Ram Brand CEO: "I Certainly Can't See Us Marketing a Ram Ram."

Edward Niedermeyer
by Edward Niedermeyer

Pickuptrucks.com sat down with the new Dodge Ram brand CEO Fred Diaz Jr. for a confused little conversation about Dodge, Ram and the difference between the two. The clearest statement coming out of the discussion is that Ram is about trucks. “It’s my responsibility to make sure that I nurture the brand so it’s distinct and all about trucks,” says Diaz. But it’s not even that simple. “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.” And what of Dodge cars? How are they different from the Ram brand? “I don’t know. I can’t speculate but it’s one of my priorities to figure that out,” Diaz replies. “The car side is definitely going to be marketed and branded different than the Ram brand, which is all about trucks and their capabilities.” Rumors are flying around that Dodge cars are on their way out, but Diaz won’t confirm them. How can Ram have Dodge DNA if there is no Dodge? And hasn’t the past branding model been to put Ram DNA in every Dodge? Something has to change, but what?

Edward Niedermeyer
Edward Niedermeyer

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  • Alfred p. sloan Alfred p. sloan on Oct 17, 2009

    what about the mighty Sprinter. Has it any Ram DNA? Nine!

  • Timotheus980 Timotheus980 on Oct 17, 2009

    "Obviously, this Diaz guy is clueless" Therein lies the problem behind what could have been a very profitable company. Only morons were promoted to the highest levels. Why this was the practice continues to boggle my mind. I have a few theories. What is clear is that it severely hampered (and obviously still does) the company and poor choices are continually made with disastrous results and often no punishment to those who screw up, only more promotions. To quote Charlton Heston, “Its a mad house! A mad house!”

  • Accs Accs on Oct 18, 2009

    Maybe its me.. But Im seeing the word BRAND wayyy too much. It would just be nice.. if someone figured out how to properly sell a car to a customer who can overlook... And or pay sticker.. ((haha)) Bad joke. Bankruptcy Dealer issues with mothership Issues with the vehicles themselves.. Among a whole host of issues not even starting with.. their lineup changes faster than my socks do.

  • Rix Rix on Oct 18, 2009

    This is the root problem of the American car companies. Too much emphasis on brand and marketing, not enough emphasis on product. Toyota doesn't spend much time branding or marketing the Corolla but worldwide is selling probably a million or more a year. American car companies agonize about branding and marketing, but can't match the results.