• Jul 30, 2009
2009 Dodge Ram – Click above for a high-res image gallery

Over the past dozen years, the domestic auto industry has worked hard to shrink its brands to more reasonable levels. Gone are Eagle, Plymouth, Pontiac and Oldsmobile and some would speculate that Mercury should have joined the extinction club long ago. Of course, Ford has sold off Jaguar, Land Rover and Austin Martin, while GM is in the process of jettisoning Saab, Hummer, Saturn, and Opel.

However, if Autoextremist's Peter DeLorenzo is to be believed, the Chrysler portfolio could grow instead of shrink. DeLorenzo says he's hearing rumblings around Motown that Chrysler could break off the Ram from the Dodge, with the truck line becoming a dedicated brand. Doing so would make Dodge a car outlet, while the Ram brand would be all trucks, all the time, including the Dakota.

We don't get how this could possibly be a good idea, considering Chrysler's financial position and struggling sales. Why spend money marketing a new brand, while asking battle-weary dealers to invest in more signage and differentiated floor space? At this point, its just speculation and we're hoping it stays that way.



[Source: Auto Extremist]


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  • 50 Comments
      • 5 Years Ago
      Austin Martin? Really?
        • 5 Years Ago
        lol. I was going to say the same thing.

        austin martin, really?
        • 5 Years Ago
        My point exactly.
        What's next, an article about the 2010 Chevrolet Camero?
        • 5 Years Ago
        Thank you for nearly making me spit out my lunch in laughter! LOL!
        • 5 Years Ago
        Yeah, I do believe that it was ASTON Martin that Ford had owned and sold.
        • 5 Years Ago
        Have any of you seen that awesome movie Aston Powers: International Man of Mystery?
        • 5 Years Ago
        Lmao
      • 5 Years Ago
      "We don't get how this could possibly be a good idea" agreed
        • 5 Years Ago
        well regardless of its rumor status, its still a horrible idea
        • 5 Years Ago
        What the world needs right now is another automotive brand. Especially from the D3 who are totally clueless about marketing/branding these days.

        Maybe the guys who proposed the $100,000 in free consulting to GM would extend the same offer to Chrysler. If they are so altruistic I'm sure they would be willing to help out another Detroit automaker in trouble.
      • 5 Years Ago
      I think they are on to something and is a good idea, considering all the bad press trucks, pickup, SUVs get these days...By separating the Ram from the Dodge line up, they are essentially cleaning the Dodge brand image as being fuel efficient cars only...You know how these days it'a all about the image with the environment green tree huggers..Look over at I.E Hummer? if Hummer was labeled a Chevy then Chevy would be getting the bad press but even tho its still under the same corp umbrella it doesn't hurt the rest of the brands in GM's portfolio...It sucks but these are the times we live in today with the being green fad...and if you are not down with the program you are going to get hated on...
        • 5 Years Ago
        GM already has it's own truck division which is GMC...Toyota has the Prius to keep people shut, Chevy has the upcoming Volt, Ford has a great product line coming out ontop of the Hybrid 40mpg Fusion...As for the SRT models and the Viper cars never get a bad rap as much as the large Pick ups not used for work and the large SUVs...Its just how it is I dont make the rules how else can you explain people hating on the Hummer which does 10mpg when AMG models are averaging 8mpg?? or all those V12 S600's and the likes...

        Plus it wont be just the RAM pick up it it will be all the trucks Dakota Sprinter etc under one brand..If you recall back couple of months b4 the bankruptcy they wanted to make Dodge the mainstream brand dedicated to cars and fuel efficiency leave Jeep with what Jeep does best Chrysler the higher end and that left the trucks in limbo....

        Im not saying it's the best plan but it makes a lot of sense..They want to change Dodges perception...To the average person perception plays a big role...Why people choose to buy a Matrix over a Vibe? a Yukon over a Suburban? a Aspen over a Durango? Milan over a Fusion? Cobalt over a G5? Audi A8 over a Phaeton? I can go on and on it's all perception, to you and I it's the same piece of metal made by the same company with a different label...

        I used to be in commodities trade and company expansions and you'd be surprised how many beers are made by Budweiser labeled into different brands containing the same thing that is poured into the Budweiser can..You'd be surprised that Coffee house buy Coffee beans by the same sources yet Starbucks gets away with selling coffee at 5 bucks?? You're being sold the perception and the image....Some do it better then others off course...we get played into Perception and image everywhere..Take all the Gas companies Shell, Mobil they all get the same stuff from the same source and add different coloring with different "detergents" to differentiate each one from another...yet you are more likely to stop at a Branded Station then a Mom and Pop no brand Gas station even if they next to each other....Like I said its the world we live in, So is it a good idea for Dodge we can only speculate we dont know what they are planing to do with the Brand but don't knock it for being a bad idea when it's a brilliant Idea..American Companies have to start playing the perception role like all these Japanese companies have done...
        • 5 Years Ago
        You comparing Hummer to Chevy isn't the same thing.

        It'd be like GM deciding to turn the Silverado into its own division. That would be a bad idea. And it would serve to HIGHLIGHT the Ram's bad fuel economy. The environmentalists already have one brand they can hate on until the cows come home (HUMMER), why should Chrysler give them ANOTHER?

        If the Tundra doesn't hurt Toyota's green rep, and the Silverado and F-150 are central to their brands, then the Ram doesn't need to be broken off, either.

        Besides, if Dodge wanted to appease the greenies, they'd drop the Viper, the SRT models, and the Charger and Challenger, too.
      • 5 Years Ago
      >Of course, Ford has sold off Jaguar, Land Rover and Austin Martin, while GM is in the process of jettisoning Saab, Hummer, Saturn, and Opel.


      `Austin Martin'? Really *AUTO*blog?

      Terrible.
      • 5 Years Ago
      Maybe they should instead, re-introduce the Fargo nameplate for the 4rd brand. Fargo was rebadged Dodge pick-ups sold in Canada until the early 1970s http://en.wikipedia.org/wiki/Fargo_(truck) and it still made in Turkey although it's not related with Chrysler anymore http://www.allpar.com/old/fargo.html and in overseas markets, some trucks was even marked as DeSoto! http://www.roadkillontheweb.com/truck.html
      • 5 Years Ago
      Maybe Dodge's or Chrysler's (as a stand alone brand) days are numbered? Maybe we will see Chrysler/Fiat/Ram or Dodge/Fiat/Ram or Dodge/Ram/Alfa?
        • 5 Years Ago
        ...or maybe Chrysler should be calling it RHAM?

        [sorry...couldn't resist]

        • 5 Years Ago
        ...or maybe Chrysler is positioning RAM to be sold off as a stand alone entity.
        • 5 Years Ago
        Nissan offered to buy Dodge for the truck division a while ago didn't they?

        Maybe the offer is still on the table, and they are willing to buy Ram, but not the car company.
      • 5 Years Ago
      How would the nomenclature work if the actual brand name is Ram? That would mean that the Dodge Ram would have to become the Ram Ram. That would be hilarious!
      • 5 Years Ago
      I think the idea has more merit then is being given credit. Remember the new EPA guidelines that are being pushed through have to do with the average mpg of a brands line up. This being the case if ram is brought out of dog their epa average goes through the roof. They even get to say they have the most fuel efficient line up of any auto brand.
      • 5 Years Ago
      I want Dodge to sell sporty cars like Mazda, Chrysler would sell luxury vehicles competing with BMW, RAM Would compete against GMC, AND Jeep would stay as the off-road SUV Brand.
      • 5 Years Ago
      Muahahahahaha, sorry, but this idea it's just to stupid.
        • 5 Years Ago
        Exactly, because everyone knows how well Eagle went when it went to Chrysler. :)
      • 5 Years Ago
      Bad Idea, pretty pointless imo.
      • 5 Years Ago
      If it was me, I would divide the company like this

      Chrysler - 300, Alfa 159 (replaces the Sebring as Midsize), Alfa Brera, Town & Country/Fiat Ulysse
      Dodge - Challenger, Charger, Viper/8C merger them 8C Spider (special edition), Alfa Spyder, and the Mito or Grand Punto
      Jeep - Cherokee, Liberty (or something along those lines), the Patriot/Panda, RAM, Dakota

      This is just my opinion, how I would like to see the company structured
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