• Oct 16, 2009
When Chrysler announced plans to spin off the Ram brand from the Dodge division, more questions than answers were left in its wake. So the truck-obsessives at Pickuptrucks.com sat down with the newly-appointed President and CEO of the Ram brand, Fred Diaz Jr., to suss out the details – to varying levels of success.

As expected, the 20-year Chrysler veteran did the executive shuffle around Pickuptrucks.com's most pointed questions, but it's clear Chrysler has plans to market and advertise the newly-formed truck and commercial vehicle division separately from its former Dodge umbrella.

Diaz didn't divulge much about how Ram will be differentiated from its former parent, only saying, "The car side is definitely going to be marketed and branded different than the Ram brand, which is all about trucks and their capabilities."

On November 4, Chrysler is holding a lengthy press event where the automaker is expected to divulge some of its future product plans and how each individual brand will be marketed going forward. While we've already heard rumblings (and seen one TV spot) of Chrysler's attempted move upmarket, it's unclear how Dodge will be positioned. The smart money is on a more performance and consumer oriented image (similar to Chevrolet), while Ram is sure to capitalize on its rough-and-tumble truck persona. To that end, Diaz told Pickuptrucks.com, "At the end of the day, the Ram [pickup] will still have some Dodge DNA to it. Anything that's a real, true truck is part of Ram and the Ram brand going forward."

[Source: Pickuptrucks.com]


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    • 1 Second Ago
  • 19 Comments
      • 5 Years Ago
      Marketing Ram as a separate brand sounds like marketing suicide to me. It's one of their few models that is very clearly attached to the Dodge name--ask the average consumer what that truck is, and s/he'll say "Dodge Ram," not "Ram." They won't do that for an Avenger or a Caliber.

      It's like Honda spinning off Civic--why on earth would you throw that kind of brand awareness in the trash?
      • 5 Years Ago
      Some one needs to tell the people at Fiat that as part of the "New Dodge" transformation in 1992, Dodge adopted the RAM as the center of it logo and essentially it's corporate identity.

      So what? A new Dodge logo without the Ram?

      How smart are these Italians to not notice that the Ram is currently the product identifier for the entire Dodge brand?
        • 5 Years Ago
        The "Dodge" Viper NEVER had a Ram logo/ badge on its flanks! If Chrysler were smart, this in preparation to KILL Dodge cars & give the trucks a semi-fresh start. JMO.
      • 5 Years Ago
      Dodge Ram is a good pickup truck. Not so much can be said about the Avenger except its low price...
      • 5 Years Ago
      Why does the truck division need to be rebranded? Last I checked, truck buyers know their products fairly intimately, and aren't confused by other products sitting in a showroom - if the truck is good, thats enough - check will be written.

      If Ford can sell the F-series next to the (now dead) GT, or the Fusion Hybrid and Fiesta without rebranding, why can't Dodge?
        • 5 Years Ago
        It doesn't.... but it shows Marketing likes to re-arrange the deck furniture!!! Is a 4th "RAM" brand really gonna help Chrysler LLC??? JMO.... NFW!!!
        • 5 Years Ago
        Creating an image for Ram is simple enough. Like Jeep, Chrysler/Fiat will be able to create products and accessories as they have done for Jeep - e.g., clothing line, electronics and other items that will be targeted towards people who love their Ram trucks and show that off. The Ram's Head will serve as the logo and they can develop products that are to be Ram tough.

        Jeep has a boom box that empasses the "do anything, go anywhere" styling like the Jeep products. This is actually a smart move.
        • 5 Years Ago
        I think it has more to do w/ focus than anything else. A new brand likely means new everything internally - new design groups, new product development groups, new decision makers.

        What happens is that now instead of these people who used to do everything Dodge working across platforms, they now only have to worry about truck problems and truck design. I'm not sure how true that is, not being an insider. If that's not the case.... then who knows?
      • 5 Years Ago
      Please update the Dakota. [Called the Ram Dakota????] Its a nice size, but not better on mileage.
      • 5 Years Ago
      I wonder if they might be selling off or shutting down the Dodge brand.
      • 5 Years Ago
      So the Ram Ram? Ram^2?
        • 5 Years Ago
        That was a gruff comment. Just kidding.

        Sorry, for butting in. I hope I didn't get your goat
      • 5 Years Ago
      Chrysler doesn't need more brands. Chrysler doesn't need more marketing strategies. Chrysler needs better cars, particularly small and midsize cars. Right now, they've basically got nothing (Avenger? Sebring? Caliber? Yeesh), and all the rebranding and marketing happy-talk won't fix it.

      This type of distraction won't help Chrysler. The executives should be focusing the company on one thing and one thing only: getting better product to market faster, because without it they are done.
      • 5 Years Ago
      IF Chrysler needs another brand, bring Plymouth back!
      Dodge traditionaly was a truck brand and company.
      Plymouth would be better for cars and keep
      Dodge for trucks
      • 5 Years Ago
      What'll happen to the Nitro, Durango, Dakota, and Grand Caravan?
      • 5 Years Ago
      Maybe the new Ram CEO will see fit to redsign the Dakota, make it lighter and more fuel efficient, maybe put the new Phoenix 4cylinder in it .
      • 5 Years Ago
      I will take "Built Ford Tough" trucks anyday over Dodge, Ram, whatever they call it... it's stupid! There's too many brands today and too much noise to try and establish yet another brand... cost too much money with minimal results... Just more of OUR good tax money wasted at Crisissler.
        • 5 Years Ago
        Our tax payer money that will eventually get paid back. If you want to bitch about tax payer money being spend on a big black hole talk to the banking industry.

        We probably have fewer mainstream brands today than there has been at any other time in the history of the auto industry and it's not like the Ram brand is something completely new that no one has ever heard of. People know what Ram trucks are. If you want to complain about a new brand from Chrysler/Fiat the real new one will be when they introduce the Fiat 500. That will be way more of an uphill battle.
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