Ram to introduce new value-priced model

Feb 17, 2011

The Ram Truck brand announced that it would launch a new Ram 1500 model aimed at first-time buyers who are looking for a vehicle with performance and style that they can customize and make their own.

The as-yet-to be-named Ram 1500 model has been developed under the code name “Adventurer,” and borrows the formula of the 2011 Ram Tradesman, which was unveiled Feb. 9 at the Chicago Auto Show; the tradesman is a value-priced, HEMI®-powered Ram 1500 regular cab truck that targets cost-conscious, new-vehicle buyers. The unnamed new Ram 1500, like the Ram Tradesman, offers buyers a standard HEMI V8 engine with its 20 mpg rating for the same price competitors are charging for their V6 engines.

“We know we have the formula right,” said Ram Truck president and CEO Fred Diaz. “This new Ram model will be an attractive alternative for a younger or first-time buyer looking for performance at an affordable price. Case in point, it will have more horsepower and a lower base price than our competitors’ entry-level performance cars with the added benefit of versatility and capability.”

Ram Truck executives had planned to introduce the new Ram 1500 model later in the 2011 calendar year, but based on response to the Tradesman, they pulled ahead launch plans and opened the dealer ordering process with only a code name.