We're not sure truck buyers are so much anti-hybrid as they are unwilling to cough up the necessary bucks to bring meaningful hybrid technology to their pickups. Either way, General Motors' full-size hybrid trucks have failed to set the market on fire, and there's little indication Chrysler's would either, unless the automaker were to offer them at an extremely favorable price point. That seems unlikely.
For now, it seems that the only hybrid pickup trucks Ram will offer are the recently announced plug-in models that were developed using federal stimulus funds via a $48 million American Recovery and Reinvestment Act grant and a separate $5 million grant from the Canadian government. A total of 140 PHEV Ram trucks will be offered to fleet customers within the next several months.
The good news for mileage-conscious pickup truck buyers is that Diaz suggested other technologies from Fiat are likely to make their way to the Ram Trucks division at some point. Multiair and light-duty diesels sound like a good starting point...