck Game
By Edward A. Sanchez – Nov. 3, 2020
Since the mid-2010s, Fiat Chrysler Automobiles (FCA) has doubled down on its strategy of appealing to enthusiasts with big horsepower, generous application of nostalgia-themed decals, and knobby tires on special-edition trucks and SUVs. Although some may roll their eyes at this seemingly simplistic approach, there’s little arguing with its effectiveness. The Challenger coupe has been a surprisingly strong seller, in some months even outselling the Ford Mustang, as well as consistently out-selling the Chevrolet Camaro, both much newer, lighter, and more modern designs.
The Ram 1500, although not as steeped in nostalgia as some of FCA’s cars, shows that attention to detail gets noticed, as it has arguably shouldered aside the Chevy Silverado as the number two half-ton truck.
At the unveiling of the fire breathing, 702 hp Ram TRX, Ram engineers and product planners were reportedly asked by journalists in attendance whether the brand was considering an EV truck offering. The brand representatives said they didn’t see much demand from its customer base for an electric truck, but left the door cracked open for the possibility of a future product. Now, only a few weeks later, comes word that Ram has had a public change of heart on EV pickups.
Despite initial non-denial denials, Ram could soon be jumping into the EV world.
Perhaps after the introduction of the 1,000 hp Hummer EV truck, Ram didn’t want to be “out-bad-assed” by its cross-town rival, never mind the fact that the Hummer will be a low-volume, niche product for the next several years. But by all indications, the Ford F-150 EV will be anything but, targeted, packaged, and priced for the mass market.
Although they may not publicly admit it, the imminent change in management with the PSA merger and the formation of Stellantis, Ram product developers may be getting pressure from their new European leadership to step up their electrification game, as well as suddenly having a much larger resource toolbox for electrification than they had before.
Assuming work is just now starting on an EV Ram, it likely won’t be in showrooms until late 2024 at the earliest. However, work on the truck may have been going on quietly over the last several years as a low-profile “skunkworks” project. If it’s relatively far along, but just cobbled together from parts-bin components, the infusion of money and resources from PSA could significantly change the game and timeline for a Ram EV.
Although the application of full battery electrification in full-size trucks still brings a set of challenges not faced by passenger cars, the convergence of resources, market focus, and development will make the prospect of EV trucks more realistic, practical, and appealing, even for a market segment traditionally skeptical and resistant to change.
(Images courtesy FCA…err…Stellantis)
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