In October, FCA CEO Sergio Marchionne addressed a group of automotive analysts, where he was quoted as follows.
“We have a unique opportunity with renewal of the [Ram] pickup line, with the powertrains we selected, to significantly increase output. We will also be exploring, as a result of that investment, some other segments.”
Speculation related to a full-size Ram 1500-based SUV has been swirling ever since. And there is no denying the allure of $10,000 per unit margins. But what is the business case?
In short, it looks promising.
During a call to discuss its third-quarter financial results, Fiat Chrysler Automobiles CEO Sergio Marchionne hinted that the automaker may launch a Ram-branded large SUV to compete with Ford’s Expedition and General Motors’ Suburban/Yukon XL.
The battleship segment is “the near-exclusive use of some others. We have a reasonable chance of getting at least part of that market,” Marchionne said, according to Automotive News.
Even though Denver wrecking yards are always full of old trucks, the Dodge Ramcharger isn’t quite as common as its GM, Ford, and Jeep rivals. In fact, this Royal SE ’83 Ramcharger is the only example we’ve seen in this series, prior to today’s find. This tan Dodge is every bit as Malaise-y as the yellow ’76 Wagoneer we saw last month, so let’s look at these photos and imagine what it was like driving a 9 MPG truck during a period of high inflation and steep gas prices. (Read More…)
In the final year of the Malaise Era, truck shoppers could still get a Chrysler SUV that wasn’t trying to be a tall New Yorker. Because the echoes of the vans-and-Quaaludes ethos of the 1970s were still quite loud in 1983, this Ramcharger came equipped with groovy earth-tone stripes. (Read More…)