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When a report came out earlier this week regarding Fiat's intentions for Chrysler (making it a Cadillac competitor), Dodge (focusing on driving dynamics) and Jeep (being, well, Jeep), one semi-iconic nameplate was left out of the discussion: Ram.

Toiling away under the Dodge brand, the Ram moniker has been reserved for Chrysler Co.'s truck offerings. However, a new initiative could promote the Ram as a standalone brand, focusing exclusively on vans, SUVs, commercial vehicles, and, of course, pickups. That would free Dodge from rough-and-tumble heavy-duty products, leaving it to fend for itself in the compact, mid-size and performance segments – although it's destined to receive some help from Alfa Romeo in the form of joint product development.

Unfortunately for Europe, Dodge – which was just recently introduced across the pond in 2006 – won't benefit from the reworked branding and products. According to InsideLine, Chrysler Group's European arm is likely to drop Dodge abroad in the future. So get your Avenger, Caliber, Journey or Nitro while you can... if you must.

[Source: InsideLine]


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  • 46 Comments
      • 5 Years Ago
      Stupid is as stupid does. Definitely an waste of money and unnecessary. Ford, Nissan, and Toyota all get by without a dedicated truck brand, and GM's GMC at least has a handful of products, although they are twins to Chevy vehicles. I am assuming that Ram as a brand would offer the Ram, Dakota, and Durango? The ultimate question is what's the point? Jeep already is the rugged off-road brand, Ram would be semi-redundant.
      • 5 Years Ago
      re: "Unfortunately for Europe, Dodge – which was just recently introduced across the pond in 2006 – won't benefit from the reworked branding and products. According to InsideLine, Chrysler Group's European arm is likely to drop Dodge abroad in the future. "

      Instead: "Fortunately for Europe, Chrysler Group's European arm is likely to drop Dodge abroad in the future. "

      There, fixed it.
        • 5 Years Ago
        Oh come on, they could invent a tiny little pus-mobile for Europe.
      • 5 Years Ago
      Ugh, really?

      I think i need to step in and be the new CEO of "New" Chrysler. This is what i would do.

      I would have:
      Chrysler: Buick, Lincoln, Acura, Hyundai
      Dodge: Ford, Chevy, Kia, Toyota (A mainstream sporty brand like pontiac once was)
      Jeep: Keep it the same. GMC.
      Ram: No. Why waste money you dont have especially when these duties can be expanded on the Jeeps name.
      Fiat: Send them back to Italy.
      Alfa-Remeo: Send them back too.
      I would LOVE to bring Plymouth back. I'd do that rather than giving birth to the RAM Brand. It makes more sense.
      Plymouth: Cadillac, Mercedes, Lexus.

      they all fit together. Just while im at it, i might as well do the other american companies too.

      FORD: Theyre doing fine right now. I would just add an affordable sports coupe, bring back the Probe? Discontinue the Transit Connect or just make them per special order.
      Mercury: Have them be a small "Green" Company. Go against Kia and Scion. Models will include: Milan(flagship), Tracer(subcompact), Mariner(Compact SUV), Cougar(Small AWD sports car), My(Tiny Car like the Smart, Ka, and IQ).
      Lincoln: Sport Luxury. Includes: MKS(Flagship), MKR(RWD Sports Coupe built off of mustang platform), MKT(Differenciate it from the Edge), Navigator(KEEP IT GOING! Time for a ReDesign), MKZ(Midsize sports sedan), MKC(Compact Crossover), MKA(Compact Car/Hatchback/shootingbrake, think Audi A3).

      GM:
      Chevy: Mainstream. (Ford, Kia, Toyota, Honda).
      Buick: Sport Luxury. (Acura, Infiniti, Hyundai)
      Cadillac: Agressive Luxury (Lexus, BMW, Mercedes)
      GMC: Can stay where it is... but needs something exciting in its line up. How about a Wrangler Competitor?

      There we go!
        • 5 Years Ago
        Plymouth was at the bottom of the Chrysler heap until it was unceremoniously killed off in 2001...their last car being a NEON. A car they literally just rebadged to sell at Chrysler dealers.

        Yeah, that's a heritage any Benz/Lexus buyer would convert for.

        I don't think Chrysler should launch a new brand or relaunch an old one. But Plymouth would get my vote - at the bottom of the corporate structure - making funky small cars if they were to.

        Dodge still needs to be mainstream cars with credible performance models, trucks, and vans. Jeep can be SUVs, but I'd like them to take the light trucks off Dodge's hands. And Chrysler can be upscale...truly upscale.

        That ALONE will be a tough enough assignment. Adding a 4th division, marketing it, and figuring out how the other 3 will stay out of its (and each other's) way(s) is just too much for a fledgling carmaker like Fiat-Chrysler right now.
        • 5 Years Ago
        I can't agree with you.

        Buick: Sport Luxury?
        Buick was doctor's car. Buick pursue "reliable and quite, smooth, comfort" Buick must be a "Lexus Killer". Lexus deprived traditional buick position. its time to take back its position.

        Cadillac : performan oriented luxury. (BMW, Mercedes) german luxury is main target.

        Fiat, Alfa-Remeo: Send them back to Italy?? Why? Fiat save american auto company. Fiat have rightful reason to sell their car in US.

        Dodge: Ford, Chevy, Kia, Toyota? dodge become a toyota? nonsense.
      • 5 Years Ago
      Hmm... Sounds like Fiat wants to make the chrysler group into the old GM, so to speak.

      though I gues RAM would then be more like GMC...

      More meh inspiring news from a meh company (chrysler, not Fiat. No experience with Fiat yet...)
      • 5 Years Ago
      Instead of creating a new brand, why can't Chrysler make the same as Fiat does in Europe, using the name "Fiat" to the passenger cars of this division and "Fiat Professional" for Ducatos, Scudos and other commercial Vehicles? Make Dodge for the passenger cars and Dodge Trucks to the rest. A lot simpler than create a Ram brand.
      • 5 Years Ago
      DODGE and Ram are very much linked together, so I'm little confused why they are separating them. I get the feeling they think the name DODGE over shadows the cars of that brand.

      I personally would rebadge all the DODGE cars as PLYMOUTH or EAGLE. Keep the DODGE Name for it's trucks, vans and SUVs.
      • 5 Years Ago
      Bad move. Make it sporty with the Ram, Dodge should go like Mazda is, volume(I think) with performance in mind.

      Chrysler-Cadillac-Lincoln
      Alfa Romeo-Infiniti-Buick(along those lines)
      Jeep-GMC
      Dodge-Mazda(?) or Chevy and Ford
      Fiat(?)

      They should just make volume cars but with a bit more sportiness in it, the Viper should be like the Corvette for Chevy. and please build a base coupe(New Stealth maybe? based on Dodge Venom styling)
      • 5 Years Ago
      AutoExtremist had predicted this very thing a few months back.
      • 5 Years Ago
      Good to know that Chrysler is still making sensible decisions. /Sarcasm
        • 5 Years Ago
        I was thinking that Dodge trucks are already thought of as Ram trucks. But that doesn't make this a good idea.
        • 5 Years Ago
        Bad idea indeed!

        For starters I have a Dodge Charger R/T. It looks cool, it starts but it is probably the most breakable car I've ever had. I wish I could get the power that's inside it with its look in the durability and quality of a Ford Crown Victoria / LTD.

        I'm mentioning this because A: The Dodge Charger R/T and the Chrysler 300 R/T are the same car with the same problems. The only thing that separates them is exterior paneling and a huge sticker price increase on the 300.

        B: With this quality challenge (steering components, shocks, seals, busted navigation, rotting wheels, there's not a chance in hell that Chrysler can compete with Lincoln or Caddy!

        C: The Sebring, PT Cruiser (RIP) and Town and Country Mini Vans are the only vehicles with a "Chrysler" nameplate on them.

        So the plan is to ditch the mini van which is the number one seller they have because luxury brands don't sell minivans! And then market the name which offers instantly failing automobiles with lots of oomph and cool designs against quality leading Lexus, Lincon and Caddy cars?

        Ain't happening! I agree on the budget thing too! It will cost billions to re-market the brand and guess what, it won't work unless you fix the product first and at that rate you need a 10 year grass roots efforts to get a core audience that didn't buy your car because it was "cool looking with ooomph" instead bought it because "it's rock solid and a value compared to competitive models".

        I could have just said "FAIL".. I guess!

        Hope this was a good read!

        And Dodge going away? OMG The Charger, the Challenger and the Viper? To ME that's all this company has! The trucks IMO are pieces of poo. They look ballsy, have power but FAIL when it comes to actually doing something other than driving them! That's why so many people buy the F150 and the Silverado. They are LIGHTYEARS ahead of the game!

        You know what? Come to think of it, I think this company if completely F'ed... DOH!!! To bad, I love the designs!

        This is what they should do!
        Dodge = Performance Cars
        Chrysler = Normal Cars
        Jeep = Truck Division (Ram Included)
        New Luxury Brand = Call it "Maserati" (owned by Fiat / stake holder)

        But still, you dilute the traffic by doing this! The truck customers are not ONLY truck customers! By splitting it up you have to market more. For what it's worth, I think Lincoln Mercury is a brilliant way to setup a dealership! Same spot, two brands, more traffic! Now only if they could give Mercury a little zoom zoom, it would be perfect!

        Anyway....
        • 5 Years Ago
        You ain't kiddin'. Er, yeah, you are...

        This has bad idea written all over it. Launching a brand -- even with a name already well known -- is MASSIVELY expensive. As a use of marketing money, nothing compares to the cost of advertising, signage, distribution and collateral communications for a new brand.

        That said, Dodge is a brand with no future at all. But still, between revival and launching *another* risky venture, this is a terrible marketing move.
        • 5 Years Ago
        GREAT idea!

        The Detroit 3 have been so good at creating brands.

        P.S. Could someone please tell me how the U.S. taxpayers are EVER going to get our money back? For all the money we threw at Chrysler, we could have re-trained all their workers instead of allowing Chrysler to continue to make piss-poor decisions like this.
        • 5 Years Ago
        Paul, they're not exactly launching a new brand, are they?

        "Ram" is pretty well known to truck buyers.
      • 5 Years Ago
      That makes sense. Ford is hamstrung by their trucks, and there is no halo effect for Chevrolet either//

      WTF!
      • 5 Years Ago
      This means Dodge is dead. The only worthwhile thing they have is the trucks and the Viper. Viper is being sold, the trucks become a stand-alone brand, Chrysler still has the Town and Country for their minivan.

      RIP Dodge.
        • 5 Years Ago
        Good lord, Brian, do you pay attention to the news?

        The Viper isn't being sold. And the Dodge brand isn't dead. That's what the report THIS ARTICLE links to says.

        What we need is your "Arse" should make another appearance and tell you how it is...
      • 5 Years Ago
      2011: The only surviving brand of the "old Chrysler" - Ram - ....
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