Thinking Caps On: Before Buyers Get Their Hands on It, Ram's Midsize Pickup First Needs a Platform

Steph Willems
by Steph Willems

Fiat Chrysler remains adamant that its new Jeep Gladiator won’t be its only midsize pickup truck, but consumers had best hunker down for a wait. While the company announced the development of a conventional midsizer in last year’s five-year product plan, the new offering won’t appear until the end of that window.

Between now and 2022, CEO Mike Manley and the team at Ram must find a way to offer a midsize pickup at a price point designed to woo Colorado, Ranger, and Tacoma intenders. First on the to-do list is finding a platform.

As reported by Automotive News, Manley said a midsize truck — referred to as a “metric ton” truck in the company’s product plans — is “a big part of the portfolio and growth we want to achieve.”

The plan is to chase a sticker price safely in the comfort range of midsize buyers, with Manley mentioning that the Gladiator is an entirely different beast targeting a different type of buyer. A base Gladiator Sport starts at a tick over $35k.

“Being able to find a cost-effective platform in a region where we can build it with low cost and it still being applicable in the market is what they’re struggling with at the moment,” Manley said during last week’s earnings call. “I want that problem solved, frankly, because it’s a clear hole in our portfolio. It will not be filled by Gladiator because Gladiator is a very, very different mission. Trust me, they’re focused on it. We need to get it fixed soon.”

Sourcing a platform is Job One, but Job Two is finding somewhere to build the truck. A report from September suggested the pickup would call Toledo, Ohio home, rolling out of the same complex as the Gladiator. However, the original product plan, plus Manley’s recent comments, point in the opposite direction of the Gladiator’s lengthened Wrangler Unlimited frame — and Ohio in general.

The midsize Ram was expected to take up space vacated by the next-generation Ram Heavy Duty line at FCA’s Saltillo, Mexico assembly plant, though February’s U.S. plant investments complicated matters. According to FCA, the Ram HD will now continue production in Saltillo, with the company’s Warren Truck plant set aside for Jeep Wagoneer and Grand Wagoneer assembly.

As buyers with fond memories of the Dodge Dakota await the upcoming pickup, Ram’s 1500 Classic continues in service as a lower-priced alternative to the brand’s new 1500 line. Earlier this year, the automaker said Classic production is being “extended to meet market demand.”

[Image: © 2019 Chris Tonn/TTAC]

Steph Willems
Steph Willems

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  • DenverMike DenverMike on May 06, 2019

    It needs to piggyback/share the new Ram 1500 platform. And are they insane? Where's their fullsize SUV? All should be on the same platform, including a BOF Durango. All should have a V8 option too, even if not Hemis. This should be FCA's main focus. Jeeps and Hellcats are awesome, but not everyone's into them.

    • See 14 previous
    • Highdesertcat Highdesertcat on May 07, 2019

      @highdesertcat Vulpine, my best friend pretty much said the same thing after he retired his '93 S-10 recently. The new GM midsizers ARE impressive! Rear Disc brakes, for starters! The V6 is no slouch and the automatic tranny is smoother than before. I'm trying to steer my BF toward a Tundra 5.7L and he wants to, but his wife favors the 2019 Silverado 4dr 4x4 LT/RST/LTZ in Silver Ice. While a midsize would probably meet all his needs and then some, this being the last vehicle he'll purchase in his lifetime, he's willing to go fullsize, half-ton. Doesn't care about the engine size as long as it comes with Cruise Control, for loooooooong-distance driving cross-country. Tacoma is very popular in this area, as they are in most places across the US of A, but that Alzheimer Atkinson turns a lot of people off. Then again, so does the auto start/stop of the Silverado.

  • Conundrum Conundrum on May 06, 2019

    Yeah, right. I used to think it was a niche within a niche, but the proliferation of signs on front lawns in my subdivision "Wanted V8 midsize pickup" have convinced me you're correct.

    • Lorenzo Lorenzo on May 06, 2019

      I've seen those signs too! Everyone in my condo complex is looking for one.

  • Kjhkjlhkjhkljh kljhjkhjklhkjh A prelude is a bad idea. There is already Acura with all the weird sport trims. This will not make back it's R&D money.
  • Analoggrotto I don't see a red car here, how blazing stupid are you people?
  • Redapple2 Love the wheels
  • Redapple2 Good luck to them. They used to make great cars. 510. 240Z, Sentra SE-R. Maxima. Frontier.
  • Joe65688619 Under Ghosn they went through the same short-term bottom-line thinking that GM did in the 80s/90s, and they have not recovered say, to their heyday in the 50s and 60s in terms of market share and innovation. Poor design decisions (a CVT in their front-wheel drive "4-Door Sports Car", model overlap in a poorly performing segment (they never needed the Altima AND the Maxima...what they needed was one vehicle with different drivetrain, including hybrid, to compete with the Accord/Camry, and decontenting their vehicles: My 2012 QX56 (I know, not a Nissan, but the same holds for the Armada) had power rear windows in the cargo area that could vent, a glass hatch on the back door that could be opened separate from the whole liftgate (in such a tall vehicle, kinda essential if you have it in a garage and want to load the trunk without having to open the garage door to make room for the lift gate), a nice driver's side folding armrest, and a few other quality-of-life details absent from my 2018 QX80. In a competitive market this attention to detai is can be the differentiator that sell cars. Now they are caught in the middle of the market, competing more with Hyundai and Kia and selling discounted vehicles near the same price points, but losing money on them. They invested also invested a lot in niche platforms. The Leaf was one of the first full EVs, but never really evolved. They misjudged the market - luxury EVs are selling, small budget models not so much. Variable compression engines offering little in terms of real-world power or tech, let a lot of complexity that is leading to higher failure rates. Aside from the Z and GT-R (low volume models), not much forced induction (whether your a fan or not, look at what Honda did with the CR-V and Acura RDX - same chassis, slap a turbo on it, make it nicer inside, and now you can sell it as a semi-premium brand with higher markup). That said, I do believe they retain the technical and engineering capability to do far better. About time management realized they need to make smarter investments and understand their markets better.
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